Research On Multi-stage Pricing Strategy Of Fresh Products Considering Freshness Difference

With the improvement of consumption ability,consumers' awareness of quality is constantly enhanced.Consumers who pursue quality life no longer blindly buy low-cost food to meet basic living needs.Product freshness has become an important factor affecting consumer consideration.The personalization and nutritional needs of customers and the development of modern technology have resulted in a growing variety of fresh products,and some cross seasonal products can be grown and sold.At the same time,the combination of online and offline consumption mode and the improvement of retailer distribution services have made it easier to purchase fresh products,further promoting the prosperity and development of the fresh product market,and also increasing competition among fresh product retailers.Faced with such a situation,it is particularly important for retailers to choose a sales strategy to meet consumer demand and maximize profits.Therefore,considering the freshness of fresh products changing with time,this paper explores the impact of different sales strategies on the multi-stage pricing of fresh products when selling one product in batches and two products in a single batch,and determines the optimal pricing of retailers and the optimal sales strategies under different conditions.In order to reduce the loss caused by the short life cycle and perishable characteristics of fresh products,this paper firstly assumes that fresh product retailer put the same kind of fresh products in two batches,and there is an incomplete replacement between the two batches of products.According to freshness,the sales cycle(shelf life)is divided into fresh and non-fresh periods.Analyze whether the two batches of products should adopt a separate discount sales strategy or a bundled sales strategy when the first batch of products is fresh and the second batch of products is not fresh.Whether the second batch of surplus products should be re-priced when the first batch is sold out.and the impact of the substitution rate of price sensitivity coefficient,freshness sensitivity coefficient,and freshness threshold on optimal pricing,optimal demand,and retailer profits.Finally,numerical simulation is performed to determine the use conditions of different sales strategies.Research shows that the larger the substitution rate of price sensitivity coefficient and the freshness sensitivity coefficient,the higher the optimal pricing of fresh products.Under certain conditions,compared with the bundle pricing strategy,the discount pricing strategy will lead to higher sales of the first and second batches.When there is only a second batch of products in the market,repricing by the retailer will make the price of the product in the previous stage higher than that without repricing,without affecting the demand for the product,and the overall profit will be greater.Next.In order to discuss the pricing and strategy selection of two alternative fresh products when they are sold at the same time,a retailer's profit maximization model is constructed to analyze the optimal pricing under the fixed pricing strategy,discount pricing strategy and bundle pricing strategy.And numerical experiments are given to analyze the impact of parameters on pricing and strategy selection.The research shows that when the freshness threshold increases,the overall selling price under the discount pricing strategy and the bundle pricing strategy is higher;and the increase of the sales period proximity makes the price increase under the fixed pricing strategy.It is worth noting that when the substitution rate of price sensitivity coefficient is small,if the sales period proximity is little and the freshness threshold is large,then the profit under discount pricing strategy is the highest;if the sales period proximity is big and the freshness threshold is small,then the bundle pricing strategy is superior to other strategies.When the substitution rate of price sensitive coefficient is high,the sales period proximity and the freshness threshold have no effect on profit ranking,and the discount pricing strategy has the largest profit.Based on the characteristics of fresh product freshness changing with time and strong substitutability between products,this paper compares the pricing of fresh products and retailer profits under different sales strategies from the perspective of batch sales and product types.and defines the preconditions for different sales strategies,so as to provide theoretical basis and decision-making reference for fresh product retailers.