Research On Marketing Strategy Considering Business Fairness Concern And Consumer Online Shopping Experience Lag

With the development of Internet technology and electronic commerce,more and more consumers experience the convenience advantage of online shopping,and then turned to the online shopping consumption.In the e-commerce,some new features oc-cur along the firm's production promotion,sales and other marketing strategies.Such as:when promoting the product,how the business-makers make decisions when they have a different view of the distribution of profits?And how the business-makers make decisions when the uncertainty of consumers' preference for products occurred because of the product experience-information cannot be realized immediately.Thus,the busi-ness decision-makers will have to face two major problems:First,when the compa-nies and opponents have different views on the distribution of additional profits,how can they make the best decisions for themselves?Second,when the enterprises faced with the uncertainty of consumers' preference for products which caused by the prod-uct experience-information cannot be realized immediately in the electronic commerce environment,how can they do to solve the question and to maximize their own profit?In this paper,we will focus on the two issues.In order to solve the first problem,we built a Stackelberg Game.Here,the shopping guide platform will act as a leader and the firm which need consumer traffic will act as a follower.In this paper,we do not assume that the decision maker is the rational rationale of the economic man,we go further and introduce the fairness concern to the decision maker's consideration.By constructing the target utility function of the decision maker,the optimal decision behavior of the enterprise is analyzed in this paper.Our analysis shows that when the cost sharing decision of shopping guide platform is the medium size,the optimal decision of the firm which need consumer traffic will be not affected by Fairness Concern.At the same time,the profit and the utility of the two firm are equal and coordinated.And considering the Fairness Concern will make the shopping guide platform bear more costs,will also make the firm which need consumer traffic do more sales effort.After solving the optimal marketing strategy decision between the enterprise and the enterprise,we further focus on the marketing strategy between the enterprise and the consumer.Through the construction of Hotelling model,we describe the consumers'strategy purchase behavior.And we explore the enterprise' optimal pricing strategy in the new situation.The analysis shows that the optimal pricing of the firm increases as the return cost of the consumer increase,and the lower the optimal price of the firm when the consumer's difference in the priori utility of the product is smaller.At the same time,the price of products increases with the preference when one of the products has no solely demand;while the price of product decreases with the preference of the consumers under certain condition when there are consumers purchasing all products separately.In addition,this paper shows the critical conditions for the existence of the strategic return behavior of consumers,the consumers' strategy return behavior will disappear when consumers' return cost is higher than this Critical condition.