网络团购下的定价与持续时间决策  

Decisions on pricing and timing in online group buying

作　　者：唐尧[1] 马士华[1] 

机构地区：[1]华中科技大学管理学院,武汉430074

出　　处：《管理科学学报》2015年第9期12-23,85,共13页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71472069;71072035)

摘　　要：网络团购在实践中获得了较大成功,但还相对缺乏学术成果.首先根据顾客的异质性(到达时间不同、保留价格差异)和时间敏感性之间的突出程度将团购市场细分为异质型市场和敏感型市场,从而求解不同市场中团购价格和持续时间的联合决策问题,并进一步分析顾客的异质性和时间敏感性对最优解的影响.研究结果表明:在商家收益最大化的原则下,团购价格与持续时间总存在一定的函数关系,但这种关系会因市场特征的不同而有所变化;无论商家处于何种市场,团购持续时间的设定原则均要保证在规定期限内到达的顾客都会进行购买;在时间敏感型市场中商家具有唯一的最优策略,而在异质型市场中商家需要对市场进一步细分,并从低价团购和高价团购两种策略之间进行选择.最后,总结出最优团购策略的选择流程.Relative to the wide application of online group buying in practice, there has been scant academic research. This paper is devoted to fill this gap by investigating the decisions on pricing and timing in online group buying market. Based on the degree of consumers＇ heterogeneity and time-sensitivity, we first subdivide the market and then examine the optimal strategies individually. Our results show that： 1 ）In the maximizing the seller＇s revenue, pricing and timing decisions always exhibit some functional relationship. However, this relationship varies according to different market characteristics. 2） The principal of timing decision is to guar- antee the purchase of every consumer in each segmented market. 3 ）Contrast to the unique optimal strategy in time-sensitive market, there have been two optimal strategies in the heterogeneous market, i. e. , low pricing and high pricing. Which strategy should be adopted depends on the specific characteristics of the heterogene- ous market. Finally, we conclude and present the selection process of the optimal strategy in the online group buying market.

关 键 词：网络团购 顾客异质 时间敏感 产品定价 促销时间 

分 类 号：F272.3[经济管理—企业管理]