Research On Intertemporal Pricing Of Institution Products Based On Consumer Strategic Behavior

With the promotion of product segmentation under the rapid economic development,enterprises continue to launch more and more substitutable products with similar features,quality and appearance for consumers to choose, and use a variety of marketing tools to stimulate consumers' desire to buy. However, the increasingly rich shopping experience makes consumers gradually evolved into strategic consumers. They obtain information about the product through a variety of channels, and predict the possibility of product price cuts in the future combined with their own experience, to measure the current and future consumer surplus to choose the time to purchase. Faced with more and more rational consumers with strategic behavior, the product pricing in order to obtain a higher sales profits has become an important issue for the enterprise. Dased on the above background, the paper studies the optimal intertemporal pricing of two substitutable products with the goal to maximize sales profits, and compared with the short-sighted consumer situation.After reviewed and analyzed the literature on the dynamic pricing considersing consumer strategic behavior and substitution products pricing, we distribute consumer groups based on consumer strategic behavior, product valuation, and product characteristics, then distinguish the purchasing time and intention of each group and solve the critical valuation between different decision. The paper establishes the profit maximization model of the two-period sales, and solves the optimal intertemporal pricing decision of the enterprise under the strategic behavior of the consumer. Then the paper analyzes the decision-making of the enterprises when the consumers are short-sighted. Through the numerical simulation, the paper analyzes the impact of product similarity on product pricing decision and enterprise sales profit. The results show when the consumers are short-sighted, the product similarity has no significant effect on the decision-making results. And the increase of the similarity of products makes the optimal price of low-level products continue to rise, while no obvious effect on the high-level products while facing the strategic consumers. On the whole, the profitability of the enterprise has a negative impact.Then, on the basis of considering whether the product is available at the discount period,the paper constructs the profit model of substitutable products under the limited supply strategy. The study find that product availability and level differences make the enterprise have two pricing strategies, and slove the optimal product price and the expected sales profit in the two cases respectively. Then, through the numerical simulation, the influence of product similarity and product availability at the discount on the decision of the enterprise is explored. The results show that,l, Limited supply strategy can weaken the consumer's strategic behavior.2, The impact of product similarity on pricing and sales profit under limited supply strategies is broadly consistent with the unrestricted supply of products, and the increasing of similarity will weaken the difference between the two limited supply strategies .3, Reduce the availability of products during the discount period, in both cases can weaken the consumer's strategic behavior, so that enterprises get higher sales profits. 4, Both of limited supply strategy can obtain the best sales profit for the enterprise, it makes no difference between them.