Open AccessComparative Analysis of the Effects of False Low-Price Marketing Strategy on Multiple Platforms
Author(s) -
Wanting He,
Xixi Zhu,
Lianghui Zhao
Publication year - 2021
Publication title -
proceedings of business and economic studies
Language(s) - English
Resource type - Journals
eISSN - 2209-265X
pISSN - 2209-2641
DOI - 10.26689/pbes.v4i6.2827
Subject(s) - marketing , business , order (exchange) , commodity , marketing strategy , e commerce , commerce , advertising , computer science , finance , world wide web
In order to make full use of the characteristics of commodity prices, merchants on e-commerce platforms have adopted the low-price marketing strategy. Regular promotional discounts can bring new vitality to the commodity sales market, but extreme discount marketing methods would lead to serious impacts on the sales of competing products, thus affecting the stable development of the online shopping market. The sales data of four electrical products using the false low-price marketing strategy on three e-commerce platforms (Taobao, JD, and Amazon) were used in this study. The sales data from different e-commerce platforms and different time periods were analyzed, and one-way ANOVA was used on the factors affecting the effect of marketing strategy. The results showed that there is a significant difference between the direct marketing of high-priced products and low-priced products on Taobao; the difference between the marketing effects of high-priced products and mid-priced products on JD and Amazon is significant. This analysis would help businesses formulate reasonable marketing strategies and promote the stable development of the online shopping market.