Research On Pricing Strategy Of Large-scale Combined Planting Crape Myrtle Based On Consumer Behavior

In the context of the Rural Revitalization Strategy,the government has repeatedly stressed the need to adhere to the principle of giving priority to the development of agriculture and rural areas,make up for weaknesses,strengths and weaknesses,and vigorously develop rural industries.With the promotion of urbanization,the market demand for landscaping seedlings is increasing day by day.China’s flower seedling market is booming,and the Rural flower seedling industry has ushered in new development opportunities.However,with the change of people’s aesthetic standards for seedlings,more consumers began to pursue personalized seedlings,and the market demand for modeling seedlings gradually increased.Tiaoma Town,as an important flower seedling base in Changsha and the hometown of flowers and trees in China,has improved and shaped on the basis of traditional crape myrtle in recent years,and cultivated a new seedling variety large-scale combined planting crape myrtle.However,as a new seedling,large-scale crape myrtle has not been fully put into the market.For large-scale combined planting crape myrtle suppliers(farmers),there is a lack of market data for reference,so it is difficult to predict the potential demand of the product market,let alone scientifically formulate the product price.Especially in the network era with convenient access to information,consumers’ purchase behavior is more strategic,which further increases the difficulty of supplier pricing.Therefore,the focus of this paper is to study the pricing strategy of large-scale combined planting crape myrtle and provide reference for the reasonable pricing decision of seedling growers.This paper takes the large-scale combined planting crape myrtle in Tiaoma Town,the hometown of flowers and trees in China,as the research object.Based on the consumer behavior theory,income management theory,game theory and pricing strategy theory,from the perspective of strategic consumer behavior,by analyzing the transfer of strategic consumer purchase behavior,this paper constructs the supplier’s income function in the two stages of full price and price reduction,and on this basis,combined with the market sales characteristics of large-scale modeling seedlings,The optimal pricing model of large-scale combined planting crape myrtle was obtained.Finally,according to the case and data of Tiaoma town in Changsha,this paper makes an empirical analysis to study the optimal pricing strategy of large-scale combined planting crape myrtle,so as to provide reference for the reasonable pricing decision of seedling growers,and then improve the price prediction ability and risk control level of farmers in the seedling market.The results show that suppliers should adopt differential pricing strategy,discount pricing strategy and skimming pricing strategy for large-scale crape myrtle according to different situations.When strategic consumers have delayed purchase behavior,suppliers should give more discounts to large-scale combined planting crape myrtle at the full price stage.When strategic consumers buy products in the early stage of product listing,suppliers should reduce the discount for large-scale combined planting crape myrtle in the price reduction stage.When consumers cannot buy products at the price reduction stage,suppliers should adopt skimming pricing strategy and discount pricing strategy for large-scale combined planting crape myrtle,so as to always maintain constant high price sales.In addition,in the whole sales process of large-scale combined planting crape myrtle,suppliers should also adopt the differential pricing strategy of "one tree,one price" and make differential pricing according to the personalized needs of consumers.