Fresh Agriculture Product Pricing Model Research In Electronic Commerce Environment Based On Consumer Utility

The development of information technology and the transformation of the Internet have greatly changed people's lifestyles and consumption patterns.Fresh food e-commerce as a new trend of e-commerce,has developed especially in recent years.It is the way that sale the traditional fresh agricultural products through the Internet.However,the fresh agricultural products are perishable,as well the development of cold chain logistics needs to be improved in China.The difference of fresh agricultural products in quality before sales and the deterioration during transportation lead consumers will not be satisfied with the price of products.Under these circumstances,it is particularly important how to pricing properly for agricultural products in the fresh food e-commerce environment.In view of this,after summarizing the relevant research literatures,this paper takes fresh food e-commerce as the research background,as well comprehensively applies theories and methods such as consumer utility theory,consumer psychology,economics,dynamic pricing theory and behavioral decision theory to research the pricing strategies for retailers who sale fresh products online in various situations.Firstly,considering fresh produce have existed different quality level in the early stage of sales,consumers will choose among different levels from the perspective of their own utility.Retailers of fresh food e-commerce will take into account the choice behavior of consumers and pricing between different levels of products.Based on this,this paper will construct a multi-level fresh agricultural products discount pricing model considering consumer utility,and analyze the optimal pricing discount for fresh e-commerce retailers.The goal is maximizing retailer's profit by using the optimal pricing of different level products.Furthermore,the optimal price discount strategies of retailers facing different initial supply and potential market demand is analyzed by numerical examples,and relevant pricing suggestions for retailers are given.Secondly,considering the characteristics that the freshness of fresh produce will decrease with time,the influence from the freshness function is added to the model.Based on the consumer utility theory,the time-varying utility model is be constructed with the freshness and price.The change in the utility that purchasing fresh produce at different times of consumers will influence the potential market demand faced by retailers,and then analyze the optimal pricing strategies for fresh e-commerce retailers.Later,numerical examples show that retailers taking dynamic pricing strategies in view of freshness changes will get higher profits than single pricing.Finally,on the basis of previous research,consider the impact of retailers on the preservation of products,which will artificially change the trend of freshness fiction of fresh products,and further influence consumer utility.Based on this,a new consumer time-varying function under the influence of preservation investment will be established.The cost of preservation investment will be compensated by changing the price of fresh products.The goal also is maximizing retailer's profit,the retailer's optimal pricing strategies for fresh produce in this case will be analyzed.And through numerical examples to show the retailer's profit changes in the case of non-preservation and partial preservation.The pricing strategy and preservation investment of fresh products that can improve profits were analyzed,and the retailers' pricing suggestions were given.