The Research Of Pricing Strategy For Perishable Goods With Consumer Behavior Consideration In Experiential Marketing

With the arrival of the experience economy,increasingly fierce market competition,more and more customers occupy a dominant position in the sale process.At the same time due to accelerated changes in commodity attribute characteristics and target customer groups and product update speed preference,a large part of the goods belonging to the category of perishable goods,the sales cycle is short and there is residual is low or even zero features.Businesses in order to increase the goods sales margins tend to use dynamic pricing.In this environment,some customers began to use businesses to develop pricing strategies,choose a satisfactory price to buy goods at the right time.They compared the different stages of the consumer surplus,so as to determine the purchase behavior.This part of the customer is called strategic customers,They have had a negative impact on business profits.The experiential marketing process,the customer is regarded as the decision of the coexistence of rational and emotional.Experiential marketing strategy can change the strategic customer's preference,prove strategic customer's purchase intention.The strategic customer's delayed purchase behavior with good remission.But at the same time,experiential marketing will inevitably increase the cost of business.Therefore,make the best price for strategic customer behavior in experiential marketing strategy,maximize business profits,and perishable goods experiential marketing pricing strategy,through the method of establishing pricing model,These have important theoretical significance and practical value.Study on pricing strategy for perishable goods with consumer behavior consideration in experiential marketing,the main work is summarized as follows:Firstly,refine the pricing problems for perishable goods with the consumer's myopic andstrategic behavior consideration in experiential marketing.Summarize and analyze the strategic customer behavior which may exist in the pricing problems for perishable products,according to the characteristics of perishable goods,combined with a large number of empirical studies for experiential marketing on customer behavior influence the results,and customer myopic and strategic behavior as the main research contents of this paper,the customer segmentation for myopic customers and strategic customers,refine the pricing problems for perishable goods with the consumer's myopia and strategic behavior consideration in experiential marketing.Secondly,refine the two-stage pricing model for perishable goods with the consumer's myopic consideration in experiential marketing.In order to solve this problem,has analyzed the influence of experiential marketing purchasing behavior for myopic customer.The different stages of the buying behavior for myopic customer conditions are determined,the two-stage pricing model for perishable goods with the consumer's myopic consideration in experiential marketing has been constructed.Thirdly,refine the two-stage pricing model for perishable goods with the consumer's myopic and strategic behavior consideration in experiential marketing.In order to solve this problem,has analyzed the influence of experiential marketing purchasing behavior for myopic and strategic customer.The different stages of the buying behavior for myopic and strategic customer conditions are determined,the two-stage pricing model for perishable goods with the consumer's myopic and strategic behavior consideration in experiential marketing has been constructed.This study not only for businesses and enterprises of perishable goods experiential marketing pricing provides the optimal pricing strategy based on strategic customer behavior as a reference,but also alleviate the negative impact of strategic customer behavior of enterprise business profits to provide new research ideas for the study.