关键词: 动态定价, 短视消费者, 策略消费者, 消费者行为转化

Abstract: Considering the different behavioral characteristics presented by consumers, they are divided into two categories: strategic and short-sighted. Different types of consumers will give a differential valuation for the same product. Assuming that this valuation is randomly distributed, the retailer's two-stage dynamic pricing problem considering consumer behavior transformation is studied. The paper introduces consumer surplus to describe the market response characteristics of strategic and short-sight consumers, consider the discount rate, establish a two-stage dynamic pricing model, and analyze the differential decision-making process of different types of consumers, and the paper uses the inverse-push method to solve the established dynamic pricing model so as to get the best price strategy. The research shows that consumers expect both the quantity of purchases and the price cuts to be negatively correlated with the conversion rate. In addition, by comparing the total expected profit of retailers in the two cases of considering conversion and not considering conversion, we find that if the retailer does not consider the conversion rate, only according to the consumer composition of the initial market survey, product pricing will bring losses to the retailer, and the profit difference between the two cases will increase first and then decrease with the increase of the conversion rate.

Key words: dynamic pricing, shortsighted consumers, strategic consumers, customer behavior transformation