关键词: 电子商务, 零售商, 定价策略, 利润, 顾客满意度

Abstract: Long-time and amicable relationship between customers and retailers is crucial to the development of the latter. Considering the current profit and future development, an e-commerce retailer shouldn't take the profit any longer as the only objective, but take the customer satisfaction as another important objective simultaneously. According to the evaluation of customer satisfaction by P-E model and questionnaire, the objective function of customer satisfaction was given with a dual-objective pricing model developed in e-commerce via optimization. A numerical example was thus analyzed comparatively and the results showed that under the dual-objective strategy, the more a retailer makes much of profit, the higher the price tends to. However, the price and profit under dual-objective strategy are always not higher than the price and profit under single-objective strategy. If the satisfaction from quality and service remain unchanged, the higher the price, the lower the customer satisfaction. So, the study on the dual-objective pricing strategy is of instructive significance to e-commerce retailers.