Research On The Pricing Of Fresh Agricultural Products Of Online And Offline Operation

At present,consumers not only demand the low price of fresh products,but pay more attention to the quality and safety of fresh products.Fresh agricultural products marketing network is characterized by fresh,high quality and efficiency,to attract consumers.Currently,on the market,there are two ways for consumers to purchase fresh products: he supermarket and the new O2 O model.Fresh supermarket products have more safety guarantee,O2 O retailers have a self-built farm,so the key to attract tourists concentrates mainly on the two kinds of operational mode of fresh products,so the reasonable control of fresh products prices is crucial for operators.This article research the optimal pricing strategy of a retailers with self-farm under the two modes of,the two models are the offline sales model and online-to-offline sales model.Fresh products has the characteristics of easy-metamorphic and perishable,so in the sales process,we frequently encountered that freshness reduction of product can influence the sales and profits of retailers.So the reasonable price of fresh products and adjusting the price according to the change of fresh degree can help increase sales and improve profits.Subsequently,a model describing the freshness of fresh product is established,and the value loss model is established according to the classical inventory theory,and the optimal pricing is solved,and the influence factors of pricing are analyzed.Followed by the model of value loss is established,which is based on the premise that that online-to-offline retailers and offline sales have same demand levels,a new demand function is established,the optimal pricing model of the retailers under the online-to-offline sales models is solved.Finally,the factors of affecting the optimal pricing are analsyed,and the obtained solution provides scientific theoretical basis for the retailers to adjust new price,get online and offline channels and the order cycle is 1 days,the online channel sales price is greater than the line channel sales price.The online sales model,profit model and SWOT analysis have a certain reference value for the retailers to take online-to-offline sales model,retailers can better use of their own advantages to choose sales models according to their own circumstances.