Fresh Product Pricing Model Research In Electronic Commerce Environment

With the improvement of living standards of residents and consumption habits change, online shopping is the trend of The Times. Fresh food E-commerce that a new fresh products shopping model, refers to a business activity that through network channels to sold fresh products to consume. Due to the perishable nature of fresh products, making the development of fresh food E-commerce has been slowly, in recent years, things become better day by day. However, due to causes such as logistics and the pricing problem of fresh product failed to solve, in such circumstances, how to set reasonable pricing strategy for fresh products, which is particularly important.Firstly this paper introduces the related theory foundation and analyzes the current research situation of scholars. Fresh products on the market of consumers can be divided into two categories: ordinary consumers and strategic consumers, aiming at the particularity of fresh products, based on the idea of stackelberg game model, using the reverse induction analysis, established the whole sales cycle of multi-stage discount pricing model, in the case of not allowed to return to get how to use the discount factor to maximize its expected profit when players face strategy of consumers.Secondly, considering the factors of return, allowing the return behavior, introduce the return cost and return probability factors, constructs the pricing model under the influence of the three factors. The feasibility of the model was verified by an example analysis, draw the conclusion:(1) Under the condition of not allowed to return, when the proportion of strategic consumers is certain, with the decrease of the discount factor, expected profits increased after decreased first; Discount factor is certain, the more of the proportion of strategic consumers, the little of the manufacturer’s profit.(2) allowed to return case, when the proportion of strategic consumers is certain, there is a discount factor that maximizes the expected profit of manufacturer whatever return probability changes, at the same time as the proportion of strategic consumers increased from 0 to 1, the profit is the most value increase with the decrease of the first; Discount factor is certain, no matter how change of return the probability, when the proportion of strategic consumers is 0.8, manufacturer’s profit are always equal to the value of the expected profit, at the same time as the change of the discount factor, manufacturer’s expected profit is the most value increased after decreased first, there is an optimal value; Must return probability, there is an optimal discount factor for achieving profit value, at the same time as the return of the probability, the change of manufacturer’s expected profit is the most value to reduce after the increase, there is a minimum.Finally, consider fresh factor, bring freshness into fresh product pricing model, and two phases dynamic pricing model is constructed. The model parameters are analyzed, by an example analysis, drawing the conclusion:(1) with the increase of the freshness factor, the manufacturer’s profit is decreasing.(2) with the increase of the part of consumer strategy, the manufacturer’s profit is decreasing.(3) the two stages of pricing strategy is superior to the single pricing strategy, at the same time there is an optimal price point, making the biggest profits.