Multi-agent Based Simulation of Negotiate Pricing Process in B2C

Product pricing is an important step during the transaction of E-business. Nowadays, most pricing process researches are just from single aspect of business, which leads to ignore customers´ effect on pricing process. In the paper, the negotiating pricing process in the B2C environment between the business and the customers is studied, a pricing model based on MAS is established. Moreover, a simulation of negotiating pricing process using Net logo is run to test some factors´ (including the number of the business, the number of the customers, the purchasing power and the cost) effect to the pricing result and the market efficiency. The result of this paper will provide a support for the E-business market managers to make strategies to improve the market efficiency to some extent.