Pricing Strategy With Online Comment And Customer Learning

With the advent of the Internet era,consumers are increasingly having access to a variety of commodity information,leading to a dramatic change in the way consumers collect information and analyzing information.These changes have had a huge impact on consumers buying goods on various online platforms.Online consumer commentary is an extension of traditional word-of-mouth,one of the models of modern Internet word-of-mouth,and one of the important forms of communication between consumers and enterprises in the Internet era.Effectively make up for the disadvantages of consumer information asymmetry,and play a very important role in the success of commodity trading.The emergence of consumer online reviews has profoundly affected consumer lifestyles,business models,and channels for consumers and corporate information exchange.In this context,this paper takes the consumer utility theory as the corresponding theoretical basis,and the online retail two-stage sales as the background.Considering the impact of aftersales efforts on online reviews,it has established a consumer-free learning.The pricing model for online reviews and the establishment of a two-stage enterprise pricing model for consumer learning.Through research,when there is no consumer learning and the market demand capacity is small,it is found that the company should adopt a higher price in the first phase and the second phase;when the market demand capacity is large,the enterprise should be in the first phase.Providing consumers with free products allows consumers to give higher ratings,which can attract consumers better in the second phase.In the second phase,companies should adopt higher pricing strategies.In the absence of consumer learning,sales efforts after the sale of the company are beneficial to the enterprise,which is conducive to the maximization of corporate profits.In the case of consumer learning,the company's optimal pricing strategy and optimal consumer after-sales efforts strategy are related to market capacity.Companies should adopt different pricing and consumer after-sales efforts based on market capacity.Take low-cost and do not provide consumers after-sales efforts strategy,low-cost and provide consumers after-sales efforts strategy and high prices to provide consumers after-sales efforts strategy.When the market capacity is very low,the company's optimal strategy is to adopt a low price and not to provide consumers with after-sales efforts.When the market capacity is high,the optimal strategy of the enterprise is to provide consumers with an after-sales effort strategy at a high price.When the market capacity is in the middle,the optimal strategy of the enterprise is to adopt a low-cost consumer after-sales effort strategy.