Research On Dynamic Pricing Strategy Of Fresh Products Considering Customer Behavior Under The Background Of New Retail

In recent years,with the penetration of Internet technology into life and the upgrading of national consumption,the fresh e-commerce market has developed rapidly with a high growth rate every year.As the traditional retail model and the e-commerce model show their drawbacks respectively,a new retail model combining online,offline and modern lo agistics is derived.Fresh products belong to a kind of perishable products with a high frequency.The new retail mode,Alibaba’s "HeMa Fresh" as its representation,is consistent with its application scenes.As information sharing becomes easier,retailers and customers become relatively “transparent”,and customers are more likely to understand the price and related characteristics of products,and customer behavior is becoming more and more clear.Dynamic pricing as an important means of revenue management,in order to achieve the maximum revenue of the new retail retailers,it is of great theoretical value to consider the dynamic pricing strategy of fresh products in the online and offline sales channels of retailers.And practical application value.Based on the related research on the dynamic pricing of fresh products and perishable products,this paper uses the theoretical ideas and methods of revenue management,game theory and dynamic programming to construct online and offline sales channels which consider different customers’ behaviors.Dynamic pricing model uses dynamic programming to solve the optimal price and profit.In the offline sales channel,the price of the product has a great correlation with the freshness.The offline customers,who are price~sensitive customers,are easily sensitive to the price under the influence of product freshness,which have certain strategic characteristics;Online customers are more inclined to be sensitive to the delivery time of fresh products.They are time-sensitive customers with certain short-sightedness.Both types of customers will weigh the effects of different stages to make purchasing decisions.This paper studies the dynamic pricing strategies of fresh retailers considering the different customers’ behaviors of online and offline sales channels in a monopolistic and competitive environment.In the monopoly environment,a single fresh retailer is taken as the research object to construct the dynamic pricing model of offline and online consumption channels and the game model between retailers and customers.The following conclusions are drawn:(1)The fresh-keeping retailer considers the phased dynamic pricing strategy of different customers’ behaviors of online and offline sales channels to be better than the single static pricing strategy;(2)The more sensitive the customer is to freshness and delivery time,the greater the impact of the retailer’s revenue,and the decrease with the increase of the coefficient;(3)retailers can propose a two-channel promotion strategy according to the optimal pricing conditions online and offline.And taking into account the factors such as online and offline best price,online and offline customer share,customer behavior,etc.,comprehensive dynamic pricing is adopted to maximize retailers’ profits.In the competitive environment,two fresh retailers with different product preservation and distribution capabilities were used as research objects to establish a dynamic game model between retailers and customers,and to study the online and offline sales channels.The impact of different customer’s behaviors and the competitive behavior of the two retailers on their pricing and returns,and the corresponding strategies.The following conclusions are drawn:(1)The increase in the proportion of customers on offline has led to an increase in retailers’ pricing and profits,which has a positive impact on retailers;The greater the change in the valuation of fresh products by customers,the more sensitive the customer behavior will be,which will adversely affect the manufacturers.Therefore,retailers should increase the proportion of offline customers and pre-sales sales.(2)Improving the quality of service in the first phase can increase the retailer’s revenue.Improving the quality of service in the second phase is only beneficial to the advantage retailers.Improving the quality of the offline fresh service in the third phase makes the profits of both retailers decline.Retailers’ ability to improve the second and third phases of service capacity is too high for the cost of service,which is not conducive to the competition of fresh retailers.(3)The greater the difference in the quality of service provided by the customer to the retailer,the more effective the retailer’s ability to improve its service.Therefore,retailers should improve the first-stage service capability to obtain a first-mover competitive advantage,and weigh the impact of the second-and third-stage service capabilities on earnings;In addition,if fresh-keeping retailers are weak in service competition,they can reduce their service ability to obtain more income;By observing whether the overall profit increases,the disadvantaged retailer decides whether to overtake the dominant retailer.