Online Retailers based on Different Consumer Types Discount Pricing Strategy Research

In recent years online, retailers have continuously conducted discount sales to stimulate consumers' shopping desire. In this paper, we consider the different responses of three types of consumers: short-sighted, strategic, and discount-seeking consumers to the sales discount period, construct a Steinberg model for e-commerce platforms and online retailers with discount sales periods, and analyze the optimal pricing strategies of different consumer types for e-commerce platforms and merchants. Starting from consumer utility and combining optimization and game theory, it seeks to provide a reference for merchants and e-commerce platforms to make decisions.