基于在线购买历史聚合的B2C电子商务差异化折扣模型  

B2C E-commerce Differentiated Discount Model Based on Aggregated Online Purchase History

作　　者：李聪[1,2] 杨梅[1] Gajanan G.Hegde 马丽[3] 

机构地区：[1]四川师范大学计算机科学学院,四川成都610068 [2]匹兹堡大学Katz商学院,美国匹兹堡15213 [3]四川师范大学图书与档案信息中心,四川成都610068

出　　处：《运筹与管理》2016年第2期258-267,共10页Operations Research and Management Science

基　　金：国家自然科学基金项目(71202165);四川省哲学社会科学规划项目(SC13C019)

摘　　要：众多B2C网站已建立起会员等级制度,并据此向买家提供价格折扣。但会员等级制模型仅考虑买家交易金额,无法全面反映买家在线购买历史(online purchase history),故不能准确提供差异化折扣。针对上述问题,提出了一种面向B2C电子商务的差异化折扣模型,该模型包含能体现买家在线购买历史的交易、退单、推荐购买、晒单等四个指标,将买家在线购买历史聚合为一个综合值,进而通过min-max标准化方法进行线性转换,将转换后的聚合值与会员等级基准折扣结合得到最终的差异化折扣,从而使得B2C网站可向同级别会员实施更精准的一对一营销和价格歧视策略。以京东商城为背景的仿真实验结果证明了本文新模型的有效性。Many B2C wehsites have established their member hierarchy mechanisms to provide price discount to buyers. However, member hierarchy model only considers buyers＇transaction amount, which can not reflect com- prehensively buyers＂ online purchase history. Hence, member hierarchy model is unable to provide accurate dif- ferentiated discount for individual. To solve the above problem, a differentiated discount model for B2C E- commerce was proposed. This model integrated four indicators which can reflect buyers＇ online purchase history, including transaction, withdrawal of order, recommend-to-buy and order show; then the four indicators were aggregated into one value. By using min-max normalization, a linear conversion method, the aggregation value was combined with the base discount of member hierarchy to generate a differentiated discount for target buyer. That means the B2C website can implement more accurate one - to - one marketing and price discrimination strategy. The results of simulation experiment set in 360buy. corn showed the validity of the new model.

关 键 词：电子商务 差异化折扣模型 在线购买历史聚合 信誉 

分 类 号：C931.9[经济管理—管理学]