Research On The Impact Of Information Differentiation On Seller’s Price Guarantee Policy Under New Retailing

With the continuous empowerment of new retail on the platform economy,retailers have brought forth new innovations and innovations in marketing methods.In particular,every promotion requires a price protection strategy.Merchants use the price protection strategy to prolong the entire promotion period,avoid the impact of the surge in order information on operating costs and logistics costs,and make the entire order quantity more stable.However,relative to different platforms,retailers adopt different ways of insuring prices.For example,there are great differences in the degree of market information and the way inventory is displayed.Some retailers are willing to show consumers their inventory information,while others are not.It’s not clear why merchants make this difference in behavior.In view of this,this study constructs three information scenarios to study the impact of different inventory display strategies on merchants’ price protection strategies,and how retailers should choose an appropriate display inventory strategy to better improve the effect of price protection strategies.The main conclusions of this study are as follows:In the case of complete information,the study found that a price commitment strategy is most beneficial to the retailer,followed by a priceinsured strategy,and finally a dynamic pricing strategy(ie,without the use of a price-insured strategy).And a high spread refund rate doesn’t reduce a retailer’s profit,it increases it.In the case of asymmetric inventory information,a promotion strategy is proposed,and a promotion scenario where consumers can hoard goods is proposed.In this scenario,the study finds that the promotion and insured strategy can better serve retailers and consumers and achieve Pareto improvement in their welfare.The increase in the refund rate of the difference does not reduce the profit of the retailer,and it is often accompanied by a second-stage price increase.At the same time,when inventory information is fully disclosed,the welfare of retailers and consumers can also achieve Pareto improvements.In the case of uncertain demand information,based on the newsboy model,the impact of different refund ratios on merchants’ pricing and inventory was studied.In this scenario,retailers prefer to adopt a fully insured strategy.After adding upstream suppliers,the price protection strategy allows retailers to reduce the number of orders to suppliers.As a result,the price-protection strategy hurts suppliers’ profits.Finally,in the case of different refund ratios,fully refunding the difference is the retailer’s best choice strategy,but it reduces the overall supply chain profit.This research has important innovation and practical significance.First,it considers the impact of inventory information and market information on retailers and consumers,supplementing the existing literature that only considers strategic consumers on price protection strategies.Second,it expands the research on strategic consumers under the existing price protection strategy,introduces consumers’ strategic hoarding behavior,and explores the impact of promotion scenarios on the price protection strategy,enriching the existing research.Thirdly,the study of price protection strategies can help retailers make better decisions,reduce risks,and increase profits,providing a good strategy choice for retailers in real scenarios.