Research On Supply Chain Pricing Strategy Based On Consumption Restriction

With the booming development of e-commerce,e-commerce platforms have launched "consumption festival" activities to stimulate consumption.Through setting regular price and promotion price,they implement price discrimination to consumers to obtain more consumer surplus.In promotional activities,consumption restriction refers to various purchase restriction measures set in promotional products to prevent the occurrence of "buy cheap and sell expensive" behavior.With the strengthening of network supervision and frequent promotion activities,consumers’ perceived cost of consumption restriction has influenced the promotion effect of network platforms to some extent.In this context,how to make pricing and promotion decisions in supply chain has practical significance.By constructing a supply chain system composed of a single manufacturer and a single retailer,this paper analyzes the supply chain pricing and promotion decisionmaking problems,as well as the influence of consumer characteristics and internal parameters on product pricing and supply chain profits based on consumption constraints.Finally,Matlab software is used to intuitively show the influence of variables according to practical cases and verify the relevant conclusions.The main research contents include two aspects:First,a single-channel supply chain system consisting of a manufacturer and a retailer is constructed.There is a Stackelberg game among the supply chain members dominated by the retailer.The optimal pricing problem under different promotion decisions and the influence of consumer characteristics and promotion cost allocation ratio on the optimal pricing of the supply chain are analyzed.It is found that with the increasing commission proportion of e-commerce platforms,their profits will not always rise.The commission proportion within the appropriate range can not only attract sellers to enter the platform,but also ensure their own profits.When the supply chain participates in the platform promotion,if the platform discount is less than the perceived cost and a certain threshold value,the optimal pricing of the supply chain products decreases with the increase of the perceived cost,and the consumer demand is expanded.Secondly,considering that large manufacturers open online direct sales channels to expand the consumer demand market after having offline traditional sales channels,a dual-channel supply chain model consisting of a manufacturer and a traditional retailer is established.Through game theory,the pricing decision-making problem of dual-channel supply chain is explored under different power structures considering the perceived cost of consumption constraints.The results show that if the perceived cost of consumers’consumption restriction is small,the price of manufacturers’ online direct selling channels is not affected by the power structure of the supply chain,while the traditional retail price will rise with the decline of the power status in the game.When the number of consumers with perceived cost increases gradually,the optimal price of online channel products will decrease,while the traditional retail price will increase slightly.When consumers’perceived cost of platform promotion restriction is less than a certain threshold value,the optimal pricing strategy of the dual-channel supply chain is that the price of the online channel remains unchanged,while the traditional retail price is appropriately raised,and the profit of the supply chain is maximized.