合作原则指导下跨境电商海外购平台定价策略研究

Research on the pricing Strategy of Cross-border Offshore purchase platform under the guidance of Cooperative principle

针对海外购平台现状,以语用交际合作原则为理论指导,以贝德玛卸妆水为例,分析现有各大跨境海外购平台的定价策略。研究发现,海外购平台定价策略体现了合作原则的遵守和违背,其中包括遵守质的准则、量的准则、关系准则,而违背了方式准则。遵守和违背合作原则有着不同的目的和效果,即遵守合作原则有利于形成可靠的平台形象,而违背合作原则能迅速吸引消费者。在中国,定价策略对合作原则的遵守和违背有其特殊性,中国文化背景使其更能包容复杂的定价方式。

Aiming at the status quo of overseas purchase platform,Under the guidance of the principle of pragmatic communication cooperation and taking Bedmar as an example,this paper analyzes the pricing strategies of the existing overseas shopping platforms. It is found that the overseas purchasing platform pricing strategy embodies the compliance and violation of the cooperation principle,including the quality criterion,the quantity criterion,the relationship criterion,and the violation of the mode criterion. There are different purposes and effects between obeying and violating the principle of cooperation,that is,obeying the principle of cooperation is conducive to the formation of a reliable image of the platform,and violating the principle of cooperation can attract consumers quickly.In China,the adherence to and violation of the cooperation principle by pricing strategy has its particularity,and the Chinese cultural background makes it more inclusive of complex pricing methods.