A Comparative Study Of Pricing Strategies For Multi-product Lines Of D Luxury

The development of social economy makes consumers appeal to show their individuality and taste more and more strong,leading to the extension of fashion range,the product constantly upgrade.At present,apparel,technology products,fashion products as the representative of luxury products become a popular consumer product^[1].Luxury ornaments have typical characteristics such as expensive price,short life cycle,high pressure of competition and uncertainty in demand.This makes the acquisition of information more convenient and diversified consumers become rich in experience,they aware that the future price and path of the product tend to be strategic,which will be delayed or ahead of time to purchase by psychological factors,which further reduces the effect of enterprise sales.Therefore,it is a difficult problem for the enterprise to consider the complex response of the consumer to the price change of the product and the dynamic game,so as to make a flexible and effective strategy to balance the relationship between the sales and the profit.On the other hand,in order to relieve the pressure of market competition,enterprises tend to extend product lines,which will inevitably lead to competitive relationship between main and secondary products,and the competition between different product lines is affected by their respective prices and service experience.Based on the above problems,we make use of consumer rational expectation equilibrium,game theory and revenue best method to optimize and improve business decisions.Through the research of fashion strategy consumption behavior,we sum the consumer's psychological motivation up to two kinds:One is the"high price regret"of missing the low price due to impulse buying.The second is to wait for the low price but encounters out of stock to produce"stockout regret".On this basis,we analyze the effect of these on the Markdown?MD?pricing strategy and the Markup?MU?pricing strategy in a two-period sales.First,we take into account these two kinds of regrets which affects the consumer's utility function,and build a modelanalysis in the presence of stochastic demand,the firm should set the pricing decision and ration level considering consumer behavior in two-period selling of Markdown?Markup?pricing strategy.By comparison of the firm's profit under both pricing modes,we focus on analyzing the comprehensive influence of the two kinds of regret psychological factors on the sales stage segmentation.Our results suggest that:Consumers with regrets will weaken the propensity to delay buying,and the firm can induce customers to buy at high prices by creating appropriate rationing risks.Secondly,under the two pricing modes,when satisfying certain conditions,the firm can realize the optimal income higher than the unified pricing in the face of the consumer group,and Markup pricing strategy is more beneficial than Markdown pricing strategy.Secondly,for the two product lines extended by D enterprise,we will refer to the demand for linear demand plus random Newsboy factor form.Among them,the main line random Newsboy factor studies the demand of the conspicuous consumer,and the sub line random Newsboy factor studies the strategic consumer demand.We make the optimal price and random demand of each product according to the maximization of the random income.Linear demand considers the demand of two types of consumers in a market environment,and introduces the important influence of the service factors of the D luxury enterprises,reflecting the horizontal competition relationship between the main line and the sub line products,and making the maximum linear demand and the total demand according to the linear income.The research shows that the stronger the psychology of showing off is,the higher the main line price is,the lower the total demand is and the higher the total demand for the secondary line.