竞争情形下的拼团购商家最优定价及策略选择研究  

The Optimal Pricing and Strategy Selection of Group-Buying Merchants under Competition Situation

作　　者：黄曼 唐庆国[1] 黄甫 HUANG Man;TANG Qingguo;HUANG Fu(School of Economics and Management,Nanjing University of Science&Technology,Nanjing 210094,China)

机构地区：[1]南京理工大学经济管理学院,江苏南京210094

出　　处：《工业工程与管理》2020年第3期161-170,共10页Industrial Engineering and Management

基　　金：国家社会科学基金资助项目(16BTJ019)。

摘　　要：结合拼团购的社交效应,基于两种竞争情形研究面向群体消费者的拼团购商家定价问题,并将其与面向个体消费者的个体购进行比较。通过雇佣一个敏感参数反映拼团购的最终成团率,与个体购相比,其初始消费者需承担团购规模组织成本。研究发现:若平台与社交APP进行合作,降低单位团购规模组织成本,有助于提高商家的拼团购利润;满足大众需求的商品更适合采用拼团购进行销售;商家开展拼团购的前提条件随着竞争情形和竞争结构的改变而改变;不管是垄断商家还是双寡头竞争商家,只有当单位团购规模组织成本足够小时商家才应考虑拼团购且当单位团购规模组织成本与成团率共同满足一定条件时,商家应选择拼团购而非个体购。Combined with the social effect of group-buying,the pricing problem of group-buying merchants for group consumers based on two competitive situations was studied and compared with individual-buying for individual consumers.By employing a sensitive parameter to reflect the final ratio which reached group-buying scale,compared with individual-buying,its initial consumers need to bear the organizational cost of group-buying scale. It is found that if the platform cooperates with social apps,reducing consumer’s organizational cost of unit group-buying scale,it can help to improve the profit of group-buying merchants. The commodities that meet the needs of the masses are more suitable to be sold by group-buying;the preconditions for merchants to carry out group-buying change with the change of competition situation and competition structure;whether monopoly merchants or duopoly merchants,they should consider group-buying only when the organizational cost of unit groupbuying scale is small enough,and when the organizational cost of unit group-buying scale and the ratio which reaches group-buying scale jointly meet certain conditions,they should choose group-buying instead of individual-buying.

关 键 词：拼团购 个体购 社交效应 定价 

分 类 号：F224[经济管理—国民经济]