| For the current e-commerce market,the choice of electronic shopping platform is more abundant,and shopping methods such as online shopping and community group buying have penetrated deeply into people’s lives.In a number of domestic industry oligarchs have started to lay out omnichannel supply chains,dedicated to bringing more diversified and better quality services to customers,while pursuing to empower enterprises and win higher market share and profits.For the most high-frequency type of products sold in the omni-channel supply chain,perishable products pose a great challenge to the pricing strategy and strategic layout of the company due to their unique market attributes.In the presence of deterioration in the quality of stagnant goods,businesses have to face the situation of selling such products at reduced prices.In this situation,customers in the market will show strategic behavior,and consumers who are price-sensitive and have no clear requirements for waiting time may show waiting behavior to buy goods from the regular price sales period into the discount period.Although people tend to shop through online channels in their lives,there are still some consumers who have no clear preference for shopping through this channel.In addition,consumers have a clear degree of concern about the brand effect and word of mouth of goods,both in the traditional sales environment and in the present day,and in recent years online review information on various e-commerce platforms has become another form of word of mouth,by consumers who have purchased In recent years,online reviews on ecommerce platforms have become another form of word-of-mouth,produced by consumers who have already purchased,sharing key information about their shopping experience and product quality.Although online reviews are subjective in nature,the large amount of review information also provides a strong reference for potential consumers.Based on this,this paper investigates the effect of online review information on the dynamic pricing of fugitive products in omnichannel,considering the proportion of strategic consumers in the market,the proportion of online review information in consumers’ value judgment of goods,the degree of consumers’ preference for online channels,the estimated value brought by online review information viewed by consumers,and the valuation discount factor.We investigate the dynamic pricing of fugitive products in dual-channel and omnichannel under the influence of online reviews.Firstly,based on the previous research and realistic situation,we make reasonable assumptions on the model,and determine the purchase decision of consumers in the regular price period and discount period of dual-channel and omnichannel based on utility theory,and solve the purchase demand of strategic and short-sighted consumers in both periods.Secondly,for a dual-channel and omnichannel supply chain with a single manufacturer and retailer in the supply chain,a Stackelberg game model based on this problem is established to solve the optimal dynamic pricing of each firm under the centralized decision and manufacturer domination through the reverse induction method,and to explore the influence of online review information,the proportion of strategic consumers,the degree of consumers’ preference for online channels Finally,we compare the decision gains of each party in the supply chain under the centralized and decentralized decision models of dual-channel and omnichannel supply chains,and compare and analyze the effects of the two supply chain models through simulation,and draw relevant conclusions based on them.In this paper,we study the dual-channel and omnichannel supply chain under the influence of online reviews,and solve the model using Stackelberg game and Lagrange multiplier method and KKT condition for the centralized and decentralized decision making model of a certain fugitive product market,and simulate the model numerically to obtain the relevant conclusions for a certain fugitive product market,which helps to manage the actual business decision mechanism in the same context. |
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