Research On The Pricing Of New Products Of Enterprises In The Context Of Heterogeneous Consumers

With the continuous development of the Internet level,the speed of product update is getting faster and faster,and a variety of new products are constantly emerging around us,but many new products have not successfully existed in the market,except for the technology of the products.In addition to issues such as quality and quality,pricing issues have become an important factor in product success.Consumers also have different preferences for different products,namely heterogeneous consumers.In this context,through network platforms,mobile terminals and other channels to choose their most suitable buying opportunity to maximize their residual value.Then,when new products are just listed,some consumers will consider the current stage of consumer surplus to make purchase choices.Such consumers are short-sighted consumers.There are also some consumers who have the ability to buy,but will consider the two stages of consumer surplus before making a choice,such consumers are strategic consumers.Therefore,in the context of such new product pricing,consumer types have become a factor that cannot be ignored.With the rapid development of science and technology,enterprises must constantly adjust their pricing strategies in such a large environment.New products produced often have competitors in a short period of time,so they are extended to two production enterprises in the research background.And the first mover and the imitator have entered the market successively,and based on the previous research,from the strategic consumer type to the more suitable mixed consumer type.Heterogeneous consumers can be divided into two types: short-sighted consumers and strategic consumers.Therefore,the third chapter discusses the optimal pricing of new products for heterogeneous consumers in the case of completely strategic and short-sighted consumers.Firstly,the equilibrium pricing in the second stage is analyzed.Secondly,the pricing in the first stage is analyzed.The equilibrium pricing,profit and social welfare are obtained through the reverse analysis.Secondly,in order to get closer to the reality,this paper further expands the type of consumers into mixed consumers,and represents the proportion parameters of the two types of consumers through the parameters.The reverse analysis method is also used to study the impact of the increase of strategic consumers on consumer surplus and corporate profits.At the end of the paper,the relationship between each variable and price,profit and social welfare is analyzed more clearly through numerical simulation.1.As the discount factor of the same product increases in different sales stages,the competition of the same product becomes more and more fierce in the market,which will lead to the decline of corporate profits.2.As consumers value the difference between the two products more and more close to 1,the competition between the two products intensifies,which eventually leads to the rise in the profits of the pioneers and the decline in the profits of the imitators.3.With the increase of the proportion of strategic consumers in the market,the total market profit decreases,but the consumer surplus increases.In addition,the increase of consumer surplus is greater than the decrease of consumer surplus,and finally,the increase of social welfare.