Research On Pricing Strategies For Online Fresh Products Considering Return Services

Since the epidemic,unsalable agricultural products have frequently appeared offline.Guangdong Provincial Department of Agriculture and Rural Affairs attaches great importance to the development of fresh e-commerce,and has launched a series of policy activities to help farmers get out of trouble.Under this background,Company Y joined hands with four established offline fresh-keeping companies in Guangdong Province to build the Y platform.Y platform develops rapidly by draining users from the mature G platform of Y company.However,some problems have emerged,such as high pricing,single return strategy and inappropriate choice of logistics effort level,which restrict the development of Y platform.This paper focuses on the Y platform problem,aiming to help Y platform merchants reduce costs and expand profits.In this paper,the problem of fresh food return on platform Y is taken as the research object.Firstly,through competitive product analysis and business interviews,the problems of unscientific pricing method,single return strategy and high return cost on platform Y are analyzed.Aiming at these problems,three pricing decision models of return strategy are constructed,in which the return strategy includes not sending all returned products back,sending all returned products back and sending some returned products back.Furthermore,based on two return strategies,full product return and partial product return,the relationship between return insurance and return rate is discussed by modeling.Finally,based on the fresh sales data of platform Y,this paper makes an example analysis and sensitivity analysis to verify the reliability of the return strategy selection method and model pricing method proposed in this paper.The research results of this paper show that,for different fresh products,Y platform should adopt different return strategies,which are related to the shelf life of the products.Based on this,this paper puts forward the method of selecting return strategies for different fresh products according to delivery time and shelf life.This paper also constructs a pricing model that can effectively help retailers improve their revenue.The research of this paper not only provides some theoretical reference for the return and pricing decision of Y platform,but also gives some management enlightenment for the business operation.