Pricing Strategy Analysis in the Post-Epidemic Period

Abstract

The epidemic has had a profound impact on the global economy, which is multidimensional, deep and asymmetrical. One of the manifestations is the shift of supply chains from "efficiency first" to "resilience first", and from focusing on the lowest cost and highest efficiency (Just-in-Time) to focusing on the transfer of risk, such as through outsourcing. There has been a fundamental shift in supply chain thinking. Consumer demand has rebalanced and diverged from "consumption of goods" to "consumption of services", and consumer behaviour and preferences have changed significantly. This paper analyses the impact of the epidemic on firms' pricing by examining the factors affecting pricing strategies after the epidemic, the changes in the types of pricing strategies, and considers how firms can optimise their pricing strategies after the epidemic. This paper finds that after the epidemic, companies will adopt a more diversified, flexible and customer value-centred pricing model based on different internal and external factors such as cost or competition, building a dynamic cost monitoring system, applying big data analytics tools, conducting in-depth research on the consumption habits of different consumer groups, and strengthening digital applications to better maintain competitiveness and achieve sustainable growth in new markets. This paper helps companies understand the fundamental changes that have occurred in the market in the post-epidemic era and accordingly develop pricing strategies that can adapt to the new environment, capture new opportunities, and withstand new risks, so as to survive and progress in the complex competitive landscape.