Research On New Retail Pricing And Service Strategies Under Different Power Structures

At present,the consumer groups,consumption concepts and methods of China have all changed significantly.New consumption trends that focus on personalization and experientialism are driving changes in retail models.In order to meet consumers' needs for convenient shopping at any place,any time and in any way,the deep integration of online and offline channels has become an inevitable trend in the development of the retail industry.E-commerce platforms such as Alibaba and JD.com have collaborated with offline retailers such as RT-Mart and Yonghui to carry out in-depth cooperation in all channels,regarded as important strategies for the development of new retail businesses.However,these problems are rarely studied from the perspective of game theory,such as whether omni-channel cooperation can promote the demand of supply chain,how to determine price and service under the new retail situation,and how the price and service change under considering the situation of costs reduce caused by omni-channel cooperation.In order to make study further in the above issues,an omni-channel supply chain model composed of a platform and a retailer is constructed on an in-depth understanding of the actual cooperation situation of new retail enterprises,mainly using game theory and optimization theory.Some management suggestions for new retail enterprises are provided by solving the optimal problems under the models.In this paper,two kinds of models are considered,which are omni-channel model and dual-channel model.By comparing the supply chain optimal demand from the two models,it is confirmed that the demand of omnichannel model is greater than the demand of dual-channel model under certain conditions.Further,two kinds of channel power structures are considered,namely E structure(i.e.the platform is the leader)and R structure(i.e.the retailer is the leader).The platform's optimal price and the retailer's optimal service under different power structures are obtained,respectively.Furthermore,the impact of the platform's optimal price and the retailer's optimal service are analysed under considering the situation of costs reduce caused by omnichannel cooperation.Finally,MATLAB software is used for numerical analysis and simulation to verify the model conclusion.