Research On Dynamic Pricing Strategy Of Enterprise Online Direct Selling In E-commerce Environment

With the wide application of dynamic pricing and the rapid development of informationtechnology, the consumer’s buying behavior becomes more and more strategically.This strategy ismainly reflected in: consumer based on commodity market information (such as price, inventory,supply demand relations) search to predict the commodity price in the future, and weigh at eachtime point for the purchase of consumer surplus, and then choose the best time to buy.Under the electronic commerce environment, dynamic pricing strategy is to some extentincrease the profit of the enterprise, but the resulting consumer strategic can not be ignored.Therefore, how will consumers strategy and dynamic price strategy for organic combination, aswell as the introduction of the coping mechanisms to ease policy impacts on consumers, and guideconsumers to buy at high prices, in order to achieve maximum profits, it is very important for boththeoretical research and practical application.In this paper,Based on the in-depth study of dynamic pricing theory and consumer behaviortheory, summed up the research deficiency: at this stage, under the network environment,most ofthe network environment of dynamic pricing is the rigid application of the traditional dynamicpricing strategy, combined with network consumer behavior to launch the research literature isvery few, especially consumer strategy.Then,this paper carried out in-depth analysis of apparelproducts and network clothing market,using dynamic programming, economic mechanism design,simulation and other theories and methods, the above problems are explored, and innovative putforward to dynamic pricing model with orders-discount mechanism.Based on the model analysis,have the following conclusion:(1)Regardless of whether or not to implement orders-discount mechanism,consumer strategy may reduce the optimal price and the expected return, when theenterprise carries out orders-discount mechanism, strategy of consumer’s reservationprice can be improved, and guide more strategic consumer choice in stage I purchase,the stage I consumers to buy rate rises, not only in a certain degree ease consumerstrategy, but also enhance the company’s brand image.(2)Consumer strategy on enterprise two stage optimal price and the expectedprofit influence is causes the enterprise the price war is one of the important reasons,and the implementation of dynamic pricing witrh orders-discount mechanism canease consumer strategy, improve enterprise in the two stage of the optimal pricing, but also based on the conversion factor θ control to control the two phase of theoptimal price, make the enterprise profit increase.