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| Introduction and Pricing Strategies of Community E-Commerce under Quality-Differentiated Competition from the Perspective of Offline Store |
| DAI Bin，WANG Xuan，XU Sijie，CHEN Jinzhi |
| Wuhan University, Wuhan, China |
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Abstract To study the introduction and pricing strategies of community e-commerce under quality-differentiated competition from the perspective of an offline store, this article constructs a supply chain consisting of an offline store, a community e-commerce platform, and two types of customers: offline-only customers and omnichannel customers. The findings are as follows: when the platform’s product quality or the store’s product cost is relatively high, the store will adopt a niche market strategy, selling products to offline-only customers at a high price and acting as an agent for the self-pickup business of the platform. When the commission rate is high, the store will choose to introduce community e-commerce, and it will not increase the store’s pricing. The increase in the store’s product cost and the quality-differentiated competition will promote the store to introduce community e-commerce. When the store’s product cost is low, the quality-differentiated competition will first decrease and then increase the store’s profit, and the introduction of community e-commerce will benefit both the store and the platform simultaneously under intense quality-differentiated competition.
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Received: 16 April 2024
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