随着经济社会和信息技术的迅猛发展,互联网迅速普及并对社会各方面产生了重要影响,其中对零售企业的影响巨大。在大数据时代背景下,互联网应用愈加频繁,为我国零售企业发展带来了非常好的机遇,有力地促进了零售企业多边平台商业模式的演化。在分析零售企业多边协同定价策略的基础上,研究了零售商面临的定价困境问题,进而提出了完善多渠道定价的相关策略。 With the rapid economic, social and information technology development, the Internet has rapidly spread and has had an important impact on all aspects of society. The impact on retail enterprises is huge. In the context of the big data era, Internet applications become more and more frequent, bringing very good opportunities for the development of China’s retail enterprises and effectively promoting the evolution of the business model of multilateral platforms for retail enterprises. On the basis of analyzing the multilateral cooperative pricing strategy of retailers, this paper studies the pricing difficulties that retailers face, and then puts forward some strategies to improve the multi-channel pricing.