Comparative Analysis of the Effects of False Low-Price Marketing Strategy on Multiple Platforms

作     者：Wanting He Xixi Zhu Lianghui Zhao 

作者机构：School of Economics and ManagementWuyi UniversityJiangmen 529020Guangdong ProvinceChina Hochschule AnhaltBernburg 06406Germany 

出 版 物：《Proceedings of Business and Economic Studies》 (商业经济研究（百图）)

年 卷 期：2021年第4卷第6期

页      面：32-38页

学科分类：0202[经济学-应用经济学] 02[经济学] 020205[经济学-产业经济学] 

主　　题：E-commerce platform False low price Marketing strategy Marketing effect 

摘      要：In order to make full use of the characteristics of commodity prices,merchants on e-commerce platforms have adopted the low-price marketing *** 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 *** 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 *** 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 *** 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 *** analysis would help businesses formulate reasonable marketing strategies and promote the stable development of the online shopping market.