Research On Innovative Product Pricing Based On Consumers' Strategic Behavior And Anxiety

Innovation is the inexhaustible driving force for the development of enterprises.Through product innovation,the market competitiveness of enterprises can be improved.With the development of economy and the improvement of residents' living standards,more and more enterprises launch innovative products to meet consumers' demands,but at the same time,it also causes consumers' anxiety.Due to the influence of market environment,enterprise decisionmaking and many other factors,consumers become more and more rational and will make more strategic purchase choices.The emergence of strategic behavior and anxiety will lead to consumers' delay in purchasing and cause adverse impact on enterprises.In order to maximize their own interests,monopolistic enterprises will make promotion decisions to ease consumers' waiting behavior and reduce their anxiety.The emergence of alternative products in the market not only meets the diversified needs of consumers,but also intensifies the competition among enterprises.Therefore,this paper,based on the strategic behavior of consumers,analyzes the decisionmaking behavior of different types of consumers by constructing the utility function describing consumers' anxiety psychology under the market situation of monopolistic and multi-manufacturer competition,and obtains the optimal pricing and profit function under the condition that enterprises realize profit maximization.The main research contents include the following aspects:First,consider a monopolistic enterprise to launch an innovative product in the market and make a decision on the two-stage pricing of the innovative product based on the strategic behavior of consumers.Aiming at the market where strategic consumers and short-sighted consumers coexist,this paper studies the optimization of promotion and pricing of innovative products,considering the influence of consumers' anxiety on purchase decisions when they are facing the launch of innovative products.The utility function reflecting consumer anxiety is constructed,and the two-stage demand function is obtained according to the decision behavior of different types of consumers.The decision model of non-promotion and promotion is established respectively,and the optimal pricing strategy under the two models is analyzed.The study found that the two-stage pricing under promotion decision was higher than that without promotion,the value-added factor was positively correlated with the two-stage pricing,the proportion of strategic consumers was negatively correlated with the first-stage pricing,and positively correlated with the second-stage pricing.The strategic behavior of consumers has a negative impact on the profits of promotion and non-promotion.When consumers are more responsive to promotion decisions,the profitability of enterprises is higher.Finally,the scientificity and reliability of the theoretical model are verified by numerical analysis.Secondly,based on the strategic purchasing behavior and anxiety of consumers,this paper analyzes the game process between the two sellers and studies the competitive pricing problem when there are alternative innovative products in the market.First constructed the utility function of the consumer anxiety under different consumer market,through the analysis of consumer's buying behavior and the game process between the two vendors,established the profit function of two vendors,finally get the optimal pricing,imitation innovation products optimal pricing and the biggest profit function two vendors.It is found that when the consumers in the market are strategic,the two-stage pricing of seller 1 and seller 2 are lower than that of short-sighted consumers.The strategic behavior of consumers has a negative impact on the profit of retailer 1,but may improve the profit level of retailer 2.As a follower of the market,the profit of seller 2 is influenced by sales cycle,quality of imitation products and functional value of products.Finally,the reliability and scientificity of the model and proposition are verified by numerical analysis.Finally,according to the content and results of the above research,it provides theoretical and practical Suggestions on pricing decision-making for monopoly enterprises and competitive retailers,and also puts forward the decision-making methods of consumers under the influence of anxiety.At the end of the paper,the shortcomings and limitations of the research are pointed out,and the future research direction is prospected.