Research On Dynamic Pricing And Advertising Strategy Of Perishable Products Considering Reference Price Effect

With the development of economy,the aggravation of market competition and the popularization of information technology,more and more products are perishable and will lose their own market value because of the passage of time.This kind of products is called perishable products.In recent years,more and more businesses realize that the reference price effect and advertising strategy will affect the market demand,and then affect the sales profit.Therefore,on the premise of considering the reference price effect,it is of theoretical and practical significance to study the dynamic pricing and advertising strategy of perishable products.In this paper,the dynamic pricing and advertising model of perishable products is established based on the main goal of maximizing the profits of perishable products.The main research contents of this paper include the following aspects: firstly,it introduces the research background,significance,purpose and main content of this paper,and expounds the relevant knowledge used in this paper,which lays a theoretical foundation for the article.Secondly,on the premise of considering the reference price effect,taking profit maximization as the main goal,the dynamic pricing and advertising model of perishable products is established.The model assumes that the quantity of products in inventory is affected by market demand and deterioration,and the product demand is affected by product price,reference price and product goodwill.On this basis,the control theory is applied.Based on the method,the dynamic pricing and advertising model of perishable products are analyzed.Thirdly,using the example analysis method,assigning variables and parameters,using Mathematica software to calculate numerical results,and sensitive analysis of the main parameters in the model.Finally,through the results of the model,this paper puts forward some suggestions for businesses to formulate scientific and reasonable dynamic pricing and advertising strategy of perishable products.This paper takes perishable products as the research object,and studies the dynamic pricing and advertising strategies of products under the premise of considering the reference price,so as to help businesses better cope with consumer strategic behavior,reasonable pricing and formulation of good advertising strategies,so as toachieve the goal of maximizing business profits.At the same time,it also broadens the research scope of dynamic pricing and advertising strategies of perishable products,and further enriches the research content of perishable products.