The Research On The Dynamic Pricing And Purchase Decision Of Luxury Goods Under Social Influence

With the help of macroeconomic growth and the rising of microeconomic consumer demand,luxury goods market has huge consumption volume.The competition between luxury goods companies is derived from various fields and various rank,at the same time,it is more convenient to share the information resources in the network era.The social influence between consumers also can`t be ignored from now on.Under the macro background,this paper deeply studied the dynamic pricing and purchase decision of heterogeneous consumer under the social influence of homogeneous and heterogeneous luxury goods in the monopoly market,through the optimization of pricing and purchase decisions,lu xury goods manufacturers can have a clearer grasp of consumers’ demands under the influence of the society In this way,furthermore,consumers can also make rational consumption and maximize their purchasing utility,so the luxury goods market can achieve optimum development.In this article,the sales period will be divided into two period stage,full price and discount price,respectively,under the rational expectations model this article explores optimal pricing and optimal purchase under the social impact between leader and followers,when a monopoly produces homogeneous and heterogeneous luxury goods and then the paper assigns a series of value for the model and presents Louis Vuitton company marketing strategy analysis in order to verify the feasibility of the theoretical model.With the help of research and analysis we found that: When there is a social influence between the leaders and the followers,if an enterprise produces homogeneous luxury goods,there will be three different buying situations.With the change of social influence factors,heterogeneous consumers will change their buying decisions.When enterprise produce heterogeneous luxury via product differentiation and targeted leading recruitment,it makes the leaders buy high quality product and are not affected by the social effect,followers can also increase their purchases by targeting leading role,all the measures makes the demand of three types of consumer in market can be met.This paper combines social influence effect with two-stage dynamic pricing model of luxury goods,and studies different pricing and purchasing strategies of homogeneous luxury goods and heterogeneous luxury goods under social influence.This paper puts forward the production strategy that enterprises could deal with the social influence between consumers,and puts forward some feasible suggestions for the development of enterprises based on the conclusion of the model.