Research On Pricing Strategy Of Fresh Supply Chain In E-commerce Environment

With the launch of a large number of price promotions,the development of fresh e-commerce is in full swing.The rapid development of e-commerce companies has caused some problems,such as realizing the increase of income but reducing the profits and even causing huge losses.Price is a key factor affecting consumer demand and also is a core factor affecting corporate profitability.Finding the right pricing strategy to promote demand growth and corporate profitability is one of the important tasks currently of fresh e-commerce companies.Although academics have conducted fruitful research on the pricing of e-commerce,the freshness of products changes with time and the consumer's strategic behaviors and return behaviors pose a huge challenge to corporate pricing.Therefore,exploring the pricing mechanism of the fresh e-commerce supply chain is extremely significant.Firstly,this study reviews the related literature on domestic and international fresh supply chain pricing strategies from the aspects of model,supply chain pricing and strategy.Secondly,based on the strategic behavior of consumers,the study builds a two-stage fresh supply chain pricing game model including producers and retailers is constructed.From the perspective of fresh e-commerce,the model studies the pricing decision of fresh supply chain as well as its effect which under the influence of consumers' reference price and consumer return behavior.Then,based on the freshness of fresh product,combined with the "Fresh supermarket + Catering + Logistics" model,this study analyzes the pricing problem of the fresh supply chain,and compares the optimal pricing strategy and fresh-keeping efforts of fresh e-commerce under different modes.Finally,the above results are visualized by JD 7FRESH simulation and the conclusions are summarized.The research shows that:(1)Under the strategic behavior of consumers,the price of producers and retailers will choose a higher pricing strategy as the memory parameters increase.(2)The reference price coefficient and memory parameters for enterprise pricing and income,the impact is subject to the initial reference price adjustment.(3)Under the consumer return behavior,the higher the return generosity,the higher the pricing strategy of the fresh e-commerce,meanwhile the overall income of the fresh supply chain will increase.(4)The improvement of cooperation concentration between fresh and ecommerce companies can effectively improve the equilibrium status of the fresh e-commerce supply chain and achieve a higher level of income.