Research On Pricing Strategy Of Domestic E-Commerce Platform Dealers Of Nintendo Game Hosts

With the rapid development of e-commerce platforms,Nintendo has gradually changed its marketing from offline to online.For the better development of the marketing on ecommerce platforms,Nintendo has been using the distributor-based marketing strategy,namely,delivering its products to distributors who then market them on e-commerce platforms.It stands to reason that the products of distributors are all from Nintendo manufacturers,so their prices should be almost the same on different e-commerce platforms.However,there are actually big differences in the pricing of Nintendo game consoles among distributors on e-commerce platforms.These differences should be mainly attributed to the inconsistency of product cost,service cost,logistics cost,after-sales cost,and operation cost of e-commerce platforms between distributors.Moreover,distributors may bring their various service advantages into full play to improve the premium of products,so different distributors will adopt different pricing strategies.Based on this situation,this article chose the Nintendo Switch(Lite version).From the cost-oriented,value-oriented and consumer demand-oriented three aspects.This thesis applied the literature research method,statistical analysis method,questionnaire survey method,and comparative research method to delve into the reasons behind different pricing strategies of Nintendo dealers on the major domestic e-commerce platforms.This thesis has analytically found that there are some considerable relations between the pricing strategy of dealers and consumers’ sensitivity to dealer services and prices,and drew several conclusions accordingly:1.The dealers on the Jd.com platform may execute the higher-pricing strategy thanks to their satisfactory service quality;2.Pinduoduo platform touts for business through low prices,so its dealers may attract consumers through a lower-pricing strategy;3.Given a vast variety of consumers,the dealers on the Taobao.com platform have to weigh up pricing and services in a bid to appeal to consumers through higher cost performance;4.The dealers on the Tmall.com platform may lower its consumers’ sensitivity to prices by taking advantage of its VIP system,and thus may take a moderate higher-pricing strategy.This thesis explored the features of the four e-commerce platforms,the current situation of the Nintendo dealers,and the landscape of consumer groups,and analyzed the problems with the Nintendo dealers on these e-commerce platforms and proposed some solutions so as to maximize the profits of the dealers through more feasible pricing strategy and help those Nintendo dealers gain more fruitful operating results.