Research on Pricing Strategy of O2O Group Buying Dual Channel Supply Chain — Based on Hotelling Model

With the development of New Media, O2O group buying mode of New Media operation has gradually developed and matured. In order to study the pricing strategy of O2O group buying dual channel supply chain under the New Media operation mode, this paper constructs the consumer utility model of O2O group buying dual channel based on Hotelling model, and obtains the influence of the popularity of New Media operation information and the preferential degree of group purchase on the demand and profit of the dual channel supply chain. The research shows that: the demand of online channel increases with the increase of O2O group buying preference degree, while the demand of offline channel decreases with the increase of O2O group buying preference degree; the demand of online channel increases with the increase of popularity of new media operation information, and the demand of offline channel has no obvious change relationship with information popularity. Thus, when the O2O group purchase commodity is full of price elasticity, the commodity can increase the online and offline channels of merchants total revenue.