Abstract
After large fresh food chain stores have opened online channels, distribution costs are a key factor affecting consumers' online buying behavior, which affects dual-channel pricing. This paper studies the dual-channel pricing strategy of large fresh food chain stores on the premise of dividing the quotation, considering the consumer's acceptance of online channels and the sensitivity to distribution costs. The research found that the optimal pricing of online channels is lower than that of retail channels. The optimal pricing of online channels is positively correlated with the acceptance of online channels, and negatively correlated with the sensitivity of consumer distribution costs. Moreover, after retailers have opened online channels, the market scale has expanded compared with traditional retail channels. Finally, numerical experiments are used to analyze the influence of various influencing factors on retailers' decision-making.
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