A Two-stage Dynamic Pricing Strategy Research Considering Consumer Behavior and Anchor Influence
The"imitation pricing"behavior of low-quality product manufacturers greatly affects consum-ers'judgment on product quality,damages the interests of high-quality product manufacturers,and is not con-ducive to the sustainable development of industries,industries and enterprises.Based on the signal game theory,a two-stage dynamic game model is established to study the dynamic pricing strategy of the manufacturer under the separating equilibrium and pooling equilibrium,and the influence of imitation effect and anchor influence on the pricing strategy is analyzed.The results show that high-quality product manufacturers can achieve dif-ferent separation equilibriums(a or b)by raising the optimal price or lowering the optimal price.When the im-itation effect is small,high-quality product manufacturers choose to separate equilibrium b to prevent imitation pricing behavior;when the imitation effect is large,pooling equilibrium is a better choice.If the manufacturer of high-quality products only considers the separation equilibrium,the separation equilibrium a or b can be se-lected according to the characteristics of the adjusted price when the imitation effect is the largest.When there is only one imitation effect threshold in the two-stage pricing of the manufacturer,the skimming pricing strate-gy should be selected when the imitation effect is small,and the penetration pricing strategy should be selected when the imitation effect is large.When there are two imitation effect thresholds,the imitation effect should choose the skimming pricing strategy when it is outside the two thresholds,and the imitation effect should choose the penetration pricing strategy when it is between the two thresholds.The manufacturer's pricing is al-ways positively increasing with the anchor's influence,which indicates that manufacturers working with more influential anchors can obtain higher product premium space and profit from it.
Information asymmetryLive e-commercePricing strategySignal theoryConsumer behavior
万方数据
维普
