Competitive brand merchant innovative product pricing method and device under platform information enabling

Abstract

The invention provides a competitive brand merchant innovative product pricing method and device under platform information enabling, a storage medium and electronic equipment, and relates to the technical field of data processing. The method comprises the following steps: firstly, obtaining a supply chain of a competitive brand product; secondly, respectively constructing market demand response models of M1 and M2; thirdly, based on an information sharing strategy adopted by the R, combining with a corresponding market demand response model to respectively construct income models of M1 and M2; then, constructing a platform income model based on the market demand response models of M1 and M2 and income models thereof; and finally, solving the platform income model by adopting a reverse induction method by taking maximization of the platform income as a target, and respectively obtaining the optimal innovative product prices of the platforms M1 and M2. The method is applied to a supply chain environment of competitive brand product, and through platform demand information sharing behaviors, large and small brands are helped to determine optimal platform innovative product pricing and better capture consumer demands, so that the new product innovation level is improved.

Description

Technical Field

[0001] The present invention relates to the field of data processing technology, and in particular to a pricing method, device, storage medium and electronic device for innovative products of competitive brands enabled by platform information. Background Art

[0002] Consumers are paying more and more attention to the launch of new products. According to the 2023 China Consumer Insight Report, 77.4% of respondents believe that "new concepts" and "new ways of playing" will promote their purchase of products, and new products will become the driving force for the growth of brands and retail platforms. Insights into consumer demand are an important step in the development of new products. Compared with brands, e-commerce retail platforms can directly connect with the consumer market and have a large amount of analyzable sales data, which gives them an information advantage.

[0003] In related technologies, it is a relatively mature business model for platforms to share information with brands to help them innovate their products. For example, some platforms have established new product innovation centers, gained insights and crowd insights into user consumption needs, and used a series of digital tools to serve the new product development of multiple brands, helping brands grasp market demand and save production costs; some platforms have also helped brands innovate their products by establishing information sharing channels.

[0004] However, there are many brands on the e-commerce retail platform. Some large brands have a relatively strong foundation and strength in new product research and development, so consumers have a higher acceptance of their product innovations. Small brands have weaker innovation capabilities, so consumers have a lower degree of recognition of their product innovations. Therefore, the impact of brand differentiation, especially competitive brand differentiation, on the pricing of innovative products under platform information sharing behavior cannot be ignored. Summary of the invention

[0005] 1. Technical issues to be resolved

[0006] In view of the shortcomings of the prior art, the present invention provides a pricing method, device, storage medium and electronic device for innovative products of competitive brands under platform information empowerment, which solves the technical problem that the prior art ignores the impact of the differentiation of competitive brands on the pricing of innovative products under platform information sharing behavior.

[0007] (II) Technical solution

[0008] To achieve the above objectives, the present invention is implemented through the following technical solutions:

[0009] A pricing method for innovative products of competitive brands enabled by platform information, including:

[0010] Obtain a supply chain for competitive brand products; where the supply chain consists of an e-commerce retail platform R and two large brands M that sell alternative products 1 、Small Brand M 2 composition;

[0011] Construct the M 1 、M 2 Market demand response model;

[0012] Based on the information sharing strategy adopted by R, combined with the corresponding market demand response model, the M 1 、M 2 The revenue model;

[0013] The information sharing strategy is NN, SN, NS or SS: NN represents R and M 1 、M 2 No information is shared; SN means R only shares information with M 1 Share demand information; NS means R only sends 2 Shared demand information; SS stands for R and M 1 、M 2 All share information;

[0014] Based on the M 1 、M 2 Market demand response model and its revenue model, and build a platform revenue model;

[0015] With the goal of maximizing platform revenue, the reverse induction method is used to solve the platform revenue model to obtain the M 1 The best price for innovative products on the platform The M 2 The best price for innovative products on the platform

[0016] Preferably, the M 1 、M 2 The market demand response model is expressed as:

[0017] Q 1 =a+ε-p 1 +Φp 2 +θ 1 -bθ 2

[0018] Q 2 =a+ε-p 2 +Φp 1 +θ 2 -θ 1

[0019] Among them, Q 1 , Q2 Respectively represent M 1 、M 2 The market demand response; a+ε represents the potential market size; a represents the certainty level of the market size;

[0020] The random variable ε represents the uncertainty of demand and follows a uniform distribution on [-d, d]. d represents the maximum value that the market demand uncertainty level can fluctuate, and 0 <d<a;

[0021] p 1 、p 2 Respectively represent M 1 、M 2 The price of innovative products;

[0022] Φ>0 represents M 1 、M 2 The price competition coefficient between products;

[0023] θ 1 ,θ 2 They refer to M 1 、M 2 The product innovation level, θ 1 >θ 2 ;

[0024] b stands for M 1 、M 2 The innovation capability gap coefficient between them is b∈(0,1).

[0025] Preferably, the information sharing strategy is NN;

[0026] The M 1 The revenue model is:

[0027]

[0028] The M 2 The revenue model is:

[0029]

[0030] Among them, max represents the maximization function;

[0031] They represent that when the information sharing strategy is NN, M 1 、M 2 The level of product innovation;

[0032] W 1 NN , They represent that when the information sharing strategy is NN, M 1 、M 2Wholesale price of products;

[0033] E(·) represents the expected value of the quantity associated with demand;

[0034] They represent that when the information sharing strategy is NN, M 1 、M 2 Profits;

[0035] c represents the unit cost of product production.

[0036] Preferably, the information sharing strategy is SN;

[0037] The M 1 The revenue model is:

[0038]

[0039] The M 2 The revenue model is:

[0040]

[0041] Among them, max represents the maximization function;

[0042] They represent when the information sharing strategy is SN, M 1 、M 2 The level of product innovation;

[0043] W 1 SN , They represent respectively when the information sharing strategy is SN, M 1 、M 2 Wholesale price of products;

[0044] E(·) represents the expected value of the quantity associated with demand;

[0045] They represent respectively when the information sharing strategy is SN, M 1 、M 2 of profit;

[0046] c represents the unit cost of product production;

[0047] τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

[0048] Preferably, the information sharing strategy is NS;

[0049] The M 1 The revenue model is:

[0050]

[0051] The M 2 The revenue model is:

[0052]

[0053] Among them, max represents the maximization function;

[0054] They represent when the information sharing strategy is NS, M 1 、M 2 The level of product innovation;

[0055] W 1 NS , They represent when the information sharing strategy is NS, M 1 、M 2 Wholesale price of products;

[0056] E(·) represents the expected value of the quantity associated with demand;

[0057] They represent when the information sharing strategy is NS, M 1 、M 2 Profits;

[0058] c represents the unit cost of product production;

[0059] τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

[0060] Preferably, the information sharing strategy is SS, and the M 1 、M 2 The revenue model is:

[0061] The M 1 The revenue model is:

[0062]

[0063] The M 2 The revenue model is:

[0064]

[0065] Among them, max represents the maximization function;

[0066] They represent respectively when the information sharing strategy is SS, M 1 、M 2 The level of product innovation;

[0067] W 1 SS , They represent that when the information sharing strategy is SS, M 1 、M 2 Wholesale price of products;

[0068] They represent that when the information sharing strategy is SS, M 1 、M 2 Profits;

[0069] c represents the unit cost of product production;

[0070] τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

[0071] Preferably, the platform revenue model is expressed as:

[0072]

[0073] Among them, R represents the platform profit;

[0074] W 1 , W 2 They represent M under the selected information sharing strategy. 1 、M 2 Wholesale price of products.

[0075] A pricing device for innovative products of competitive brands empowered by platform information, comprising:

[0076] The acquisition module is used to acquire the supply chain of competitive brand products; wherein the supply chain is composed of an e-commerce retail platform R and two large brand M selling alternative products. 1 、Small Brand M 2 composition;

[0077] The first building block is used to respectively build the M 1 、M 2 Market demand response model;

[0078] The second building module is used to build the M based on the information sharing strategy adopted by the R and the corresponding market demand response model. 1 、M 2 The revenue model;

[0079] The information sharing strategy is NN, SN, NS or SS: NN represents R and M 1 、M 2 No information is shared; SN means R only shares information with M 1 Share demand information; NS means R only sends2 Shared demand information; SS stands for R and M 1 、M 2 All share information;

[0080] The third building block is used to 1 、M 2 Market demand response model and its revenue model, and build a platform revenue model;

[0081] The solution module is used to solve the platform revenue model by using the reverse induction method with the goal of maximizing the platform revenue, and obtain the M 1 The best price for innovative products on the platform The M 2 The best price for innovative products on the platform

[0082] A storage medium stores a computer program for pricing innovative products of competitive brands under platform information empowerment, wherein the computer program enables a computer to execute the pricing method for innovative products of competitive brands under platform information empowerment as described above.

[0083] An electronic device, comprising:

[0084] One or more processors; a memory; and one or more programs, wherein the one or more programs are stored in the memory and are configured to be executed by the one or more processors, and the programs include methods for executing the innovative product pricing method for competitive brands enabled by platform information as described above.

[0085] (III) Beneficial effects

[0086] The present invention provides a pricing method, device, storage medium and electronic device for innovative products of competitive brands under platform information empowerment. Compared with the prior art, it has the following beneficial effects:

[0087] In the present invention, the supply chain of competitive brand products is first obtained, where the supply chain consists of an e-commerce retail platform R and two large brand companies M that sell alternative products. 1 、Small Brand M 2 Secondly, construct M 1 、M 2 The market demand response model of M is constructed based on the information sharing strategy adopted by the e-commerce retail platform R and the corresponding market demand response model. 1 、M 2 The revenue model based on M 1 、M 2The market demand response model and its revenue model are used to construct the platform revenue model; finally, with the goal of maximizing the platform revenue, the reverse induction method is used to solve the platform revenue model, and M 1 、M 2 The present invention is applied to the supply chain environment of competitive brand products, and through the platform demand information sharing behavior, it helps large and small brands determine the optimal platform innovative product pricing, helps better capture consumer demand, and thus improves the level of new product innovation. BRIEF DESCRIPTION OF THE DRAWINGS

[0088] In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings required for use in the embodiments or the description of the prior art will be briefly introduced below. Obviously, the drawings described below are only some embodiments of the present invention. For ordinary technicians in this field, other drawings can be obtained based on these drawings without paying creative work.

[0089] Figure 1 A block diagram of a pricing method for innovative products of competitive brands enabled by platform information provided by an embodiment of the present invention;

[0090] Figure 2 A schematic diagram of an optimal revenue information sharing strategy for an e-commerce retail platform provided by an embodiment of the present invention. DETAILED DESCRIPTION

[0091] In order to make the purpose, technical solutions and advantages of the embodiments of the present invention clearer, the technical solutions in the embodiments of the present invention are clearly and completely described. Obviously, the described embodiments are part of the embodiments of the present invention, not all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by ordinary technicians in this field without creative work are within the scope of protection of the present invention.

[0092] The embodiments of the present application solve the technical problem that the prior art ignores the impact of competitive brand differentiation on the pricing of innovative products under platform information sharing behavior by providing a pricing method, device, storage medium and electronic device for competitive brand innovative products under platform information empowerment.

[0093] The technical solution in the embodiment of the present application is to solve the above technical problems, and the overall idea is as follows:

[0094] In the embodiment of the present invention, the supply chain of competitive brand products is first obtained, where the supply chain consists of an e-commerce retail platform R and two large brand companies M that sell alternative products. 1 、Small Brand M 2 Secondly, construct M 1 、M 2The market demand response model of M is constructed based on the information sharing strategy adopted by the e-commerce retail platform R and the corresponding market demand response model. 1 、M 2 The revenue model based on M 1 、M 2 The market demand response model and its revenue model are used to construct the platform revenue model; finally, with the goal of maximizing the platform revenue, the reverse induction method is used to solve the platform revenue model, and M 1 、M 2 The present invention is applied to the supply chain environment of competitive brand products, and through the platform demand information sharing behavior, it helps large and small brands determine the optimal platform innovative product pricing, helps better capture consumer demand, and thus improves the level of new product innovation.

[0095] The key points of the embodiments of the present invention include at least the following:

[0096] 1. The product innovation under consideration exists in a supply chain environment consisting of a platform and two differentiated brand owners. Therefore, it is very important to highlight the differences in innovation capabilities between large and small brands by setting parameter b in the demand function in the model.

[0097] 2. A mathematical model of the supply chain is established and the reverse induction method is used to solve the optimal product pricing of the platform. The relationship between product wholesale prices, product innovation levels and product retail price differences under four demand information sharing strategies is compared, and the impact of different platform information sharing strategies on price setting and product innovation levels within the supply chain is obtained.

[0098] 3. By comparing the profits of large and small brands and e-commerce platforms under four information sharing strategies, the profit relationship of each supply chain entity is obtained, and the optimal sharing strategy that can achieve maximum profit is analyzed from the perspective of e-commerce retail platforms. The impact of product price competition intensity and the difference coefficient between large and small brands on the profits of the three parties is obtained, which is conducive to the platform to make the most favorable strategy for its profit growth and product innovation in a competitive market environment.

[0099] In order to better understand the above technical solution, the above technical solution will be described in detail below in conjunction with the accompanying drawings and specific implementation methods.

[0100] Embodiment 1:

[0101] like Figure 1 As shown, an embodiment of the present invention provides a pricing method for innovative products of competitive brands enabled by platform information, including:

[0102] S1. Obtaining a supply chain for competitive brand products; where the supply chain consists of an e-commerce retail platform R and two large brands M that sell alternative products 1 、Small Brand M 2 composition;

[0103] S2, respectively construct the M 1 、M 2 Market demand response model;

[0104] S3, based on the information sharing strategy adopted by R, combined with the corresponding market demand response model, construct the M 1 、M 2 The revenue model;

[0105] The information sharing strategy is NN, SN, NS or SS: NN represents R and M 1 、M 2 No information is shared; SN means R only shares information with M 1 Share demand information; NS means R only sends 2 Shared demand information; SS stands for R and M 1 、M 2 All share information;

[0106] S4, based on the M 1 、M 2 Market demand response model and its revenue model, and build a platform revenue model;

[0107] S5. With the goal of maximizing platform revenue, the reverse induction method is used to solve the platform revenue model, and the M 1 The best price for innovative products on the platform The M 2 The best price for innovative products on the platform

[0108] The embodiments of the present invention are applied to the supply chain environment of competitive brand products, and through the platform demand information sharing behavior, help large and small brands determine the optimal platform innovation product pricing, help better capture consumer demand, and thus improve the level of new product innovation.

[0109] Next, we will introduce the steps of the above scheme in detail:

[0110] In step S1, a supply chain of competitive brand products is obtained; wherein the supply chain consists of an e-commerce retail platform R and two large brand companies M that sell alternative products. 1 、Small Brand M 2 composition.

[0111] The operations performed in this step ensure that the embodiment of the present invention is applied to the supply chain environment of competitive brand products.

[0112] In step S2, the M 1 、M 2 Market demand response model.

[0113] Specifically, the M 1 、M 2 The market demand response model is expressed as:

[0114] Q 1 =a+ε-p 1 +Φp 2 +θ 1 -bθ 2

[0115] Q 2 =a+ε-p 2 +Φp 1 +θ 2 -θ 1

[0116] Among them, Q 1 , Q 2 Respectively represent M 1 、M 2 The market demand response; a+ε represents the potential market size; a represents the certainty level of the market size.

[0117] The random variable ε represents the uncertainty of demand and follows a uniform distribution on [-d, d]. d represents the maximum value that the market demand uncertainty level can fluctuate, and 0 <d<a。

[0118] p 1 、p 2 Respectively represent M 1 、M 2 innovative product prices.

[0119] Φ>0 represents M 1 、M 2 The price competition coefficient between products.

[0120] θ 1 ,θ 2 They refer to M 1 、M 2 level of product innovation.

[0121] b stands for M 1 、M 2 The innovation capability gap coefficient between them.

[0122] Note that θ 1 ,θ 2represents the increase in consumer demand brought about by product innovation. Since large brands have stronger innovation capabilities and product influence, the impact of large brand product innovation levels on competitor demand should be greater than that of small brands, that is, θ 1 >θ 2 .

[0123] In addition, the coefficient b∈(0,1) represents the impact of the product innovation level of small brands on the demand of competitors. The smaller b is, the greater the gap between large and small brands is.

[0124] In step S3, based on the information sharing strategy adopted by R and in combination with the corresponding market demand response model, the M 1 、M 2 The revenue model.

[0125] First, it should be noted that the information sharing strategy is set to NN, SN, NS or SS in the embodiment of the present invention:

[0126] (1) NN represents R and M 1 、M 2 No information is shared

[0127] At this time, the M 1 The revenue model is:

[0128]

[0129] The M 2 The revenue model is:

[0130]

[0131] Among them, max represents the maximization function;

[0132] They represent that when the information sharing strategy is NN, M 1 、M 2 The level of product innovation;

[0133] W 1 NN , They represent that when the information sharing strategy is NN, M 1 、M 2 Wholesale price of products;

[0134] E(·) represents the expected value of the quantity associated with demand;

[0135] They represent that when the information sharing strategy is NN, M 1 、M 2 Profits;

[0136] c represents the unit cost of product production.

[0137] (2) SN means R only sends 1 Share demand information

[0138] At this time, the M 1 The revenue model is:

[0139]

[0140] The M 2 The revenue model is:

[0141]

[0142] Among them, max represents the maximization function;

[0143] They represent respectively when the information sharing strategy is SN, M 1 、M 2 The level of product innovation;

[0144] W 1 SN , They represent respectively when the information sharing strategy is SN, M 1 、M 2 Wholesale price of products;

[0145] E(·) represents the expected value of the quantity associated with demand;

[0146] They represent respectively when the information sharing strategy is SN, M 1 、M 2 Profits;

[0147] c represents the unit cost of product production;

[0148] τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

[0149] Note that under the SN strategy, R only sends 1 Sharing demand information will reduce the costs caused by mismatch between production and demand, personnel adjustment, etc. in the production process to a certain extent. Therefore, when big brand M 1 After obtaining demand information, the unit cost can be reduced to τc. τ represents the improvement in production efficiency brought about by information sharing. The larger τ is, the smaller the effect of information sharing is.

[0150] (3)NS means R only goes to M 2 Share demand information

[0151] At this time, the M 1 The revenue model is:

[0152]

[0153] The M 2 The revenue model is:

[0154]

[0155] Among them, max represents the maximization function;

[0156] They represent when the information sharing strategy is NS, M 1 、M 2 The level of product innovation;

[0157] W 1 NS , They represent when the information sharing strategy is NS, M 1 、M 2 Wholesale price of products;

[0158] E(·) represents the expected value of the quantity associated with demand;

[0159] They represent when the information sharing strategy is NS, M 1 、M 2 Profits;

[0160] c represents the unit cost of product production;

[0161] τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

[0162] (4) SS represents R and M 1 、M 2 Share information

[0163] At this time, the M 1 The revenue model is:

[0164]

[0165] The M 2 The revenue model is:

[0166]

[0167] Among them, max represents the maximization function;

[0168] They represent respectively when the information sharing strategy is SS, M 1 、M2 The level of product innovation;

[0169] W 1 SS , They represent respectively when the information sharing strategy is SS, M 1 、M 2 Wholesale price of products;

[0170] They represent respectively when the information sharing strategy is SS, M 1 、M 2 Profits;

[0171] c represents the unit cost of product production;

[0172] τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

[0173] In step S4, based on the M 1 、M 2 The market demand response model and its revenue model are used to construct the platform revenue model; it can be expressed as:

[0174]

[0175] Among them, R represents the platform profit;

[0176] W 1 , W 2 They represent M under the selected information sharing strategy. 1 、M 2 Wholesale price of products.

[0177] In step S5, with the goal of maximizing the platform revenue, the reverse induction method is used to solve the platform revenue model to obtain the M 1 The best price for innovative products on the platform The M 2 The best price for innovative products on the platform

[0178] Taking the NN strategy as an example, this step is performed in sequence:

[0179] First, we use the platform revenue model to analyze p 1 、p 2 Taking the derivative, we can get:

[0180] p 1 (W 1 ,W 2 ,θ 1 ,θ 2 )=a-2p 1 +W1 +θ 1 -bθ 2 +2p 2 Φ-W 2 Φ

[0181] p 2 (W 1 ,W 2 ,θ 1 ,θ 2 )=a-2p 2 +W 2 -θ 1 +θ 2 +p 1 Φ+(p 1 -W 1 )Φ

[0182] Then, substitute the above results into M 1 、M 2 The corresponding revenue model and the wholesale price W 1 , W 2 and product innovation level θ 1 ,θ 2 The corresponding optimal level is obtained by derivation.

[0183] Finally, substitute the result back into p 1 、p 2 Ask about W 1 , W 2 ,θ 1 ,θ 2 The expression of , thus obtaining the optimal innovative product price that the platform can produce

[0184] Similarly, according to the above solution ideas, the optimal price of innovative products under the SN, NS or SS strategy can be obtained: And the summarized equilibrium results of product pricing on e-commerce retail platforms are as follows:

[0185] (1) NN strategy:

[0186]

[0187] (2) Under the SN strategy:

[0188]

[0189] (3) Under NS strategy:

[0190]

[0191] (4) Under the SS strategy:

[0192]

[0193] Note: D = -9-8Φ+4Φ 2 +4Φ 3 +b(3-2Φ 2 );ε=-6+(-9+b)Φ+2Φ 2 +4Φ 3 .

[0194] In particular, Figure 2 A schematic diagram of the information sharing strategy for the optimal profit of an e-commerce retail platform discussed in an embodiment of the present invention is given. Through numerical research and analysis of the information sharing strategy selection conditions of the e-commerce retail platform, an information sharing strategy is made to enable the platform to obtain the optimal profit under the influence of the price competition intensity Φ and the innovation capability gap coefficient b of large and small brands when the information sharing efficiency τ is low or high.

[0195] So far, the embodiment of the present invention has completed the entire process of the innovative product pricing method for competitive brands enabled by platform information.

[0196] Embodiment 2:

[0197] The embodiment of the present invention provides a pricing device for innovative products of competitive brands enabled by platform information, including:

[0198] The acquisition module is used to acquire the supply chain of competitive brand products; wherein the supply chain is composed of an e-commerce retail platform R and two large brand M selling alternative products. 1 、Small Brand M 2 composition;

[0199] The first building block is used to respectively build the M 1 、M 2 Market demand response model;

[0200] The second building module is used to build the M based on the information sharing strategy adopted by the R and the corresponding market demand response model. 1 、M 2 The revenue model;

[0201] The information sharing strategy is NN, SN, NS or SS: NN represents R and M 1 、M 2 No information is shared; SN means R only shares information with M 1 Share demand information; NS means R only sends 2 Shared demand information; SS stands for R and M 1 、M 2 All share information;

[0202] The third building block is used to1 、M 2 Market demand response model and its revenue model, and build a platform revenue model;

[0203] The solution module is used to solve the platform revenue model by using the reverse induction method with the goal of maximizing the platform revenue, and obtain the M 1 The best price for innovative products on the platform The M 2 The best price for innovative products on the platform

[0204] Embodiment 3:

[0205] An embodiment of the present invention provides a storage medium storing a computer program for pricing innovative products of competitive brands enabled by platform information, wherein the computer program enables a computer to execute the method for pricing innovative products of competitive brands enabled by platform information as described in Example 1.

[0206] Embodiment 4:

[0207] An embodiment of the present invention provides an electronic device, including:

[0208] One or more processors; a memory; and one or more programs, wherein the one or more programs are stored in the memory and are configured to be executed by the one or more processors, and the programs include a method for executing the competitive brand's innovative product pricing method enabled by platform information as described in Example 1.

[0209] It can be understood that the pricing device, storage medium and electronic device for innovative products of competitive brands enabled by platform information provided in the embodiments of the present invention correspond to the pricing method for innovative products of competitive brands enabled by platform information provided in the embodiments of the present invention, and the explanations, examples and beneficial effects of the relevant contents can refer to the corresponding parts in the pricing method for innovative products of competitive brands enabled by platform information, which will not be repeated here.

[0210] In summary, compared with the prior art, the present invention has the following beneficial effects:

[0211] 1. The product innovation considered in the embodiment of the present invention exists in a supply chain environment consisting of a platform and two differentiated brand owners, and through the platform demand information sharing behavior, it helps brand owners better capture consumer demand and thus improve the level of new product innovation, highlighting the importance of the platform. By comparing the product innovation level and corporate profits under different schemes, it provides management insights for the decision-making of competitive enterprises.

[0212] When the platform retailers adopt the strategy of not sharing anything, the wholesale prices of products of both large and small brands are the highest. When the strategy of sharing everything is adopted, the wholesale prices of products of both large and small brands are the lowest. Therefore, the platform's information sharing can effectively reduce the wholesale prices of brands, thereby reducing its own operating costs and reducing the double marginalization effect. When the e-commerce retail platform chooses to share information only with one brand, the brand's product innovation level can reach the highest level at this time. If the e-commerce retail platform only shares information with its competitors, the brand's own innovation level will drop to the lowest level. Therefore, the information sharing strategy of the e-commerce platform has a great impact on brand innovation, and decisions should be made after comprehensive consideration. In addition, the strategy of the e-commerce platform to share information only with large brands will increase the price gap between large and small brands.

[0213] 2. The platform's strategy of sharing information only with large brands and the strategy of sharing information with all brands have a significant effect on improving the profits of large brands, while the platform's strategy of sharing information only with small brands and the strategy of sharing information with all brands have a significant effect on improving the profits of small brands; and when the competition intensity is low, single information sharing will enable the brands whose information is shared to gain more profit, while when the competition intensity is high, the strategy of sharing information with all brands will enable both large and small brands to gain more profit; the smaller innovation capability gap between brands can reduce the profit gap between the two. Therefore, the impact of the e-commerce platform's information sharing strategy on brand profits is affected by multiple factors, and multiple considerations should be made when balancing the development of large and small brands.

[0214] 3. The information sharing strategy of e-commerce retail platforms will not only be affected by the intensity of competition and the difference in innovation capabilities between large and small brands, but also by the effect of their sharing. When the intensity of competition is high and the difference between large and small brands is large, the platform is more inclined to share demand information with small brands; when the intensity of competition is high and the difference between large and small brands is small, the platform adopts a non-sharing strategy; when the intensity of competition is low, the platform adopts a sharing strategy. The smaller the role of platform information sharing, the less the platform will share information only with small brands. Therefore, e-commerce retail platforms should fully examine the actual capabilities of brands, and formulate information sharing strategies based on the specific platform ecological environment to achieve balanced development of brands and platforms. In addition, when sharing information, the platform should improve the efficiency of information sharing, deepen cooperation with brands, and promote both parties to obtain more innovation dividends.

[0215] It should be noted that, in this article, relational terms such as first and second, etc. are only used to distinguish one entity or operation from another entity or operation, and do not necessarily require or imply any such actual relationship or order between these entities or operations. Moreover, the terms "include", "comprise" or any other variants thereof are intended to cover non-exclusive inclusion, so that a process, method, article or device including a series of elements includes not only those elements, but also other elements not explicitly listed, or also includes elements inherent to such process, method, article or device. In the absence of further restrictions, the elements defined by the sentence "comprise a ..." do not exclude the existence of other identical elements in the process, method, article or device including the elements.

[0216] The above embodiments are only used to illustrate the technical solutions of the present invention, rather than to limit the same. Although the present invention has been described in detail with reference to the aforementioned embodiments, those skilled in the art should understand that the technical solutions described in the aforementioned embodiments may still be modified, or some of the technical features may be replaced by equivalents. However, these modifications or replacements do not deviate the essence of the corresponding technical solutions from the spirit and scope of the technical solutions of the embodiments of the present invention.

Claims

1. A pricing method for innovative products of competitive brands enabled by platform information, characterized in that: include: Obtain a supply chain for competitive brand products; wherein the supply chain consists of an e-commerce retail platform R and two large brands M1 and a small brand M2 that sell alternative products; Constructing the market demand response models of M1 and M2 respectively; Based on the information sharing strategy adopted by R and in combination with the corresponding market demand response model, the profit models of M1 and M2 are respectively constructed; The information sharing strategy is NN, SN, NS or SS: NN means that R does not share information with M1 or M2; SN means that R only shares the required information with M1; NS means that R only shares the required information with M2; SS means that R shares information with both M1 and M2; Based on the market demand response model and revenue model of M1 and M2, a platform revenue model is constructed; With the goal of maximizing platform revenue, the reverse induction method is used to solve the platform revenue model to obtain the optimal innovative product price of the M1 platform. The M2 platform offers the best innovative product prices 2. The pricing method for innovative products of competitive brands enabled by platform information as claimed in claim 1, characterized in that: The market demand response model of M1 and M2 is expressed as: Q1=a+ε-p1+Φp2+θ1-bθ2 Q2=a+ε-p2+Φp1+θ2-θ1 Among them, Q1 and Q2 represent the market demand response of M1 and M2 respectively; a+ε represents the potential market size; a represents the certainty level of the market size; The random variable ε represents the uncertainty of demand and follows a uniform distribution on [-d, d]. d represents the maximum value that the market demand uncertainty level can fluctuate, and 0 <d<a; p1 and p2 represent the prices of innovative products of M1 and M2, respectively; Φ>0 represents the product price competition coefficient between M1 and M2; θ1 and θ2 refer to the product innovation levels of M1 and M2, respectively, θ1>θ2; b represents the innovation capability gap coefficient between M1 and M2, b∈(0,1).

3. The pricing method for innovative products of competitive brands under platform information empowerment as claimed in claim 2, characterized in that: The information sharing strategy is NN; The income model of M1 is expressed as: The income model of M2 is expressed as: Among them, max represents the maximization function; They represent the product innovation levels of M1 and M2 respectively when the information sharing strategy is NN; W1 NN 、W2 NN They represent the wholesale prices of products of M1 and M2 respectively when the information sharing strategy is NN; E(·) represents the expected value of the quantity associated with demand; The profits of M1 and M2 when the information sharing strategy is NN respectively; c represents the unit cost of product production.

4. The pricing method for innovative products of competitive brands enabled by platform information as claimed in claim 2, characterized in that: The information sharing strategy is SN; The income model of M1 is expressed as: The income model of M2 is expressed as: Among them, max represents the maximization function; They represent the product innovation levels of M1 and M2 respectively when the information sharing strategy is SN; W1 SN 、W2 SN They represent the wholesale prices of products of M1 and M2 respectively when the information sharing strategy is SN; E(·) represents the expected value of the quantity associated with demand; They represent the profits of M1 and M2 respectively when the information sharing strategy is SN; c represents the unit cost of product production; τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

5. The pricing method for innovative products of competitive brands enabled by platform information as claimed in claim 2, characterized in that: The information sharing strategy is NS; The income model of M1 is expressed as: The income model of M2 is expressed as: Among them, max represents the maximization function; They represent the product innovation levels of M1 and M2 respectively when the information sharing strategy is NS; W1 NS 、W2 NS They represent the wholesale prices of products of M1 and M2 respectively when the information sharing strategy is NS; E(·) represents the expected value of the quantity associated with demand; They represent the profits of M1 and M2 respectively when the information sharing strategy is NS; c represents the unit cost of product production; τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

6. The pricing method for innovative products of competitive brands enabled by platform information as claimed in claim 2, characterized in that: The information sharing strategy is SS, and the profit model of M1 and M2 is expressed as: The income model of M1 is expressed as: The income model of M2 is expressed as: Among them, max represents the maximization function; They represent the product innovation levels of M1 and M2 respectively when the information sharing strategy is SS; W1 SS 、W2 SS They represent the wholesale prices of products of M1 and M2 respectively when the information sharing strategy is SS; They represent the profits of M1 and M2 respectively when the information sharing strategy is SS; c represents the unit cost of product production; τ represents the portion of unit cost retained after the production efficiency is improved due to information sharing.

7. The pricing method for innovative products of competitive brands enabled by platform information as claimed in any one of claims 3 to 6, characterized in that: The platform revenue model is expressed as: Among them, R represents the platform profit; W1 and W2 represent the wholesale prices of products of M1 and M2 under the selected information sharing strategy, respectively.

8. A device for pricing innovative products of competitive brands under platform information empowerment, characterized in that: include: An acquisition module is used to acquire a supply chain of competitive brand products; wherein the supply chain is composed of an e-commerce retail platform R and two large brands M1 and a small brand M2 that sell alternative products; The first construction module is used to construct the market demand response models of M1 and M2 respectively; The second construction module is used to construct the profit models of M1 and M2 respectively based on the information sharing strategy adopted by R and in combination with the corresponding market demand response model; The information sharing strategy is NN, SN, NS or SS: NN means that R does not share information with M1 or M2; SN means that R only shares the required information with M1; NS means that R only shares the required information with M2; SS means that R shares information with both M1 and M2; The third construction module is used to construct a platform revenue model based on the market demand response model and revenue model of M1 and M2; The solution module is used to solve the platform revenue model by reverse induction with the goal of maximizing platform revenue, and obtain the optimal innovative product price of the platform of M1. The M2 platform offers the best innovative product prices 9. A storage medium, characterized in that: It stores a computer program for pricing innovative products of competitive brands enabled by platform information, wherein the computer program enables the computer to execute the pricing method for innovative products of competitive brands enabled by platform information as described in any one of claims 1 to 7.

10. An electronic device, characterized in that: include: one or more processors; Memory; And one or more programs, wherein the one or more programs are stored in the memory and are configured to be executed by the one or more processors, and the programs include a method for executing the brand's innovative product pricing method enabled by platform information as described in any one of claims 1 to 7.

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