The Research On The Pricing Strategy Model Of Enterprises In Environment Of E-commerce

Pricing is one of the most important decisions for enterprises. As more competitive market competition, the pricing competition shows the most obvious, enterprises and customers both become the decision subject. So the research on enterprises'pricing strategy is important for enterprises to get success and price advantage in competitive market.Firstly, this paper sums up summary the research background and results of this area, the research content and innovation of this paper. After that this paper introduces the related content and theory summary of e-commerce and pricing.For manufacturer and retailer, this paper research the single-objective and dual-objective pricing strategy under e-commerce. In the single-objective pricing, this paper gives the pricing model under symmetric information and asymmetric information. In the dual-objective pricing, this paper exploratory determines the operating cash flow objective function of manufacturer, gives manufactures' dual-objective pricing model based on profit objective and operating cash flow objective; according the influencing factors of customer satisfaction getting from questionnaire, this paper exploratory determines customer satisfaction objective function of retailer, retailers'gives dual-objective pricing model based on profit objective and customer satisfaction objective. This paper uses optimization theory method and software of Matlab to solve single-objective and dual-objectives pricing strategies.At last this paper compares the two single-objective pricing strategies under symmetric information and asymmetric information, and gets:honestly declaring quality information is necessary. This paper also numerically analyzes the pricing strategies of single-objective and dual-objective, and gets:The dual-objective pricing is feasible; according to dual-objective pricing, manufactures can obtain good operating cash flow and profit, retailers also can obtain good customer satisfaction and profit; and other important conclusions. The research on single-objective and dual-objective pricing strategy is meaningful for enterprises'to accomplish the pricing and operating objective.