Enterprise Personalized Pricing And Customized Decision-Making Based On Consumer Data And Its Welfare Effect Analysis

With the development of digital technologies such as big data analysis,cloud computing and artificial intelligence,data has become the core production factor in the digital economy era.At the same time,data is also a key resource for enterprises to carry out production and services.Through the collection,analysis and application of user data,enterprises can better track and predict users’ historical behavior and demand preferences,so as to make personalized decisions.Personalization behaviors that companies can implement include price discrimination and personalization.For example,companies can segment customer categories based on consumer data to differentiate pricing.The specific price discrimination behavior studied in this paper is the "killing" of big data,that is,companies set different prices for new and old users.In addition,enterprises can also use consumer data to provide personalized customized services to better meet the diverse needs of consumers and improve consumer welfare.Under different ways of using consumer data,the personalized decisions made by enterprises may be different,and ultimately the impact on the company’s own profits,consumer welfare and overall social welfare will also be different.Scholars have mainly discussed the behavior of price discrimination,and seldom considered the possible impact of personalized customization from the perspective of consumer data utilization.Based on the practical and academic background of consumer data use,this paper focuses on the enterprises with big data analysis technology,tries to start with the consumer data utilization methods of enterprises,and analyzes that enterprises use consumer data to only price discrimination and provide Personalized customization service The final personalized decision and benefit analysis of the enterprise in two cases.Specifically,we will examine three issues:first,on the premise that companies use consumer data only for price discrimination,the equilibrium of companies’ pricing decisions and the impact of price discrimination on consumer welfare and overall social welfare;second,when companies use consumer data for price discrimination Data is not only used for price discrimination,but also to analyze the impact of the amount of consumer data owned by a company on the balance of customization and pricing decisions under the premise of providing personalized customization services.At the same time,the welfare effect of enterprise decision-making in this situation is analyzed;the third is to compare the consumer welfare and the total social welfare with and without personalized customization,so as to provide relevant regulations for price discrimination and guide the healthy development of enterprises.Theoretical reference.In response to the above problems,this paper firstly conducts a theoretical analysis of the personalized behavior of enterprises and the role of consumer data on the basis of collecting and sorting out relevant literature reviews at home and abroad.Then a two-stage dynamic pricing model under the duopoly market structure is constructed,and the above three problems are theoretically deduced.The research results show that:(1)In the case of companies only using consumer data for price discrimination,the two companies will eventually reach a(price discrimination,price discrimination)equilibrium in pricing decisions and charge older users a higher price.When the market share obtained by the enterprise in the first stage is larger,the price charged to the old users is higher in the second stage,and finally the price discrimination damages the consumer welfare and the total social welfare;Under the premise of personalized customization service,the equilibrium decision of an enterprise is related to the amount of consumer data owned by the enterprise and the unit cost of providing personalized customization.When the cost and the amount of owned consumer data are at medium and low levels,there is a pure-strategy Nash equilibrium of(personalized customization,personalized customization);when the cost and the amount of owned consumer data are high,there is(personalized customization)(3)In the case of considering the combination of five strategies of personalization,corporate profits,consumer welfare and total social welfare all increase with the amount of consumer data owned by the enterprise And increase,with the increase in the unit cost of providing personalized customization services.Compared with the absence of personalized customization,guiding enterprises to conduct personalized customization can effectively improve consumer welfare and total social welfare,and can avoid price discrimination by enterprises.Based on the above conclusions,this paper believes that under the premise that personalized customized services bring positive utility to consumers,prohibiting price discrimination by enterprises,guiding enterprises to innovate in big data analysis technology,and providing better personalized customized services can increase consumption as a whole.welfare and social welfare.