| Affordable luxury goods is a kind of products and services with higher quality,unique taste and emotional resonance than other similar goods.It is expensive but not unaffordable.It is a product of high quality and cost-effective between traditional luxury goods and mass goods.Therefore,the characteristics of affordable luxury consumer groups are that on the one hand,they hope to show their taste and identity by consuming high-quality products.On the other hand,they also have the characteristics of "economical and affordable" chosen by general strategic customers.Therefore,this determines that the intertemporal strategic behavior of these consumers varies with different consumer psychology.The innovation of this study is to study the influence of affordable luxury consumers’ psychological characteristics and strategic behavior on enterprises’ sales strategies.This paper takes an empirical research,combined with the method of building mathematic models,and analyses the effect of different consumer psychology on the sales decisions of affordable and extravagant enterprises.With the popularization of Internet technology,enterprises’ insight into the consumer psychology of customers often depends more on the behavior data of users in the network platform,so as to formulate the optimal marketing strategy.Therefore,in the first part(the third chapter of the paper),this study uses the data of the real social network platform to mine the relationship between the online behavior of potential customers and the intensity of social relationship,which indicates that people have complex psychology-driven behavior in social or business environment.Consequently,in the second part(Chapter 4 to Chapter 7),the complex psychology is further divided into four types: customer loyalty,discount aversion,pain passivation and monopolization.Using the way of parametric mathematical modeling,it is divided into two cases according to the certainty of intertemporal pricing trend.Based on game theory and other related theories and methods to study the sales strategies of affordable luxury enterprises under different market conditions.The details are as follows:Firstly,focus on the attention and interactive behavior of users in the online social platform.Taking Bilibili on-screen video website as an example,15081 user interaction messages of 5027 fashion and beauty videos are grabbed.According to the intensity of interpersonal connections in social networking sites,the relationship between users is divided into strong relationship and weak relationship.Further analysis of the impact of relationship intensity on users’ video playback behavior shows that both strong and weak social relationships have a positive effect on the subsequent video playback.Furthermore,the enhancement of strong social relationships will reduce the positive effect of weak relationships on video playback,while weak social relationships have a negative effect on the number of fans,but with the enhancement of strong relationships,this negative effect will weaken.Secondly,consider that there are leading enterprises and following enterprises in the market,and consumers include customers who are loyal to the products of leading enterprises,as well as ordinary strategic consumers who are "economy first".This paper studies the problem of how to follow the enterprise how to choose its own product quality according to the customer loyalty of the leading enterprise products in order to achieve the best profit.The research shows that the condition for the follower to enter the intertemporal market is that the performance-to-price ratio of the follower is not lower than that of the leading product when the value declines.When customer loyalty meets certain conditions,the income of the follower during the sales period can be higher than that of the leading product.Thirdly,considering the psychological characteristics of consumers’ aversion to the discount promotion of their brands,this paper studies the impact of customer discount aversion and the possibility of product price reduction on enterprise pricing and supply decision-making under random demand.The study found that consumers’ aversion to discounts will further prompt enterprises to reduce their orders,create the rarity of products in the market and force consumers to buy as soon as possible.Further consider that there are two types of discount aversion strategy customers and ordinary strategic customers in the market m market.when enterprises adopt a limited supply strategy,the proportion of discount aversion customers is low to a certain extent,and the supply of products will be higher than that facing the whole market.Enterprises can counteract this negative effect by enhancing product design.Additionally,the pain passivation coefficient is introduced to describe consumers’ psychological utility and pre-sale preference to study whether affordable luxury goods sales enterprises adopt "premium pre-sale" or "discount pre-sale" in the two-phase sales.This paper compares the influence of affordable luxury fashion products with or without network externalities on consumer behavior and corporate decision-making.The research shows that the pricing of products with network externalities is always higher than the benchmark pricing,while in the choice of pre-selling strategy,the painful passivation of customer payment urges enterprises to adopt "premium pre-sale",and the network externality of products urges enterprises to adopt "discount pre-sale".When the product has network externality,the network externality of the product is always beneficial for the enterprise to obtain the maximum profit.Finally,in the fashion domain,people distinguish themselves by deviating from the popular choices,describe the people avoid liking fashion products already liked by many people from the crowd as the snobs.Morever,consider snobs and ordinary strategic customers exist in the market at the same time,compare their utility functions under different disclosure strategies,and divide the demand of consumption into four categories.The research shows that the overestimation of product sales by exclusive customers will restrain their purchasing behavior in the first period,and enterprises tend to disclose product information.at this time,products with strong fashion elements and stable value can make the best profit.and profits decrease with the proportion of exclusive customers.Monopolistic mentality will prompt enterprises to implement discriminatory pricing and widen the gap between the two periods of pricing to obtain high profits.On the other hand,the underestimation of product sales by exclusive customers will prompt them to have the desire to buy in the early stage,enterprises tend to hide product information,and the profit of dynamic pricing increases with the proportion of exclusive customers. |
