Research On Different Product Line Pricing Of M Enterprise Based On Consumption Behavior

With the rapid development of commodity economy and information technology,the production capacity of enterprises is also increasing.On the one hand,the market has also begun to shift from a seller's market in short supply to a buyer's market in oversupply.For consumers,their position in commodity trading has been significantly improved and they face more choices.On the other hand,with more and more diversified sales methods launched by retailers,consumers are more and more keen to compare the utility of buying goods in different periods.Therefore,they may choose to buy in the discount period with lower price.This behavior of waiting for price reduction before buying is called strategic consumption behavior.In the electronic product market,enterprise M,as an electronic product retailer with two product lines of innovative products and conventional products,has occupied a place as early as the popularity of smart phones in China.However,with more and more smart phones with good quality entering the market,enterprise M has gradually lost its early "market dividend",There began to be two problems: the difficulty of opening the market for innovative products and the dismal sales of conventional products during the full price period,resulting in a significant decline in sales profits in recent years.Taking this problem as the background,this paper mainly discusses the use of pre-sale strategy and price protection strategy to optimize product pricing and improve profits under the strategic consumption behavior.Firstly,based on the customer strategy choice behavior,this paper starts with the response strategies such as retailer pre-sale and price protection,studies the literature on consumer strategy behavior at home and abroad,and combs and summarizes it.Secondly,for the problem that M enterprise's innovative products are difficult to open the market,starting from the idea of pre-sale,this paper establishes a basic model and analyzes the corresponding price and inventory decisions.On this basis,considering the network externalities of electronic products,this paper studies how retailers should make price and inventory decisions to optimize the pre-sale,and verifies the conclusion through a numerical example.Finally,aiming at the problem of poor sales of conventional products in M enterprise during the full price period,this paper discusses three strategies:(1)no price protection strategy;(2)Complete price protection strategy:that is,retailers will compensate consumers with all price differences;(3)Partial price protection strategy: that is,retailers compensate consumers for part of the price difference.Based on the theory of rational expectation equilibrium,this paper analyzes the optimal price and order quantity of retailers under various strategies,and compares the maximum profit under various strategies.Finally,the results are verified and summarized.The results show that: first,for innovative electronic products under network externalities,discount pre-sale is the optimal pre-sale price strategy.At this time,the development of pre-sale is constrained by some conditions,because in order to achieve the expected effect,the network externality needs to reach a certain intensity.Second,further,there are conditions for retailers to choose limited pre-sale or not.The research of this paper shows that the higher the reservation quantity is,the better.When the actual reservation quantity is higher than a certain threshold,the pre-sale quantity needs to be restricted,that is,limited pre-sale,otherwise it will not be restricted.Third,price protection is obviously helpful to retailers.By comparing the optimal profits under the three kinds of price protection,we find that the complete price protection strategy has the most positive guidance for consumers to make purchase decisions.It leads consumers to buy in the full price period,so as to alleviate the inventory pressure of retailers in the clearance period and improve the sales profit.It can be used as the optimal strategy of enterprise M for the pricing of conventional products.