战略消费者行为下普通网购和网络团购模式
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摘要
研究了同时存在3种不同类型消费者的市场上,网络零售商通过两种模式——普通网购模式和网络团购模式向消费者出售产品。通过制定最优团购阈值,影响战略消费者行为,获取最大化利润。考虑战略消费者的跨期购买能力,战略消费者通过估测团购成功率,对比不同购买模式和不同购买时机,实现效用最大化。研究表明:战略消费者行为对网络零售商的利润产生负面影响;网商的利润会随着价格的增大而提高,但是团购阈值随着普通网购价格的增大而提高,随着网络团购价格的增大而降低。效用折扣因子越大,等待成本越低,则消费者效用值越高,社会福利相应地增大。
In a market where there exists three types of consumers, they purchase products from an e-retailer through two ways: ordinary online shopping and online group-buying. To obtain the optimal profit, the e-retailer influences strategic consumer behavior by setting the optimal group threshold. The strategic consumers, capable of purchasing inter-temporally, choose between ordinary online shopping and group-buying to maximize their utility based on the group-buying success rate. The results show that the strategic consumer behavior has a negative effect on the e-retailer's profit. The e-retailer's profit increase in prices, but the group-buying threshold increases in the ordinary online shopping price and decreases in online group-buying price. In addition, as the utility discount factor increases, that is, as the waiting cost decreases, consumer surplus and social welfare increase.
In a market where there exists three types of consumers, they purchase products from an e-retailer through two ways: ordinary online shopping and online group-buying. To obtain the optimal profit, the e-retailer influences strategic consumer behavior by setting the optimal group threshold. The strategic consumers, capable of purchasing inter-temporally, choose between ordinary online shopping and group-buying to maximize their utility based on the group-buying success rate. The results show that the strategic consumer behavior has a negative effect on the e-retailer's profit. The e-retailer's profit increase in prices, but the group-buying threshold increases in the ordinary online shopping price and decreases in online group-buying price. In addition, as the utility discount factor increases, that is, as the waiting cost decreases, consumer surplus and social welfare increase.
引文
[1] 汤发俊,江文.我国网络团购发展存在问题及影响因素研究[J].商业时代,2011(19):30-31.
[2] Liang X,Ma L,Xie L,et al.The informational aspect of the group-buying mechanism[J].European Journal of Operational Research,2014,234(1):331-340.
[3] Su X.Intertemporal pricing with strategic customer behavior [J].Management Science,2007,53(5):726-741.
[4] 李贺,张玉林,仲伟俊.考虑战略消费者行为风险的动态定价策略[J].管理科学学报,2012,15(10):11-25.
[5] Aviv Y,Pazgal A.Optimal pricing of seasonal products in the presence of forward-looking consumers[J].Manufacturing & Service Operations Management,2008,10(3):339-359.
[6] Elmaghraby W,Gülcü A,Keskinocak P.Designing optimal preannounced markdowns in the presence of rational customers with multiunit demands [J].Manufacturing & Service Operations Management,2008,10(1):126-148.
[7] 李峰,魏莹.异质消费者行为模式下的双渠道供应链系统协调与优化[J].系统管理学报,2015,24(5):762-768.
[8] 巩天啸,王玮,陈丽华,等.面对策略型消费者的产品创新换代策略[J].管理科学学报,2015,18(9):1-11.
[9] 陈晓红,谭运强.考虑策略型消费者双层因素的多零售商动态博弈定价[J].管理工程学报,2015,29(4):178-185.
[10] Chen J,Chen X,Song X.Bidder's strategy under group-buying auction on the Internet[J].Systems,Man and Cybernetics,Part A:Systems and Humans,IEEE Transactions on,2002,32(6):680-690.
[11] Chen J,Chen X,Song X.Comparison of the group-buying auction and the fixed pricing mechanism[J].Decision Support Systems,2007,43(2):445-459.
[12] Jing X,Xie J.Group buying:A new mechanism for selling through social interactions[J].Management Science,2011,57(8):1354-1372.
[13] Zhou G,Xu K-Q,Liao S S Y.Do starting and ending effects in fixed-price group-buying differ?[J].Electronic Commerce Research and Applications,2013,12(2):78-89.
[14] 唐方成,池坤鹏.双边网络环境下的网络团购定价策略研究[J].中国管理科学,2013,21(3):185-192.
[15] 唐尧,马士华.网络团购下的定价与持续时间决策[J].管理科学学报,2015,18(9):12-23.
[16] 陈冰冰.后团购时代团购网站发展策略研究[J].江苏商论,2011(3):24-27.
[17] 琚春华,王蓓.新型的网络团购模式:主动式网络团购[J].商业经济与管理,2006(9):9-14.
[18] 黄炜,殷聪.中国式网络团购的现状、问题、趋势[J].图书情报工作.2012,56(8):135-143.
[19] Chen K Y,Kaya M,?zer ?.Dual sales channel management with service competition[J].Manufacturing & Service Operations Management,2008,10(4):654-675.
[20] Yan R,Pei Z.Retail services and firm profit in a dual-channel market[J].Journal of Retailing and Consumer Services,2009,16(4):306-314.
[21] 考虑顾客策略行为和产品质量的闭环供应链决策模型[J].中国管理科学.2016,24(3):109-116.
[22] 彭志强,熊中楷,李根道.考虑顾客策略行为的易逝品定价与再制造柔性补货机制研究[J].中国管理科学,2010,18(2):32-40.
1)新浪科技
[2] Liang X,Ma L,Xie L,et al.The informational aspect of the group-buying mechanism[J].European Journal of Operational Research,2014,234(1):331-340.
[3] Su X.Intertemporal pricing with strategic customer behavior [J].Management Science,2007,53(5):726-741.
[4] 李贺,张玉林,仲伟俊.考虑战略消费者行为风险的动态定价策略[J].管理科学学报,2012,15(10):11-25.
[5] Aviv Y,Pazgal A.Optimal pricing of seasonal products in the presence of forward-looking consumers[J].Manufacturing & Service Operations Management,2008,10(3):339-359.
[6] Elmaghraby W,Gülcü A,Keskinocak P.Designing optimal preannounced markdowns in the presence of rational customers with multiunit demands [J].Manufacturing & Service Operations Management,2008,10(1):126-148.
[7] 李峰,魏莹.异质消费者行为模式下的双渠道供应链系统协调与优化[J].系统管理学报,2015,24(5):762-768.
[8] 巩天啸,王玮,陈丽华,等.面对策略型消费者的产品创新换代策略[J].管理科学学报,2015,18(9):1-11.
[9] 陈晓红,谭运强.考虑策略型消费者双层因素的多零售商动态博弈定价[J].管理工程学报,2015,29(4):178-185.
[10] Chen J,Chen X,Song X.Bidder's strategy under group-buying auction on the Internet[J].Systems,Man and Cybernetics,Part A:Systems and Humans,IEEE Transactions on,2002,32(6):680-690.
[11] Chen J,Chen X,Song X.Comparison of the group-buying auction and the fixed pricing mechanism[J].Decision Support Systems,2007,43(2):445-459.
[12] Jing X,Xie J.Group buying:A new mechanism for selling through social interactions[J].Management Science,2011,57(8):1354-1372.
[13] Zhou G,Xu K-Q,Liao S S Y.Do starting and ending effects in fixed-price group-buying differ?[J].Electronic Commerce Research and Applications,2013,12(2):78-89.
[14] 唐方成,池坤鹏.双边网络环境下的网络团购定价策略研究[J].中国管理科学,2013,21(3):185-192.
[15] 唐尧,马士华.网络团购下的定价与持续时间决策[J].管理科学学报,2015,18(9):12-23.
[16] 陈冰冰.后团购时代团购网站发展策略研究[J].江苏商论,2011(3):24-27.
[17] 琚春华,王蓓.新型的网络团购模式:主动式网络团购[J].商业经济与管理,2006(9):9-14.
[18] 黄炜,殷聪.中国式网络团购的现状、问题、趋势[J].图书情报工作.2012,56(8):135-143.
[19] Chen K Y,Kaya M,?zer ?.Dual sales channel management with service competition[J].Manufacturing & Service Operations Management,2008,10(4):654-675.
[20] Yan R,Pei Z.Retail services and firm profit in a dual-channel market[J].Journal of Retailing and Consumer Services,2009,16(4):306-314.
[21] 考虑顾客策略行为和产品质量的闭环供应链决策模型[J].中国管理科学.2016,24(3):109-116.
[22] 彭志强,熊中楷,李根道.考虑顾客策略行为的易逝品定价与再制造柔性补货机制研究[J].中国管理科学,2010,18(2):32-40.
1)新浪科技