Dynamic Pricing For Online Shopping Malls With Strategic Consumers Behavior

In recent years,with the maturity of Internet technology,more and more offline malls have established their own online independent platforms,such as Suning Tesco and Gome Mall.With the increase in the number of online shopping malls,competition has become more intense.Various businesses have racked their brains to develop a variety of methods(price wars,market segments,and improved service quality)in order to compete for more market share and achieve higher profits.In the case that commodity homogenization becomes more obvious,price war is the most common competition method,and dynamic pricing is a commonly used pricing strategy.However,with the wide application of dynamic pricing and the increase of consumers' access to information channels,consumers' behaviors have become more and more strategic.They will speculate on the sales trajectory of commodities based on past historical information and weigh the effects of different stages.So choose the best time to buy.Some scholars have proved that retailers ignore the consumer's strategic behavior will bring losses to their income.Therefore,it is of great theoretical and practical significance to study the influence of consumer strategic behavior on retailers' dynamic pricing and returns.Consumers' strategic behaviors and risk appetites are prevalent in the online market,and they seriously affect the retailers' sales volume and sales profits.Therefore,researching consumer strategic behaviors and risk behaviors is of great significance to the pricing decisions of online mall retailers.In the face of consumer behavior,retailers must take measures to reduce losses,and the price protection mechanism is the response mechanism of retailers in response to consumer strategic behavior.Based on the relevant theories of consumer strategic behavior and dynamic pricing and the research basis of domestic and foreign experts and scholars,this paper considers consumer strategy behaviors and risk preference behaviors,and introduces price protection mechanism to comprehensively and systematically study the dynamics pricing of online mall retailers.The content of this thesis mainly includes the following parts:(1)The coexistence of short-sighted consumers and strategic consumers in the market,with the goal of maximizing the profit of retailers,and researching the optimal pricing strategies of retailers under different proportions of consumers.(2)On the basis of the above,further assume that strategic consumers have risk preference behaviors,and also aim at maximizing the interests of retailers,and study the impact of strategic consumers' risk preference factors on retailer pricing and returns;3)When there are only strategic consumers in the market,in order to make up for the loss of profits of retailers,a price protection mechanism is introduced to study the impact of price protection strategies on retailer pricing and returns.Concluded as follow:(1)Different types of consumers influence the retailer's pricing strategy.In the pricing process,retailers need to consider different pricing measures for different types of consumers.(2)The risk preference coefficient of strategic consumers is inversely related to the retailer's pricing and income function.The greater the risk preference coefficient,the lower the retailer's regular period pricing and the lower the profit.Therefore,in the face of strategic consumers with risk appetite,retailers should lower the regular period selling price and attract consumers to purchase goods in the regular period to reduce the loss of profits.(3)Under price protection measures,retailers can increase profits by reducing the amount of orders and increasing the retail price.