基于消费者从众特性的团购策略研究  

Group-buying strategies based on consumer herding

作　　者：陈晓红[1] 徐方方 CHEN Xiao-hong;XU Fang-fang(School of Business,Central South University,Changsha 410083,China)

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《管理工程学报》2018年第2期179-187,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金国际合作重大研究资助项目(71210003);国家自然科学基金委创新研究群体科学基金(71221061)

摘　　要：本文考虑消费者从众效应,从品牌或新产品推广的角度研究了团购对于商家的意义。首先探讨消费者不从众情形下,商家进行品牌推广的渠道选择问题。然后研究了消费者从众和反从众性对商家最优团购策略的影响。研究发现,在消费者不从众情形下,团购平台的消费者比例是决定商家选择团购策略的关键因素,但当加入团购平台的消费者比例在一个"恰当"的范围内时,团购网站的技术特征参数和商家知名度会起主导作用,且当团购网站技术特征参数值不变时,商家知名度越小,选择团购越有利。另外,当商家选择团购渠道进行品牌推广时,商家的最优利润会因消费者的从众性而降低,因其反从众性而升高。The third-party group-buying platform has attracted increasing attention of scholars with its rapid development.On the surface,the network group-buying model is booming because it creates a tripartite win-win situation.Merchants can earn decent profit and increase their brand awareness through large-scale sales on group-buying websites.Group-buying helps consumers reduce their cost of information search and improve their bargaining power.Furthermore,the group-buying platform has found a very important profit model which creates a communication bridge between merchants and consumers,and then receives commissions as an intermediary.However,what is the significance of group-buying for merchants?Do merchants definitely become more profitable by adopting group-buying strategies?This paper studies the significance of group-buying for merchants from the perspective of brand marketing or new product promotion,based on a stylized two-period game-theoretic model and considering consumer herd behavior.With the advent of Groupon.com in 2008,the third-party group-buying platform has seen phenomenal growth,which makes them become an important channel for merchants to conduct brand marketing or new product promotion.We assume merchants can choose between two kinds of marketing channels:the traditional"merchants-consumers"marketing channel and the third-party group-buying platform channel.Firstly,we discussed merchants’strategic choice between the group-buying channel and traditional channel when merchants promote their goods for consumers who are non-conformity.Afterwards,we studied the influence of consumers’conformity and anti-conformity characteristics on merchants’optimal group-buying strategies.In our conceptualization,merchants who participate in the platform can enjoy sampling and advertising effects,but they have to pay the group-buying platform a certain amount of intermediary fees.The platform adopts a sharing contract with merchants who offer a deal on the platform.In addition,we model the strategic interaction

关 键 词：团购策略 双边平台 STACKELBERG博弈 从众特性 

分 类 号：F224[经济管理—国民经济]