Research On Pricing Strategy Of Private Brand Fresh Products Under O2O Model

In recent years,relying on the rapid development of Internet technology,convenient mobile payment,and the increasingly perfect logistics system,fresh ecommerce has developed rapidly at a high growth rate every year,gradually deriving a combination of online,offline and modern logistics The new retail O2 O model.At the same time,in order to improve their competitiveness and provide differentiated products,fresh retailers have accelerated the pace of developing their own brands.However,due to the perishable and perishable characteristics of fresh products,the change in freshness has complicated the pricing of fresh products.Offline customers are more sensitive to product freshness and price information,while online customers often order.The delivery time and price have certain requirements,and the two types of customers make purchase decisions by weighing their own utility.Therefore,it is of great theoretical and practical value to study how to effectively price private label fresh products under the O2 O model to maximize retailer profits.This article addresses the pricing issues of private brand fresh products under the O2 O model,combs the relevant literature,uses dynamic pricing theory,revenue management theory,game theory and other theoretical ideas and methods,taking into account private brand awareness,product freshness,online In the case of order delivery satisfaction,a game model of private brand fresh retailers and customers under static pricing and dynamic pricing was constructed,and the private brand fresh products under static pricing and dynamic pricing were obtained respectively.The optimal price and profit are compared with the profit under the two pricing results.Finally,taking HM enterprise as an example,the validity and credibility of the above model are verified.Research indicates:(1)When static single pricing and dynamic pricing are performed on private brand fresh products,the profit under dynamic pricing is higher than the static single pricing;(2)The popularity of private brands has both price and profit Positive impact,the greater the awareness of the private brand,the higher the price and profit of the product;improving the reputation of the private brand,so that consumers have a long-term stable recognition of the product,and having a higher loyalty is of great significance for retailers to increase their own profits;(3)The greater the freshness sensitivity coefficient of fresh products,the faster the price and profit of commodities;the smaller the freshness sensitivity coefficient of fresh products,the greater the profit difference under the influence of different coefficients;(4)With the increase of online customers' order delivery time,that is,the longer the customers wait,the worse the consumption experience,which leads to the gradual decrease of retailers' profits.This indicates that improving the retailers' delivery ability,shortening the delivery time,and satisfying consumers' experience of time requirements can improve retailers' profits.