改革开放以后,我国完成了计划经济向市场经济的转变,价格制定权逐渐由政府计划制定转向了市场机制形成,然而,绝大多数企业在制定价格时仍然无法适应营销革命后价格形成的新机制。本文根据营销理论的精神,提出适合现代市场营销的商品价格理论及其定价模式。 After the reform and opening up, our country has completed the transition from a planned economy to a market economy. The pricing power gradually shifted from the government planning to the market mechanism. However, most of the enterprises still can not adapt to the new pricing mechanism after the marketing revolution when formulating the price . According to the spirit of marketing theory, this paper puts forward the commodity price theory and its pricing model that suits modern marketing.