Research On Pricing And Channel Decision Of Perishable Products Considering Consumer Switching Behavior

In the market environment with increasingly fierce brand competition,consumer brand choices are becoming more and more abundant,and consequently consumer brand switching behavior is becoming more frequent;meanwhile,the widespread application of e-commerce has formed a multi-channel online and offline sales environment,which has intensified the channel switching behavior of consumers when they are satisfied with diversified shopping channel choices.The switching of consumers means the loss of customers,which directly leads to a reduction in the company’s market share and revenue,and the uncertainty of the switching path and the randomness of purchase decisions increase the difficulty of business operation decisions,especially in the perishable product sales industry.Due to the characteristics of short sales cycle,uncertain market demand and low residual value at the end of the period,the operation decision problem caused by consumers’ switching behavior is particularly prominent.Therefore,how does consumer brand switching and channel switching specifically affect business operations decisions? In the process of product pricing,how to develop the optimal pricing strategy to realize the maximum value of potential customers? In terms of product sales,how do companies build online and offline sales levels to integrate channel resources and improve operating efficiency? In response to this series of issues,this paper comprehensively considers the competitive market environment and consumer switching behavior,and discusses the pricing and channel selection strategies of perishable products,which can guide consumer behavior and products for perishable goods sales companies such as fast fashion clothing and smartphones reasonable pricing and sales channel selection provide theoretical basis and action guidelines.In view of the domestic and international relevant research results,combining the perishable product industry in the competitive environment facing consumer switching behavior of pricing and channel decision problem,starting from the game relationship between brands and consumers,introducing the online and offline dual-channel sales model,according to the number of brands by two to multiple changes in the process,through the logical reasoning of making pricing decisions and then selecting sales channels,analyzes the pricing of perishable products and online and offline channel selection strategies based on the perspective of maximizing the brand ’s revenue.The specific research contents are as follows :First,the introduction of online sales channels in the duopoly market explores the effectiveness of dual-channel sales under consumer brand switching.Characterize consumer brand switching behavior through zigzag competition,construct a single direct sales channel and a dual channel dynamic pricing model of direct sales and e-commerce platform distribution,study the equilibrium price and revenue of brand merchants and e-commerce platforms,and analyze online and offline dual channels sales effectiveness.The results show that consumer switching behavior has intensified the price competition among brands to a certain extent,and when the consumer’s brand switching willingness is below a certain threshold,the dual-channel sales model that brands introduce into online channels is effective.Secondly,further subdivide online sales channels,and study online and offline pricing and channel selection strategies of duopoly brands.At the same time,consider consumer brand switching and channel switching behaviors,build a dual channel model of direct sales(offline direct sales and online direct sales)and hybrid(offline direct sales and e-commerce platform distribution),and use the hotelling model to analyze the application of different dual channel structures range.The research finds that: when consumers’ brand switching intention is low,brands choose a hybrid model of e-commerce platform distribution;when consumers’ brand switching intention is high,brands choose the direct mode of online and offline direct sales;If the brand switching intention is at a medium level,the equilibrium is affected by the consumers’ channel switching intention.When the channel switching intention is weak,both brands choose direct sales or a mixed model.Conversely,the two brands choose the direct mode and mixed mode alternately.Finally,the number of brands is expanded from two to many,and the dual-channel pricing and channel selection of multiple competing brands are discussed.Using the Spokes model to describe the game relationship between multi-brand and consumers,the equilibrium pricing of direct marketing and mixed dual-channel sales is studied,and the applicable scope of different sales models under multi-brand competition is analyzed.The research shows that the equilibrium price of brands and e-commerce platforms decrease with the increase of consumers’ brand switching intention,but increase with the increase of channel switching intention;when consumers’ brand switching intention is weak or channel switching intention is strong,brands choose a mixed model,and vice versa.