Abstract: Channel collaborative pricing is an effective measure to promote the successful transformation of retail enterprises from multi-channel to omni-channel. Therefore, the selection of collaborative pricing strategies and the determination of influencing factors in the process of enterprise transformation are very important. Firstly, considering the competitive-cooperative game relationship, the traditional and new retail channel pricing strategy game model is constructed based on the Hotelling analysis model. Secondly, the stability of the pricing strategy choice of both sides of the game is analyzed by using evolutionary game theory. Finally, the simulation is carried out by applying the system dynamics model. The results show that the initial strategy selection, service quality level and individual interaction probability of retail channel have significant influence on the choice of traditional and new retail channel strategies, and consumer channel psychological preference has significant influence on the choice of new retail channel strategies. Channel cooperative pricing decision-making can be promoted by establishing cooperative pricing alliance among retail channels, rationally allocating service resources of retail channels, actively exploring consumer preferences and strengthening interactive communication among channels.

Key words:  omni-channel retail, cooperative pricing, evolutionary game, system dynamics