本文从消费者的角度探讨零售商的定价策略,在信息经济学和认知心理学的基础上提出了消费者参考价格使用模型,包括参考价格形成、提取和使用三个子过程,同时还受到消费者个体因素和情境因素,包括购买任务因素、店铺因素和产品因素等的影响。对参考价格一系列影响机制的认识,可以为零售商定价提供全方位的决策参考。 This paper discusses the pricing strategy of retailers from the perspective of consumers. Based on information economics and cognitive psychology, this paper puts forward the consumer reference price usage model, including the three sub-processes of reference price formation, extraction and use, Individual and situational factors, including the purchase of mission factors, store factors and product factors. The understanding of a series of impact mechanisms of reference prices can provide a full range of decision-making reference for retailers pricing.