Research On Pricing And Service Level Of O2O Fresh E-commerce Considering Price Discount

With the rise of e-commerce and the improvement of people’s quality of life,the fresh e-commerce market is increasingly favored by consumers.The new retail concept with consumer experience as the core has received great attention.The new retail model emphasizes the construction of consumer online,With the full integration of offline and logistics,the O2O model of fresh food e-commerce is exactly an exploration of the "new retail" concept in the field of fresh f ood.In the construction of the O2O fresh food supply chain,the conflict of online and offline channels is inevitable.Reasonable and effective decision-making and contract coordination among the members of the supply chain play an important role in improving the overall benefit of the supply chain.Therefore,the game between the suppliers in the O2O fresh supply chain,fresh e-commerce and offline retailers Research becomes urgent.This paper studies two typical O2O fresh supply chain models,one is a self-operated O2O fresh supply chain composed of suppliers and fresh e-commerce,and the other is composed of fresh e-commerce and offline retailers Cooperative O2O fresh food supply chain,based on whether the fresh food e-commerce platform implements price discount as the entry point,applying game theory method,considering the situation of online and offline consistent pricing in the O2O model,first of all,the graduate fresh food e-commerce platform does not implement price discount When the pricing decision and service level decision of supply chain members are discussed,the impact of two important parameters,namely the price substitution coefficient and the free rider coefficient on pricing and service level decision,is discussed,and then the fresh food e-commerce platform implements price discounts to interfere with online prices.Changes in the pricing decisions and service level decisions of the chain members,the establishment of a coordinated contract to resolve the conflict of interest between the two sides of the supply chain,in order to improve credibility,the final numerical simulation analysis results.Studies have shown that the greater the discount online for self-operated O2O fresh e-commerce,the pricing and service level decision-making changes will be affected by the free rider phenomenon,and the profit of fresh e-commerce will increase;the cooperative O2O fresh e-commerce Due to the competitive relationship with offline retail stores,the greater the free rider coefficient when th ere is no price discount,the lower the service level of the offline retail store,and the price discount will encourage offline retail stores to improve the service level;fresh in the two supply chain models Whether the e-commerce benefit from the price discount strategy is related to the free rider effect.When the free rider effect is smaller,the greater the discount amount,the higher the profit.The above research results on the one hand contribute to the theory of supplementing and improving the pri cing and service level decision-making of the O2O fresh supply chain,on the other hand provide decision support for the fresh e-commerce enterprises and offline retail stores to cooperate in the O2O model fresh business.