Research On New Product Pricing Considering Social Learning And Strategic Customers In Virtual Brand Community

The rapid development of social networks and interactive communication of information not only changes the shopping mode of customers,but also promotes the development of retails' marketing pricing.For customers,observing the comments and sharing information has become an important reference of users' shopping choices.For enterprises,building a brand community interaction platform,while considering customers' observation behavior,information diffusion intensity and trust degree in social relations,the formulation of the optimal marketing strategy and the sales strategy to maximize profits have gained the attention of retailers.Based on the existing literature of strategic customers' behavior,we introduce interactive learning of the virtual brand community into the pricing environment to construct a two-stage monopoly model through the Bayesian learning thesis and analyze the customer utility function.Then we focus on the effect of the initial information release range and customer comments' accuracy on strategic customers' decision-making behavior and retailer pricing when virtual brand community retailers launch new products of unknown quality.The research shows that,compared with initially informing all customers of the product's launch information,selecting only part of customers to release the new product information can ensure that some market shares can be retained by adjusting pricing in the case of poor quality of new products.When the accuracy of customer comments is high,there is the optimal range of information release to maximize the total profit,and the higher the accuracy of information,the smaller the number of people selected.In addition,the overall profit decreases with the decrease of information accuracy,indicating that the information with higher accuracy can enable retailers to obtain higher profits.In order to better apply the influence of social relations,we extend the model to both inside and outside the virtual brand community,and use the social influence of customers to spread information inside and outside the community,so as to improve brand awareness and obtain more potential customers.The influence of information diffusion intensity and user trust on information dissemination and customer valuation is analyzed.The research shows that under the condition of moderate information diffusion intensity,the optimal number of people can be determined to promote retailers to obtain the maximum benefits.The range of information release is also affected by the trust of customers outside the community,and the higher the trust between users,the less the optimal number of people should be selected.That is,the higher trust between peers is more conducive to the marketing activities of new products of community brands.The existing customer base in the brand community is also an important reference factor for retailers' pricing and information release.When there are more users in the brand community,selecting fewer opinion leaders can enable retailers to obtain higher profits.