Research On Commodity Pricing And Ordering Policy Considering Strategic Purchase Behavior In E-Commerce Environment

With the rapid development of network information technology,China's E-commerce platform has mushroomed,and now most of the categories of the commodity can be E-commerce platform for sales.Because some categories of the commodity are seasonal,perishable or short selling cycle characteristics,online retailers in the E-commerce platform to sell products often take the means of dynamic pricing,but the network retailers of this means that some consumers will become strategic,that is,they will be based on the existing shopping experience and network information technology to predict the future price of the commodity,and to choose the right time to buy,so get the commodity at the same time get more consumer surplus,researchers regard such consumers as strategic consumers.This article considers the impact of strategic consumers on retailers in the context of e-commerce.First,a two-stage sales pricing model is set up to discuss the impact of strategic consumer buying behavior on the retailer's pricing and return,and then take a coping mechanism to analyze how to make up for the retailer's losses.Second,when considering that the value evaluation of strategic consumers is affected by the price reduction of commodities,the temptation coefficient is introduced to construct the model and the influence of the temptation coefficient on the relationship between the proportion of strategic consumers and the retailer's return is discussed.Then,under the two different mechanisms of retailer's traditional replenishment and fast replenishment,we discuss the influence of strategic consumers on retailer's pricing,ordering strategy and total revenue respectively.At the same time,we analyze the implementation conditions of the rapid replenishment mechanism and how to increase the total return of retailers.Finally,we use theoretical results to analyze the examples in fashion apparel industry and provide solutions and rationalization proposals for the company in the face of strategic consumers.In the face of the purchase behavior of strategic consumers,this paper hopes to analyze the impact of strategic consumers on retailers by building different pricing models,give the corresponding countermeasures and suggestions and achieve the goal of increasing total revenue of retailers.The results of this article will provide important reference value and theoretical support for the enterprises when they face the problem of how to deal with the strategic consumers.