| Issue |
SHS Web Conf.
Volume 225, 2025
2025 3rd International Conference on Financial Management and the Digital Economy (ICFMDE 2025)
|
|
|---|---|---|
| Article Number | 01005 | |
| Number of page(s) | 14 | |
| Section | Digital Economics & Behavior | |
| DOI | https://doi.org/10.1051/shsconf/202522501005 | |
| Published online | 13 November 2025 | |
Research on Dynamic Pricing Strategies of Sports Training Institutions Based on Customers’ Perceived Value--The Case of StarStart Institution
The School Of Sports and Technology, Guangzhou College of Applied Science and Technology, ZHAOQING, 526072, CHINA
* Corresponding author: dfwgggg@gmail.com
The introduction of the ‘double-decrease’ policy has led to a surge in demand in the sports training industry, and research on how customers’ perceived value affects the pricing strategies of institutions is of great significance to the pricing and decision-making of sports organisations. This research conducted in-depth interviews with 20 customers, 3 coaches, and 3 management staff of StarStart, and analysed the perceived value of customers, including price value, functional value, emotional value, and service value, and constructed a model of the influence of perceived value on the pricing of sports training institutions based on this model. The research results show that customers will judge the pricing of the institution according to their own perceptions and decide whether to consume or not, and that customers’ willingness to consume directly affects the income of the institution, which makes the institution price based on the customer’s perceived value.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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