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Analysis of Cosmetic Pricing Strategies in the Online Environment
- 1 The Chinese University of Hong Kong
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Abstract
In recent years, the development of the internet has entered a new era, and online shopping has also achieved widespread popularity. In the online environment, the choices of cosmetics have become more diverse, and competition among various products has become more intense. Cosmetics companies need to adopt corresponding pricing strategies to help them achieve greater economic benefits. In order to explore the pricing strategy of cosmetics under the online environment and help cosmetics enterprises to better adopt cosmetics marketing, this paper analyses consumer’ psychology in their consumption choices and combines the general laws of cosmetics pricing in online marketing. It is found that behavioral economics theories such as mental accounting, loss aversion, frame effect and anchoring effect are widely used in commodity pricing. It affects consumers’ choices of cosmetics. The paper concludes that cosmetics can be priced through low-priced penetration, brand effect, and tiered pricing in the online environment, helping cosmetics companies better carry out marketing activities in the online environment and promoting further development of the cosmetics industry.
Keywords
cosmetics pricing, behavioral economics, online marketing, pricing strategies
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Cite this article
Liu,T. (2023). Analysis of Cosmetic Pricing Strategies in the Online Environment. Advances in Economics, Management and Political Sciences,35,257-263.
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