Abstract
In modern world, under the pressure of buyers on retailers, the main foundations of classical marketing collapse and businesses need to master new pricing tools. Armed with new technologies and techniques, you can effectively influence the economic performance of an enterprise. Therefore, the development of new pricing methods in digital economy is not only an urgent task, but also necessary in the daily activities of business entities. The article describes a price function development model using the main parameters of supply and demand and the generalized Hooke’s law, as the closest one to display the processes of its state. Formulas are given to determine the price and its constituent parameters, taking into account supply and demand indicators, at which it becomes unprofitable for a seller to increase the amount of profit, and to increase the volume of consumption for a consumer. The results obtained allow trading and manufacturing companies during the period of economy digitalization, together with the involvement of financiers and IT experts, to automate the process of calculation and construction of retail prices for their products and move away from manual modeling of these parameters.
 Purpose is to find, as a first approximation, a mathematical expression of the price, taking into account supply and demand indicators, at which it becomes unprofitable for a seller to increase the amount of profit, and it becomes unprofitable for a consumer to increase the volume of consumption.
 Methodology: the article describes a model for a price function development using the main parameters of supply and demand and the generalized Hooke’s law.
 Results: the results obtained allow us to predict profit taking into account the state of demand, while the price of a product may differ significantly from the price calculated by the classical method at the same costs.
 Practical implication: it is advisable to apply the obtained results for automated calculation and modeling of retail prices for products.
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