关键词: 转换购买行为, 线上线下零售商, 动态定价, 价格匹配

Abstract: In view of the sales dilemma of retailers brought by consumers’ online and offline switching purchase behavior, based on the dynamic pricing model, a two-period two-retailer price matching game model is constructed. The simplified calculation method of the proposed model is discussed, while the effectiveness of the price matching strategy and the optimal pricing strategy of products are further analyzed, so as to provide theoretical support for retailers’ product pricing. Results show that: the number of consumers arriving at the beginning of the time period and the perception difference between online and offline products are important factors affecting their decisions, which have a great impact on the expected returns of the two retailers; the proposed price matching strategy can induce consumers to have different switching purchase behaviors by adjusting the product pricing, and then optimize the retailers' revenue; the online retailer always tends to actively match the prices of the offline products, and alleviate price competition between two retailers when the perception difference between online and offline products are large, achieving Pareto improvement in the market; the offline retailer can also actively implement price matching strategies, but the effect of revenue improvement is more obvious when the perception difference between products is small.

Key words: switching purchase behavior, online and offline retailers, dynamic pricing strategy, price matching strategy