Retailer Pricing Decision And Model Selection Research In The Context Of Customer Strategic Behavior

With the rapid development of the global economy and the improvement of people's living standards,the requirement of customers in products and services are more and more strict,and customer behaviors are becoming more and more strategic.Customer's strategic behavior makes the pricing of the enterprise uncertain.In order to meet the needs of customers,retailers in the market use different service methods to meet customer needs,such as offering quick response,providing value-added services,etc.However,the existing articles have not studied the optimal pricing decisions of retailers under the customer's strategic behavior and didn't give the comparison between different service methods.In addition,with the upgrading of consumption levels and the pursuit of higher quality of life,the consumption of luxury goods has increased tremendously.Many customers make conspicuous consumption,and retailers in the luxury market have two business model choices: positioning high-end luxury goods or transforming to “light luxury”.How to choose business model is one of the issues that companies are very concerned about.For conspicuous customers,many retailers use hunger marketing to attract customers.In reality,many companies attract customers to buy through service level investment and advertising.However,which modes is more conducive to the retail has not yet carried out a theoretical discussion.Therefore,in this context,this thesis studies a supply chain system consisting of a retailer and a group of strategic customers.This thesis first studies the research status of customer strategy behavior and retailer's own behavior,then makes a review of quick response,risk-averse,value-added services,hunger marketing,advertising investment and service level investment.By summarizing the existing literature,this thesis points out the shortcomings of existing research.On this basis,this thesis studies the various behaviors of retailers themselves in the context of customer strategic behavior.(1)This thesis establishes a retailer decision-making model that considers risk aversion and quick response in the context of customer strategic behavior.The retailer's pricing decisions were studied in four cases.Through comparative analysis,this thesis finds that quick response can improve the utility of the enterprise.When the risk aversion is not considered,the retailer has three pricing decisions,and there are two kinds of decisions in the case of risk aversion.(2)In the face of conspicuous customers,this thesis establishes a decision-making model under the quick response and value-added services of retailers in the luxury market.Through comparative analysis,this thesis finds that quick response will definitely improve utility,and value-added services are beneficial under certain circumstances.Under certain conditions,it is more advantageous for retailers to respond quickly than value-added services.(3)This thesis constructs the optimal decision-making model under the background of conspicuous customers and hunger marketing.Through the model comparison,the retailer's pricing and service level under different modes are given,and the retailer's optimal supply ratio is analyzed.Studies have shown that the supply ratio of hunger marketing will affect the decision-making of retailers.In addition,for retailers,it is beneficial to invest in service level and to advertise,but the benefits of advertising are greater than the service level investment.In the end,we summarize the results of the models and put forward the main conclusions and future research directions.