Research On Dynamic Pricing Based On Online Consumer Behavior:Considering The Impact Of Strategic Consumer Behavior And Customer Loyalty Programs

This article is based on the background of the rapid development of data science and internet technology to establish three models to maximize expected return under different situations.Firstly,this article analyzes the existing literature on dynamic pricing and strategic consumer behavior.Secondly,a two-stage dynamic pricing model is established based on strategic consumption behavior and differential discounts.Finally,the optimal pricing strategy is obtained by using inverse order method.The main research conclusions:(1)the strategic consumption behavior of consumers is not conducive to the retailer's expected maximization of revenue;(2)for the old and new customers,the retailer will implement the corresponding two-stage pricing strategy respectively,which will help to maximize the revenue;(3)for reducing the inertia of the old customers and increasing customer loyalty,the retailer will implement differential discounts for old customers.It's beneficial to maximize expected earnings and reduce the impact of strategy consumer behavior on earnings.The innovation of this article is to consider the characteristic of old and new customers under the online consumer behavior and add differential discounts setting based on online reviews into the models.Research conclusions of this article have very important theoretical and practical value.