This paper presents the latest progress on pricing and revenue management. Consumer’s switching purchase behavior occurs frequently in perishable goods retail market, and we propose a two-period dynamic pricing model among online and offline retailers under heterogeneous purchase behavior of myopic consumers and strategic consumers. Through equilibrium solution and analysis, this study discusses the optimal pricing strategy under the influence of the service perception factor and the proportion of two kinds of consumers. Moreover, this paper analyzes the effect of three pricing strategies on profits to prove the effectiveness of price matching strategy implemented by offline retailers. The results show that the strategic behavior of heterogeneous consumers does not always have a negative impact on the profits of two retailers. The offline retailers can strategically choose to set higher prices to increase profits, and online retailers can also reduce the impact of heterogeneous consumer behavior by disclosing product attribute information. It is unwise for online retailers to take the initiative to match the price set by the offline retailers. In contrast, offline retailers can achieve a win-win situation for both retailers by matching the price of the online retailers actively.

中文翻译：

---

异质消费者行为如何影响零售商的定价策略？

本文介绍了定价和收入管理的最新进展。易腐品零售市场中消费者的转换购买行为频繁发生，在短视消费者和战略消费者的异质购买行为下，我们提出了线上线下零售商的两期动态定价模型。本研究通过均衡解和分析，探讨了服务感知因素和两类消费者比例影响下的最优定价策略。此外，本文分析了三种定价策略对利润的影响，以证明线下零售商实施的价格匹配策略的有效性。结果表明，异质消费者的战略行为并不总是对两家零售商的利润产生负面影响。线下零售商可以战略性地选择提高价格来增加利润，线上零售商也可以通过公开产品属性信息来减少异质消费者行为的影响。线上零售商主动与线下零售商定价是不明智的。相比之下，线下零售商可以通过积极匹配线上零售商的价格来实现双方零售商的双赢。