Chongqing Jiaotong University
Based on the coexistence of consumers’ delay purchase behavior and switching purchase behavior of perishable products market, we establish a two-stage model of duopoly under markdown strategy and price matching strategy. Through exploring the simplified operation of the model and analyzing the impact of proportion of the two behaviors on retailers’ decision-making, this paper further demonstrates the effectiveness of markdown strategy and price matching strategy. The findings show that, under the heterogeneous purchasing behavior of consumers, the proportion of the two behaviors doesShaveSimportantSimpactSonSretailers’Sdecisions, which has a dual effect on the retailer’s expected profits. When consumers’ willingness of delay purchase is moderate, retailers with low demand should take the initiative to implement price matching strategy, supplemented by markdown sharply, to form a “dislocation coordination” with high demand retailers, so as to realize Pareto improvement of the market. Otherwise, markdown strategy is the optimal strategy. High demand retailers can also adopt two-stage price matching strategy actively to alleviate the competition with low demand retailers and increase its expected profits when consumers are very likely to delay the purchase.