چكيده به لاتين
Communication with customers in B2B markets is important and is introduced as an important phenomenon in the business environment and should be carefully considered by management. In general, the need for stable communication with customers is the selection of appropriate strategies in various areas of business, including pricing decisions, which is the main pillar of any competition. As businesses seek to maintain themselves in competitive markets, a strategy that can ensure long-term profitability and customer retention brings them closer to their goal. There are three long-term pricing strategies: cost-based pricing, competitive pricing, and value-based pricing. The first two strategies focus on the cost of one product or service and the other on the competitor, respectively. The difference between value-based pricing and other pricing is in the word value, which deals with the pricing process based on the value generated for its customers. This issue emphasizes the importance of the role of customers' relationship with business. This issue is also very important in the country's health system because the management of the country's laboratories is changing and changing in parallel with the changes in the medical diagnostic services management system worldwide. Limited financial resources, unrealistic tariffs and economic pressures in the country's laboratory system have led many partners to establish networked laboratories to maintain the country's laboratory unit. In this regard, proper interaction of members with the detection network requires the provision of appropriate tariffs to members. The focus of this research is to provide a model that can implement value-based pricing in B2B. For this purpose, in order to discover the values, an interview was conducted with the members of the network and their desired values were identified. Then, with data-based approaches, these concepts are modeled to be able to predict competitive price. From the appropriate prediction algorithms, the decision tree, New Biz and neural network algorithms were selected and the final results of each were compared. According to the results, the decision tree algorithm is the best algorithm with 95% accuracy. Finally, the adoption of a new strategy in the field of pricing and its implementation on a real issue is the innovation of this research.
