Research On Pricing Strategy Of New Product Pre-Sale From The Perspective Of Consumer Valuation

As a new sales model,pre-sale has been more and more practiced and applied in the commercial society.Compared with the traditional sales model,Pre-sale mode can avoid the information asymmetry between consumers and retailers.It is a win-win sales mode for retailers and consumers.In fact,under the pre-sale mode,consumers' choice behavior is becoming more and more strategic,which has a very important impact on consumers' demand and retailers' pricing.Therefore,it has become a hot issue in recent years to study the pricing strategy of retailers under the pre-sale mode with consumer behavior as the main body.Based on the research background of pre-sale of new products,this paper discusses the pricing strategies that retailers should adopt from the perspective of consumer valuation.This paper sums up the main status and pricing modes of online pre-sale through case analysis on the Internet.It considers two different situations: the price commitment mode under uniform distribution of consumer valuation and the dynamic pricing mode under some known information of consumer valuation.It uses the uncertainty of consumer valuation and the principle of maximizing consumer surplus to calculate the pre-sale order of consumers.Then the retailer's profit function is used to determine the optimal selling price that the retailer should take in the pre-sale stage and the normal selling stage.On the basis of the known optimal pricing in the pre-sale stage and the normal sale stage,by analyzing and comparing the difference between the optimal price in the pre-sale stage and the optimal price in the normal sale stage,the different applicable conditions of premium pre-sale and discount pre-sale are studied.From the perspective of consumer valuation,this paper studies the optimal pricing of retailers under different changing conditions of consumer valuation.Through a series of models and simulations,it is found that the uncertainty of consumer valuation is an important factor affecting consumers' purchase decision-making behavior.The differentchanges of consumer valuation in pre-sale stage and normal sales stage affect retailers' optimal pricing,and these changes are also the main basis for the application conditions of premium pre-sale and discount pre-sale.These conclusions not only provide strategic suggestions for retailers' pre-sale activities in business practice,but also enrich the theoretical research of consumer valuation and pre-sale concepts.