Research On The Discount Promotion Strategy Of O2O E-commerce Platform Under The Competition Of Suppliers

With the in-depth implementation of "Internet+",the e-commerce platform economy has also developed rapidly,and more and more companies choose online sales channels in order to use the e-commerce platform to gain a larger user market and gain more profits.First,the O2O e-commerce platform,as a connection to promote the integration of online channels and offline entities,is a breakthrough for companies to realize the Internet+model and an intermediary that connects suppliers and consumers.It plays an important role in e-commerce activities.Secondly,the current price competition of e-commerce platforms in China is very fierce.At the same time,due to the lack of comprehensive theoretical guidance on discount strategies,most platforms are losing money or even failing from the beginning.Based on the above purposes,this article conducts a comprehensive research on the discount promotion strategy of the O2O e-commerce platform.Under the environment of supplier competition,this article takes two competitive suppliers and O2O e-commerce platforms as research objects,and uses the method of profit model analysis to conduct research.First,the basic structure and characteristics of the O2O model are introduced,and two distribution models currently adopted are derived:the platform and supplier revenue sharing model,and the platform and supplier agreed on the wholesale price model.Then,in each of the above two distribution models,discuss how the profit level of each supplier and platform changes when one of the two competing suppliers offers a discount to reduce the product sales price;when the O2O platform is competing for both How does the profit level of each supplier and platform change when sex suppliers provide the same discount subsidy.Finally,the profit function curves of all parties are drawn through a mathematical example and a comparative analysis is performed to obtain the conclusion of the discount strategy selection.Through research,it is found that the discount strategy is formulated under the competitive environment of the supplier.When the supplier provides the discount,the discount rate does not affect the profit level of the supplier and the O2O platform.Under the platform-based model,the profit of the supplier and O2O platform is related to the settlement ratio,And as the settlement ratio increases,the profit of the supplier increases and the profit of the O2O platform decreases;under the platform wholesale model,the profit of the supplier and the platform is related to the wholesale price,and as the wholesale price increases,the profit of the supplier increases The profit of the O2O platform decreased.However,when the platform provides discounts,the profit levels of both the supplier and the platform will change.Under the platform draw model,the profit and settlement ratio between the supplier and the O2O platform is related to the ratio of the platform discount rate,and as the ratio increases The profit of the supplier increases and the profit of the O2O platform decreases.In the platform wholesale mode,the profit of the supplier and the platform is related to the wholesale price,and as the wholesale price increases,the profit of the supplier increases and the profit of the O2O platform decreases.Therefore,choosing the appropriate discount supply strategy and distribution method according to the above influencing factors is conducive to suppliers and platforms to maximize profits,and provides reference and guidance for e-commerce platform companies to formulate price strategies in reality.