Research on Pricing Decision Considering Advertising Benefit and Consumer Psychological Benefit

Abstract

For perishable goods, the optimal pricing models studied by current scholars seldom consider price effect, psychological benefit and consumption time. Based on the current basic newsboy model, this paper focuses on the price characteristics and consumer psychology of perishable products under the background of single dealer, in order to build a complete optimal price decision model of perishable products. According to the two-stage ladder pricing of perishable products in the pricing stage, this paper constructs the optimal price decision model of dealers in different sales stages by representing consumer demand and dealer profit equation, so as to provide enterprises with the maximum optimal strategy. Moreover, sensitivity analysis of parameters in the model is carried out to ensure the stability of the model.