Research On Fashion Product's Pricing And Ordering Strategies Considering Customer Behavior

With the growth of market economy and social demand,the market environment faced by enterprises has undergone profound changes.Especially in the field of fashion products represented by clothing,retailers are facing challenges and pressures from product replacement,strategic customers and other aspects in the new market competition environment.Based on the short life cycle of fashion products,some retailers adopt dynamic pricing strategy to improve the problem of unsalability at the end of sales period.While strategic consumers benefit by delaying consumption in the process.In this context,if the retailers of fashion products intend to achieve higher sales benefits,they are supposed to avoid the negative impact of strategic consumer purchasing behavior on the sales process.Therefore,how to choose a reasonable pricing and ordering strategy is more important at this time.Based on the achievements of related disciplines,this paper uses the theories and methods of rational expectation,dynamic planning and supply chain contract to explore the coordination of supply chain,the pricing and ordering decision-making of multi-stage sales of retailers.The main research work and results are as follows:Considering customer's strategic behavior and risk preference,this paper discusses the coordination of secondary supply chain based on buyback contract and rational expectation equilibrium theory,as well as two-stage sales order and pricing decision-making from the perspective of retailers.Through model deduction and numerical calculation,the contract conditions under decentralized decision-making and supply chain coordination decisionmaking are compared,and their effects on retailer's optimal decision-making are also discussed.Then,in the case of decentralized decision-making and under certain consumer's risk preference,the optimal order quantity,retail price and supply chain member's income are compared with the change of transaction price.The results of numerical example show that: 1)The order quantity,price and manufacturer's optimal transaction prices,and supply chain member income decrease with the increase of customer risk preference;2)From the total revenue of upstream and downstream supply chain,supply chain coordination model is superior to decentralized decision-making model.Both sides of supply chain can achieve Pareto improvement by adjusting buy-back contract parameters.Contract parameters and supply chain members' income decrease with the increase of customer risk preference coefficient.Secondly,in view of the demand uncertainty of fashion products,the customer perceived value is quantified,and a multi-stage dynamic pricing model is established to maximize the total expected profit of retailers in this paper.Using the idea of dynamic programming,the effects of pricing times,customer perceived value attenuation factor and price elasticity coefficient on Retailer performance and product pricing are studied.The numerical examples show that: 1)Under the dynamic pricing strategy,moderately increasing the number of price reductions and reduce orders help to increase retailers' expected profits and accelerate commodity circulation;2)Retailers' expected profits and optimal retail prices at all stages are positively correlated with product fashion factors,while they are opposite to functional factors and customer price sensitivity.