Research On Pricing And Capacity Choice Strategy With Consumer Behavior Of Disappointment Aversion

The development of information technology such as data mining,which make consumers become more and more clever,they will decided to buy a present based on the study of future price.At the same time consumer disappointment aversion will have influence on consumers'purchase behavior.This paper select disappointment averse consumers as the research object,using rational expectations,expected equilibrium modeling to build model,through comparing consumer buying behavior of disappointment neutral and disappointment aversion,analysis the influence of disappointment aversion behavior on price and capacity choice strategy.The main work of this paper includes:(1)Literature analysis at home and abroad.Though finding relevant literature to understand the concept of strategic consumers.At the same time,reviewing and summarizing the literature of pricing and capacity selection strategy with consumers' disappointment aversion behavioral,then writing the literature review and theoretical overview,propose considering the pricing and capacity choice of consumer disappointment aversion behavior problems.(2)The mold building of capacity choice model with fixed pricing and the combination optimization model for pricing and capacity building with the limited capacity When consumer disappointment aversion and disappointment neutral.Consideration when the price is fixed,giving the capacity selection strategy of monopoly manufacturer under different prices.Through comparing the different cases of the manufacturer's profit,we know that the level of disappointment aversion is higher,the manufacturer's profit increased.When capacity is limited,the building of pricing and capacity choice joint optimization model.Study give that when consumer is disappointment aversion,there are two phase equilibrium optimal strategy.And monopolistic profits as strategy consumer the level of disappointment aversion is higher,the more profits is making,at the same the time,first the discount level is lower as disappointment aversion level increase,then increase.(3)In oligopoly competition market,The model building of pricing and capacity ration with disappointment averse consumer.Through example analysis and comparing the optimal whole order fill rates,the most optimal valuation,the optimal overall capacity,the size of the overall profits under different competitive level,obtained that the optimal overall order fill rates,the most optimal valuation,the optimal overall capacity is bigger than a monopoly market,however,the optimal overall profit is smaller than a monopoly market.