Different fresh-keeping efficiency of fresh e-commerce platform leads to differences in product freshness and price,which affects consumers'purchase decisions.At present,the competition in the fresh e-commerce market is fierce and the operation is chaotic.In order to scientifically guide the healthy development and operation of the fresh e-commerce platform,the competition model of the duopoly fresh e-commerce platform was constructed based on Hotelling.The product freshness competition and price game of the two fresh e-commerce platforms under the influence of fresh efficiency were studied,and the effects of consumer characteristics and preservation efficiency on the competition game of the two fresh e-commerce platforms were discussed.The results show that the fresh e-commerce platform with high fresh-keeping efficiency has low unit fresh-keeping cost,and the strategy of providing high-freshness and high-price products is effective,and vice versa.For fresh products,no matter what the consumers'characteristics are,the low-price strategy can not effectively seize the market share.therefore,the fresh e-commerce platform should improve its fresh-keeping efficiency,reduce the fresh-keeping cost,and effectively profit from the high-tech freshness and high-price product strategy.
关键词
生鲜电商平台/新鲜度/保鲜效率/平台竞争/Hotelling模型
Key words
fresh e-commerce platform/freshness/preservation efficiency/platform competition/Hotelling model
维普
万方数据