近些年来，时尚产品零售商纷纷采用全渠道运营模式从而为消费者提供更好的购买体验，但是现有的全渠道研究大多没有考虑消费者社交行为的影响。随着社交商务的发展，消费者之间的社交行为日益明显，这对时尚产品零售商在全渠道模式下的定价策略产生了重要的影响。本项目运用博弈论、凸优化和动态规划等方法，解决社交商务背景下考虑消费者社交行为的时尚产品零售商全渠道最优定价问题，具体而言，包括以下三个方面：首先，研究在竞争环境下考虑消费者社交行为的零售商全渠道引入以及定价问题；其次，研究当消费者存在跨期网络效应时的全渠道零售商动态定价问题；最后，研究全渠道零售商与社交媒体合作时的定价问题。通过本项目的开展，可以进一步完善全渠道定价策略与消费者社交行为的相关理论，并且帮助时尚产品零售商决策全渠道模式引入的临界条件，采用全渠道模式后存在跨期网络效应的动态定价策略以及存在社交媒体合作时的定价策略。

In recent years, many fashion retailers adopt omni-channel operations models to provide consumers with better purchase experience, but most of the existing research on omni-channel retailing does not consider the impact of consumer social behavior. With the development of social commerce, the social behavior of consumers has an increasing impact on the pricing strategies of fashion retailers under the omni-channel models. In this project, we use game theory, convex optimization and dynamic programming to examine the optimal pricing strategies for omni-channel fashion retailers considering consumer social behavior in the context of social commerce. Specifically, the main contents include the following three parts. First of all, we study the introduction of omni-channel and the pricing strategies with consideration of consumer social behavior in the competitive background. Moreover, we study the dynamic pricing strategies of omni-channel retailers when consumers have inter-period network effect. Finally, we examine the pricing strategies of omni-channel retailers when they cooperate with social medias. This project can further improve the research on omni-channel pricing strategies and consumer social behavior. Furthermore, this project can help fashion retailers to identify the necessary conditions of the omni-channel introduction, optimize the omni-channel dynamic pricing strategies with inter-period network effect and determine the omni-channel pricing strategies in the presence of social media cooperation.