The Revenue Management Model Of Considering Customer Behavior And Its Application In The High-tech Industry

Traditional revenue management study builds on the basis of the assumption ofshort-sighted customers, without considering the impact of the customers’ responsivebehavior. In fact, the customer tends to exhibit the characteristics of boundedrationality when making purchase decisions. This paper firstly analyzes the customertransfer behavior and reference effect under the revenue management environment.Then it establishes mathematical models of the inventory control and dynamic pricingrespectively based on customer behavior characteristics, and actually applies themodels to high-tech products sales revenue management decision-making. It hasimportant theoretical and practical significance to put forward countermeasures forthe high-tech enterprises to control the stock of high-tech products and pricing. Thecore content and conclusions are as follows:In the study of theoretical model, firstly, this paper establishes a two-generationcapacity allocation model which considers customer unidirectional transfer behavior,finding the optimal solution according to the incremental decision tree analysismethod, and verifies the application of the model can bring more profits for theenterprise through numerical experiments and parameter sensitivity analysis, whileanalyzing the effect of the parameters:transition probability, the pricing of new andold products, the cost of the new and old products and the salvage value of new andold products to decision-making results. Secondly, this paper establishes a dynamicpricing model which considers reference effect to obtain the optimal price pathaccording to the back stepping method, followed by analyzing of the second-stage andthe first-stage pricing, and numerical experiments and parameter sensitivity analysisalso verify the application of the model can bring more profits for the enterprise, andanalysis the effect to decision-making of the main parameters like the memoryparameters, the discount factor, price elasticity and the reference effect.In the research of practical application in high-tech industry, it is proved thattransition probabilities, new and old products pricing, new product salvage valuefactor and the discount factor have a positive effect to the decision-making results.The cost factor of the new and old products, old product residual value factor,memory parameters, the price elasticity factor and reference effect factor has anegative effect to the decision-making results. Based on theoretical models and application research, strategies are gived as follows: from the perspective of analyzingthe customer transfer behavior of inventory control，firstly, through diversification,gain the customer recognition of the value of new products, an appropriate increase inthe price of new and existing products; secondly, by increasing the residual value ofthe new products for high-tech enterprises, to improve the value of new products, sothat customers feel that the new product is relatively "inexpensive"; thirdly, reduce thecost of new and old products and old products residual value, promote product sales;from the perspective of analyzing the customer reference effects of dynamic pricing,firstly, raise the discount factor, prepare for high prices in the future and increase thelong-term income; secondly, develop and adjust a reasonable product price, lowerprice elasticity; thirdly, diverse product types, functions, publicity, reference, changeor weaken the customer`s focus on the price of the product history.