A Study Of The Pricing And Selection Of Seller's Sales Strategy Based On Online Information Transfer

With the change of Internet technology and the widespread popularity of social networks,people will receive a variety of information from the Internet every day.With the advancement of Internet technology from Web 1.0 to Web 2.0,there are large numbers of network users participating in the dissemination of network information every day.Roles have changed from passive recipients to creators and communicators of information.Nowadays,not only do consumers publish and share information through social networks,but also businesses promote their products through Internet channels and conduct social network marketing.They not only advertise through their own social media such as Enterprise WeChat and Weibo,but also they will give consumers certain discounts to share information about their products on social software.The phenomenon of information transmitted among businesses and consumers,consumers and consumers has caused widespread concern in the academic community.Based on this,this paper introduces the effect of network information transfer on the pricing and selection of seller's sales strategy in group-buying.Based on the relevant research at home and abroad,this paper considers the use of group-buying price discounts to motivate different types of consumers to transmit online information.We establish a mathematical model and get the main conclusions.The research content is mainly divided into two parts.The first part assumes that there are heterogeneous consumers in the market.Consumers are divided into informed consumers and uninformed consumers.We establish an optimal sales strategy and get the optimal group-buying discount and expected return based on the different ranges of valuations of the informed consumers.We get the following conclusions through research.1.The optimal group-buying discount and expected return increase with the increase of information transmission efficiency in any case.2.When the informed consumers have a wide range of valuations: ?if the ratio of uninformed consumers is higher than a certain value,the best group-buying discount and expected return both decrease as market price and the ratio of uninformed consumers increase.?If the ratio of uninformed consumers is lower than a certain value,the optimal group-buying discount decreases with the increase of market price and it will increase with the increase of the ratio of uninformed consumers when the information transmission efficiency is high and decrease with the increase of the ratio when the information transmission efficiency is low.At the same time,the expected return increases with the increase of the ratio of uninformed consumers and increases with the increase of the market price when the information transmission efficiency is high,and decreases with the increase of the market price when the information transmission efficiency is low.3.When the informed consumers' minimum valuation is low and the highest valuation is not high,the best group-buying discount and expected return will decrease as the market price increases and will increase as the information transfer efficiency increases.At the same time,the best group-buying discount decreases as the ratio of uninformed consumers increases and the expected return increases as the ratio increases.4.When the range of informed consumers' valuations in the market is small and moderate,the best group-buying discount and expected return will increase as the market price increases.At this time,all consumers in the market will buy directly at the group-buying price.5.When there is little difference between the group-buying price and the market price,consumers will buy directly with the market price.The second part assumes that the consumers in the market are aware of the products and divides consumers into high-value consumers and low-value consumers.We have established optimal sales strategy models in which sellers only use group-buying strategy and use mixed strategy with fixed price and group-buying strategy.We discover that the mixed sales strategy is better than the pure group-buying strategy when the information transfer efficiency between the two types of consumers is low.The pure group-buying strategy is superior to the mixed sales strategy when the information transfer efficiency between the two types of consumers is high and the valuation difference between them is large.