摘要
随着移动互联网的发展,拼团模式受到越来越多零售商和消费者的追捧.以传统商业团购模型为基础,引入团购尺寸、发起者精力成本、需求扩散效应和拼团成功率,建立了零售商同时采取线上拼团和线下传统渠道策略的两阶段利润优化模型.运用Stackelberg博弈模型求解零售商和团购网站之间的利润分配问题,得出了零售商和团购网站的最优定价策略.通过算例分析了各因素对零售商和团购网站最优决策及利润的影响,对比分析了传统商业团购与拼团模式,据此给出了相关各方决策建议.
With the development of mobile Internet,group-spelling is more and more popular with retailers and consumers.Based on traditional business group-buying model,twostage optimal profit model is established for retailers which adopt both online group-spelling and offline traditional channel strategies.The model takes consider of group size,initiators’energy cost,demand diffusion effect and success rate of group-spelling.The Stackelberg game model is used to solve the profit distribution problem between retailers and group-buying websites.The optimal pricing strategy of retailers and group-buying websites is obtained.A numerical variation is designed to analyze influences of various factors on optimal decisions of the retailer and the group-buying website.Comparing and analyzing the traditional business group-buying mode and group-spelling mode,the related decision-making suggestions are given to retailer and the group-buying website.
作者
赵文燕
师柳柳
张瑞玲
郭二欢
高含
ZHAO Wen-yan;SHI Liu-liu;ZHANG Rui-ling;GUO Er-huan;GAO Han(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China)
出处
《数学的实践与认识》
北大核心
2019年第22期54-64,共11页
Mathematics in Practice and Theory
基金
河北省社会科学基金(NB17GL035)
关键词
拼团
定价策略
团购尺寸
需求扩散效应
group-spelling
pricing strategy
group size
demand diffusion effect
