What Is the Connection Between Pricing Strategy and Channel Distribution?

Online Retail: Pricing Strategies and Channel Choices by Wang Yida, published by Economic Science, is a book that explains how to effectively improve your own pricing power and better use of online / offline channels.

Online Retail: Pricing Strategy and Channel Selection

Series Title: Library for Young Economists

Paperback: 409 pages

Barcode: 9787505867543

Size: 20 x 13.8 x 1.8 cm

Weight: 440 g

Wang Yida, born in 1969, is from Laiwu, Shandong. He graduated from Fudan University in 1992 and received a PhD in Management Science and Engineering from Zhejiang University in 2006. Now teaches at Hangzhou Dianzi University.

His main research direction is network marketing, mobile commerce, corporate innovation, entrepreneurship and inheritance, etc. He has published more than 20 articles in relevant domestic and foreign journals. This book was sponsored by Hangzhou University of Electronic Science and Technology.

The main content of "Internet Retailing: Pricing Strategy and Channel Selection": The development of Internet marketing has brought a huge impact on traditional business forms, and it has opened up unlimited business opportunities while increasingly changing human living habits. A successful marketing strategy must include four important elements of marketing: product, promotion, channel, and pricing. In addition to price is one of the main tools of market competition, it is also an important source of corporate income and profits. At present, for most companies engaged in online retailing on the Internet, how to improve their pricing power and create the company's maximum performance should be the goal of concerted efforts. In marketing, marketing channels are also essential for successful execution of marketing mix strategies. The rise of the Internet has made electronic stores an emerging marketing channel for enterprises. The success or failure of the opening of the online retail market often depends on whether the channels can be effectively used. If an online retailer wants to occupy a place in the channel, it is necessary to consider the characteristics of the channel usage of the online consumer in order to ensure that the marketing channel can function in a timely manner, thereby

Establish a friendly online shopping environment. Therefore, for online retailers, how to effectively improve their pricing capabilities and better use of online / offline channels is of great theoretical and practical significance to a large number of emerging online retailers. "Pricing Strategy and Channel Selection" is centered on the two very important and closely related core issues of pricing and channels in network marketing.

Management research on online retailer pricing and channels is still dominated by e-commerce developed countries such as the United States. Whether its concepts and theories can be adapted to China's national conditions remains to be verified. Domestic research on pricing power is mostly limited to the traditional economic field, and scientific empirical research on pricing power under the network environment is rare. Therefore, based on the existing foreign research results, carry out an empirical study on the pricing power and channel use influencing factors of the online retail enterprise in the Chinese context, and formulate the correct business for the online retailer.

1 Introduction

2 Literature review

3 Research design and research methods

4 Theoretical assumptions of influencing factors of pricing power of online retailers

5 Empirical research on influencing factors of online retailers' pricing power

6 Use of online retail channels and offline retail channelsmodels and theoretical assumptions

7 Empirical research on the use of online retail channels and offline retail channels

8 Typical Cases of Online Retailers-Analysis and Comparison

9 Research contributions and future research prospects

references

appendix