基于团购供应链协调的第三方平台盈利模式研究  

Study on Profit Model of Third-party Platform with Supply Chain Coordination of Group-buying on Web

作　　者：白世贞[1] 吴雪艳[1] 鄢章华[1] 

机构地区：[1]哈尔滨商业大学管理学院,哈尔滨150028

出　　处：《软科学》2016年第7期133-139,共7页Soft Science

基　　金：国家自然科学基金项目(71371061);黑龙江省重点科技攻关项目(GB14D409);黑龙江省博士后资助项目(LBH-Z15112)

摘　　要：基于单一定价机制,利用优化理论与方法研究由单个商家和单个第三方平台构成的二级团购供应链盈利模式决策问题,通过自营与代理两种盈利模式下团购供应链各主体的协调策略,对比分析第三方平台两种盈利模式下各决策变量的关系。研究发现,适当增加第三方平台的佣金比例能够提高第三方平台代理模式下的盈利水平,且可以通过选择合适的合作商家以及降低商家的单位生产成本实现。而当消费者需求较少时,第三方平台则应该选择自营模式。最后,通过数值分析对研究结论进行了验证。This paper analyzed the profit model decision problem of a two-level supply chain consisting of one supplier and one third-party platform using optimization theory and method based on a fixed pricing mechanism. Research on coordination strategies of group supply chain each body under two different profit model. And then,it compared and analyzed the relationship of decision variables under two profit models. Results showed that the profitability of third-party platform proxy mode could be improved by increasing the proportion of commission appropriately,which can be achieved by selecting fit collaborators and reducing unit costs of production. The self mode should be chosed by third-party platform when consumers decrease the demand for a commodity. Finally,it verified the conclusions by numerical analysis.

关 键 词：盈利模式 团购网站 供应链协调 

分 类 号：F274[经济管理—企业管理]