Research On Pricing Decision Of Electronic Retailer Based On Customer Heterogeneity

The continuous development of the Internet and the rise of electronic commerce, so the network marketing has become one of the most popular way of marketing, electronic retail stores have become retailers emerging marketing channels. With the continuous increase in the number of Internet users, the covered area is more and more widely used, compared with the traditional retail, electronic retailing has unique advantages, electronic retail transaction volume accounts for the proportion of total retail sales of social are increasing. However, electronics retailers to occupy a position in the marketing channel, it must consider the characteristics of consumers shopping network, to ensure the timely electronic channels play a role, so as to form a good environment of online shopping. Under this background, customer perceived risk on Internet product perceived value and the network shopping has become the key factors affecting the electronics retailer, pricing, customer heterogeneity gradually promote the electronics retailer to reconsider the pricing problem of product. Therefore, the goal of this paper is the combination of customer heterogeneity, according to the relationship between the price of the product, customer perceived value and customer perceived risk and demand, set up electronic retailers pricing model, which makes the electronic retailers maximize profits.First of all, the use of consumer utility theory, get the demand function in the new customer perceived value heterogeneity, the establishment of electronic retailers pricing model, the optimal retail price, sales and optimal profit and draw electronics retailers, influence analysis of adaptive network and unit cost of electronic retailer. Then, in the customer perceived risk heterogeneity, consider electronic retailers offer no returns and returns two strategies, demand function corresponding to the establishment of electronic retailers pricing model, two strategies, electronics retailers in the optimal retail price, the no return and the return the optimal sales and optimal profit obtained respectively, and the analysis of return effect the electronics retailer. Finally, will expand customer heterogeneity to two-dimensional, considering the customer perceived value and customer perceived risk heterogeneity heterogeneous case, by constructing the demand function, the establishment of the corresponding electronic retailers pricing model, obtains the customer the two-dimensional heterogeneous electronics retailers optimal pricing, optimal sales and optimal profit, and the optimal decision electronics retailer in two-dimensional heterogeneous the optimal decision and one-dimensional and two-dimensional heterogeneity compares and analyzes the.Through the research on the pricing decision electronics retailer customer heterogeneity, will not only enrich the theory research of electronic retailers pricing, will also further improve the electronics retailer, pricing power, the retailers have greater competitive ability in the future, and promote the healthy development of electric industry.