Abstract: In the real economic life, the traditional economic theory is difficult to make a reasonable explanation to the modern economic phenomena. The rising behavioral economics use their theoretical analyses which close to the real marketing behavior, putting forward challenges to the defects of the traditional economics, and greatly enhancing the explanatory power of the economic phenomena. This article is from the perspective of behavioral economics, using the related theories to explain the pricing strategies of the enterprises, and guiding them to make reasonable pricing strategies.

Key words: behavioral economics; pricing strategy; enterprise

摘要：对现实经济生活中的大量经济现象，传统经济学理论难以做出合理的解释。新兴的行为经济学以其逼近真实市场行为的理论分析对传统经济学的缺陷提出了挑战，大大增强了对经济现象的解释能力。本文以行为经济学为视角，利用有关理论对市场中企业定价战略进行解释，并指导企业经营者作出合理的定价战略。

关键词：行为经济学；定价战略；企业