The Construction of New Business Format Marketing Strategy and Price Strategy Model

Weisheng Wen, Qiongwei Luo and Quansi Wen

Journal of Management and Strategy, 2018, vol. 9, issue 4, 62-71

Abstract: Under the background of Internet plus in contemporary China, new retail format of Online To Offline (O2O) has become the new engine of China's economic innovation and development. The new format marketing strategy has become the new focus of the market. A strategic model that can be applied to the pricing of online and offline products is an indispensable element of the corporate marketing strategy. This paper takes the O2O new retail format price strategies of Dama and Yongsheng as the research background and re-examines the influencing factors in the western price theory system. Based on the pricing model applicable to commercial enterprises, this paper discusses the theory of the construction of the price strategy model with the O2O new retail format. Through the high participation of enterprises, and the discussion and test of the theoretical model with the enterprise, the theoretical models are given higher value.

Keywords: new retail format; O2O; internet plus; price strategy model (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:jms111:v:9:y:2018:i:4:p:62-71

DOI: 10.5430/jms.v9n4p62

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