The Impact of Consumers'Seeking Variety on Enterprise Pricing and Promotion Effort in Hot Search
Considering the two competitive firms with different brand awareness,this paper mainly discusses when the firm with inferior brand awareness becomes a trending topic,the impact of consumers'seeking-variety behavior on the pricing and the promotion effort of the two sales periods.The results show that:firstly,if the trending topic is strong,the product price of firm with inferior brand awareness may be higher than that of firms with superior brand awareness,but as long as the proportion of consumers seeking variety is large,this situation will be reversed;secondly,consumers'seeking variety will make firms reduce promotion investment in the first sales period and increase promotion investment in the second sales period;as the proportion of consumers seeking variety increases,the promotion investment of firms in the second sales period will be greater than that in the first sales period,and the gap between the two firms in the second sales period will gradually increase,but the demand gap between firms will decrease;thirdly,although consumers seeking variety may reduce the profits of firms with inferior brand awareness,it will increase the overall consumer surplus.The govern-ment and the public should pay more attention to some firms with inferior brand awareness but good quality,so as to prevent the gap be-tween firms from gradually widening and eventually leading to a monopoly market situation.
万方数据
维普
