| Summary: | This article discusses the construction of efficient pricing procedures on the principles of subject-oriented management, which are based on modeling of preferences control subjects, in this case the bidders. The most significant innovation of the present paper is to develop a well-known concept of subject-oriented pricing in order to expand the technological foundations of development and implementation of effective capabilities procedure leading to the establishment of a "fair price" of the transaction according to the decision rule, which excludes preferential pricing for any of the contracting parties. A mechanism of subject-oriented pricing has been worked out on this concept basis. The attractive feature of this mechanism is non-manipulability (protection against attempts to manipulate the result of the two parties to pricing), indicating the independence of judgment of the market players on the external conditions and influences. This mechanism is valid when making decisions under conditions of uncertainty by using heuristics of representativeness, has a scientific novelty and has been brought to intuitive procedures and tools that simplifies its use in practice of determining the price of real estate. This is especially important when individuals with different preferences participate in management and agreed decision procedures are used to provide a "fair price". These procedures are characterized by the best interests of all participants of trade and are built on the development of the principles of active non-manipulated expertise and generalized median. This mechanism is able to take into account the market multiple product options, involving different equilibrium parameters on it, thereby increasing the efficiency of pricing control, with the ability to choose the most preferred ratio between quality and price of investment projects.
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