Research On The Product Advance-selling Pricing Model Based On Consumer Decision Making

With the rapid development of the Internet technology and social economy,more and more new products into the market,so that the product pre-sale way came into being.In fact,under the pre-sale mode,the consumer's demand direction is more obvious,and their purchase decisions become more strategic.They form a rational expectation to the future price and supply of the retailer,which will choose the right time to buy,and then obtain the largest consumer surplus.It can't be ignored that this behavior complexity has influenced the pricing strategies and benefits of retailers,and has become a hot research in issue recent years.Compared with the model based on the newsboy literature,in this paper,we consider the model selection and product pricing problem for retailers' sale model under the strategic decision.We divide the products into mass products and short life cycle products,then use consumers' perceived risk coefficient and products availability coefficient as breakthrough point to build two kinds of pricing model.Under the assumption that the product price is known,we analyze consumer purchasing decisions and calculate the proportion of consumers in the pre-sale stage and normal sale stage to calculate the actual demand of the product,and then launch the retailer's optimal pricing decision.In the discount model of mass production,we found that the retailer should abandon the sale strategy,when the consumer risk neutral or risk preference,retailers should use the lowest price principle.In the short life cycle product discount model,retailers should take advantage of the opportunity to increase the purchase price.When the consumer has a moderate or high demand for products,the retailer should increase the price of the product to ensure demand,and then the retailer should follow the principle of lowest price in the normal sales stage.Next,the rationality of the model is verified by numerical examples and image simulation analysis,and the conclusion can provide reference for the actual sales of the retailers.First,the process and the conclusion of the model are consistent with the actual case.The product value of the product is represented by the K of the products,and the retailer's profit is the convex function of the K.