Dynamic Pricing Of Different Brand Products Considering Of Online Reviews

With the rapid development of the Internet, online sales began to emerge; online shopping has become a trend. Online comments are the special characteristics of the online sales, and online comments have begun to show their quick spreading speed and tremendous influence and significance. User’s online comments, as one form of online word-of-mouth, will not only affect consumers’ perceptions and consumers’ decision, but also change the profit margin and market strategy of the enterprise. Pricing strategy as an important part of the enterprise market strategy is seriously influenced by the online comments. Studying the effect of online comments on the pricing strategy has important practical significance and value.In the current market environment, there are too many products and brands, product homogeneity is inevitable; so the research background of this article is the same enterprise selling many different brands of products at the same time; consumers in the market are strategic consumers. On this occasion, we will analysis the pricing strategy of the enterprise, at the same time, consider the influence of online comments on consumers, then study the effect of online comments on the pricing strategy; this is significant issue both for academics and enterprise.In this paper, the sales phase is divided into the original sales and mark-down sales two stages, we will consider the influence of online comments on consumers, and use the consumer utility theory, compare the different consumer surplus to determine the consumer buying decision, and then build the enterprises’ profit function, finally we will get the optimal pricing strategy.