Research on Dynamic Pricing Strategies of Sports Training Institutions Based on Customers’ Perceived Value--The Case of StarStart Institution

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.