Research on O2O Model Dynamic Pricing Strategy and Consumer Surplus Relationship Analysis and Promotion Strategy: Take Meituan as an Example

College of Economics and Management, Anhui University of Science and Technology, Huainan, 232001, China

^* Corresponding author: 2023306959@aust.edu.cn

Abstract

In today’s thriving digital economy, the O2O (Online-to-Offline) model has become a crucial component of modern commerce. In China, this model dominates key sectors, particularly in food delivery and fresh produce sales within supermarkets, serving as the primary operational approach. This paper takes a deep dive into the relationship between dynamic pricing strategies and consumer surplus within the O2O (Online-to-Offline) model, with Meituan serving as the primary case study. The O2O model plays a pivotal role in the digital economy, and understanding the interplay between pricing strategies and consumer surplus is essential for optimizing business performance in this sector. The paper offers a comprehensive analysis of Meituan’s business model, detailing its dynamic pricing strategies and the key factors that influence them. Furthermore, it identifies critical challenges within Meituan’s profit model, such as issues related to integrity and information security, and presents thoughtful recommendations for addressing these concerns. This research not only provides valuable insights for improving the operational efficiency of O2O platform enterprises but also enhances our understanding of how dynamic pricing impacts consumer welfare, making it a significant contribution to the study of digital business strategies.