Research on Pricing Strategy Based on Consumer Behavior

DOI

10.2991/978-94-6463-005-3_7How to use a DOI?

Keywords

Game theory; Transfer cost; Pricing strategy

Abstract

The rapid development of e-commerce has changed consumers’ consumption behaviour, the most significant of which is the change of channels. The traditional retail channels can choose online direct sales channels. In order to adapt to this change, enterprises adopt a dual channel sales model. This paper establishes a two-stage dynamic pricing game model through the method of game theory to analyse the impact of the transfer cost caused by the change of consumer behaviour on the manufacturer’s product pricing with the increase of transfer cost. On the contrary, the pricing of retailers decreases with the increase of transfer cost.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Huiyi Wu
AU  - Yunfu Huo
PY  - 2022
DA  - 2022/11/10
TI  - Research on Pricing Strategy Based on Consumer Behavior
BT  - Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
PB  - Atlantis Press
SP  - 61
EP  - 70
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-005-3_7
DO  - 10.2991/978-94-6463-005-3_7
ID  - Wu2022
ER  -