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多渠道模式下零售的线上定价策略分析

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摘要 互联网已经改变了传统线下销售模式不可撼动的地位,销售渠道变得多元化。本文探讨了“互联网+”浪潮中拥有多渠道的服饰零售商的线上定价策略变化,揭示价格信息透明化、构建线上渠道成本、同一品牌线下价格制定等带来的内部价格冲突问题。最后,通过对多种定价策略的分析讨论,从服饰企业的转型程度、产品策略方面给出定价建议,为准备转型或已转型的服饰企业在线上定价上提供参考。
作者 樊霏
出处 《商场现代化》 2022年第19期1-3,共3页
基金 2021年南充市社会科学研究“十四五”规划项目,项目编号:NC2021C111。
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