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

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  • Weisheng Wen
  • Qiongwei Luo
  • Quansi Wen

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.

Suggested Citation

  • Weisheng Wen & Qiongwei Luo & Quansi Wen, 2018. "The Construction of New Business Format Marketing Strategy and Price Strategy Model," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 9(4), pages 62-71, November.
    • Handle: RePEc:jfr:jms111:v:9:y:2018:i:4:p:62-71
    DOI: 10.5430/jms.v9n4p62
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    References listed on IDEAS

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    1. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    2. He, Zhou & Cheng, T.C.E. & Dong, Jichang & Wang, Shouyang, 2016. "Evolutionary location and pricing strategies for service merchants in competitive O2O markets," European Journal of Operational Research, Elsevier, vol. 254(2), pages 595-609.
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