Research on Pricing Strategies of Chinese E-Business Platforms Based on Game Theory

DOI

10.2991/assehr.k.211209.412How to use a DOI?

Keywords

Game Theory; E-Business platform; Pricing issues; Strategy

Abstract

E-Business platforms have developed rapidly in recent years, providing consumers and enterprises with a virtual trading environment, greatly facilitating people’s consumption behavior and reducing transaction costs. And this flexible trading method also provides a variety of possibilities for commodity pricing. The pricing strategy of the platform has a strategic impact on both sides of consumption and the operation and profitability of the platform company itself. This article studies the popular pricing strategies in recent years, consults relevant information, and summarizes the importance of using big data analysis and optimizing existing pricing strategies. And decided to use relevant game theory knowledge to analyze the pros and cons of existing pricing strategies to arrive at an optimization plan. This article mainly uses research methods such as literature research, case study, comparison, and contrast in the research process. According to the development status of China’s E-Business platform, it analyzes the advantages of existing price strategies regarding the use of discounts. It proposes that the price strategy is relatively traditional without innovation, consumer groups are unstable, and low prices easily lead to low credit and other problems. After discussing this article, we hope to solve these problems from the perspective of changing traditional methods, catering to new consumer concepts, stabilizing consumer groups, and formulating reasonable price strategies. From an academic point of view, this article proposes a new idea to study the price strategy of China’s E-Business platform, and the combination of knowledge and practice of game theory has provided new reference materials for other scholars. In addition, it also helped China’s E-Business platform find a better development direction. Combining big data analysis and dynamic price strategy will also help China’s E-Business industry develop more stably and at high speed.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Tianyi Chang
AU  - Ying Guo
PY  - 2021
DA  - 2021/12/15
TI  - Research on Pricing Strategies of Chinese E-Business Platforms Based on Game Theory
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2534
EP  - 2539
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.412
DO  - 10.2991/assehr.k.211209.412
ID  - Chang2021
ER  -