Research On Behavior-based Price Discrimination Method Under Enterprises Competition

The development of information technology has enhanced the ability of scientific calculation and storage,making it easier for enterprises to collect the historical data of consumers' purchases.Using this data,companies can differentiate between new and existing customers and implement BBPD stratetegy.In the market environment with increasingly fierce competition,the price competition among enterprises presents the common and complex characteristics.As a typical aggressive pricing strategy,BBPD has been widely used by all competitive enterprises.However,there are few studies on BBPD in different enterprises competitive situations.Aiming at the above problems,this paper studies the BBPD strategy under the situation of competition between two enterprises.First,under the competition of the two incumbents,BBPD strategy takes into account the factors of relative switch cost,vertical differentiation and horizontal differentiation.A two-stage game model of BBPD and a two-stage game model of unified pricing were constructed considering consumer behavior,and the two-stage equilibrium pricing of the two pricing strategies could be obtained by solving the two-stage equilibrium pricing model using backward induction.Then,the two-stage equilibrium performance of the two enterprises was compared and analyzed,and relevant conclusions were given.Second,under the competition between incumbents and entrants,BBPD strategies that take into account consumer behavior,and comprehensively consider the factors of switch cost,horizontal differentiation and vertical differentiation and network externalities.A BBPD model and a unified pricing model were constructed respectively,and then the equilibrium pricing under the two pricing strategies was obtained by solving and calculating the models respectively.The performance of the two enterprises under the BBPD,the performance of the two enterprises under the unified pricing,and the performance of the enterprises under different pricing strategies were compared,and the relevant conclusions were given.Finally,the application of BBPD is expounded,and some Suggestions are given to the enterprises that implement differential pricing considering consumer behavior.