Research On Product Pricing Decision Of Supply Chain Considering Consumers Strategic Behavior

Price fluctuations,as well as the differential products pricing of different sales channels caused by new product launch ing times and changes in demand,will inevitably lead to change in consumer behavior,so that they need to compare prices of products in different periods and channels before they self-think that the fit time and channel to buy products.In this thesis,consumers' waiting behavior for time,price,and experience behavior in different channels are collectively referred to be consumer's strategic behavior,in order to alleviate the strategic behavior shown by consumers due to changes in consumption patterns,the reby promoting the optimization of supply chain benefits,many businesses will adopt counter measures.With the continuous development of the product economy and the diversified behaviors of consumers when shopping,businesses are also faced with the probl em of choosing different strategies.Therefore,based on the status quo of consumer strategic consumption behaviors,this thesis mainly uses the newsboy model and Stackelberg game theory,and then analyzes the utility of consumer s' demand to study the optimal performance of supply chain under the three strategies of price commitment,rationing decision and the decision of after-sale service fees undertaker,the main research contents and findings are as follows:First of all,this thesis analyzes the needs of consumers with strategic waiting behaviors,and builds price commitment and rationing decision models for retailers' coping strategies based on their waiting behaviors.Then compare the results of strategy selection under these two decision-making models through numerical analysis,and study the most effective decision that the retailer should take to alleviate the strategic behavior of consumers,so that the merchant can choose different mitigation strategies under the corresponding conditions.By comparing the research under different strategies of retailers,it is found that when the retailer's product order quantity exceeds the optimal order quantity,if the consumer has a higher valuation of the product and the production cost of the product is lower,or if the percentage of consumers who buy the product at full price is higher and their level of disgust and disappointment is lower,retailers can deal with it through price commitment strategies.However,neither price commitments nor rationing strategies can completely eliminate consumers' waiting strategic behaviors,both strategies can effectively mi tigate their strategic behaviors only when certain prerequisites are met.Therefore,retailers can choose better strategies according to appropriate conditions to alleviate consumers' strategic waiting behaviors,thereby achieving profit optimization.Secondly,this thesis analyzes the needs of consumers with strategic experience behaviors.According to their experience behaviors,this thesis constructs a model for consumers to pay for after-sales service and an online retailer to pay for after-sales service.Study how the product pricing,after-sales service fees and the decisionmaking of fees undertaker in the dual-channel supply chain are affected by the proportion of consumers who experience sexual behaviors and the level of after-sales services,so as to enrich scholars' research on after-sales service costs and consumer behaviors.Offline retailers are Stackelberg price leaders for consumers,they will provide free after-sales service to consumers who purchase products through this channel.Online retailers,as followers,do not prov ide after-sales service to consumers,but they need to decide whether to bear the fees of after-sales service provided by offline retailers for consumers who purchase products in this channel.The analysis results show that if consumers obtain products thr ough online channels,in consumer payment decisions,the profit of dual-channel retailers will increase to varying degrees with the improvement of after-sale service of products provided by offline retailers,in addition,the increase in the proportion of consumers experiencing sexual behavior is also beneficial to online retailers;while in online retailers' payment decisionmaking,the improvement of after-sales service levels cannot significantly increase the profits of online channel retailers.When an online retailer bears the fee of after-sales service for consumers,it will bring consumers a discount perceived by the after-sales service,at this time,the after-sales service fees paid by the consumer will benefit retailers in all channels;if it brings positive after-sales service perception to consumers,online retailers bear the after-sales service fees are beneficial to retailers in various channels.We also found that,for both experiential and non-experience consumers,the improvement of after-sales service level makes consumers' payment decisions greater than the consumer surplus under online retailers' payment decisions.At present,there are relatively few researches on consumers with multiple strategic behaviors,this thesis analyzes what measu res the supply chain should take to deal with by studying consumer strategic behavior choices,especially their choices of purchase time and purchase channels.Finally,this thesis uses numerical examples to discuss the changes in the retailer's optimal de cision-making under the influence of relevant parameters,and to study the coping strategies selected by the supply chain based on the strategic behavior shown by consumers.Therefore,the research has quite important practical significance,can provide businesses with actual management basis and enable them to get management enlightenment from it.