风险厌恶商家团购竞争策略与网站合作模式协调  

Competition Strategy and Cooperation Coordination for Risk-averse Competing Sellers and Group-buying Platform

作　　者：吴一帆[1] 张倩[1] 李丹宁 陈靖 Wu Yi-fan;ZHANG Qian;LI Dan-ning;CHEN Jing(School of Business,East China University of Science and Technology,Shanghai 200237,China;SISU School of Business and Management,Shanghai International Studies University,Shanghai 200083,China)

机构地区：[1]华东理工大学商学院,上海200237 [2]上海外国语大学国际工商管理学院,上海200083

出　　处：《系统工程》2021年第5期41-55,共15页Systems Engineering

基　　金：国家自然科学基金资助项目(71471062,7170210);上海市浦江人才计划项目(17JPC023,17PJC087);中央高校基本科研业务项目(JKN022023001);教育部人文社会研究一般项目(17YJC630010)。

摘　　要：网络团购已成为一种流行的销售手段,竞争环境中的服务商家是否应该以及在何种条件下采用团购策略是一个值得探讨的问题。此外,团购网站应如何与竞争的商家达成合作关系也是保证行业健康发展的关键。本文首先构建了两个风险厌恶商家线下竞争时的基准模型,并讨论该基准模型下的商家最优策略。随后,分别探讨了单个商家采用团购策略与两个商家均采用团购策略的市场均衡问题。通过模型的对比分析,本文发现只有一个商家采取团购策略时,随着两个商家需求不确定性增加,商家的定价会升高,而团购价格降低。当两个商家都采取团购策略时,商家和团购网站的定价会随竞争对手的需求不确定性的增加而升高,在线上竞争程度较小时,定价会随着自身的不确定性需求的增加而降低,否则升高。团购网站的合作模式则取决于线上团购竞争的强度。当竞争强度较低时,竞争的商家由于获得了团购顾客市场而获益,网站则因为更多商家的线下顾客转移为团购顾客而受益。因此,团购网站愿意与两家商家同时合作。而当竞争强度较高时,过度的竞争反而迫使网站制定过低的团购价格,因此,团购网站只愿意与一家商家合作。商家的需求不确定性会导致团购网站拒绝与两个商家同时合作。最后,本文还发现两部收费制合同能够有效地协调整个团购市场。The development of e-commerce today has given rise to the emergence of many new selling patterns. As one of them, group-buying attracts numerous customers rapidly due to the characters of deep discounts and great convenience. Facing numerous sellers in the market, group-buying websites need to decide how to choose the propriate sellers to cooperate. Then, we study the optimal strategies of the sellers and website when one of and both the sellers cooperating with the website, respectively. This paper finds that when only one seller adopts the group-buying strategy, as the demand uncertainties of the two sellers increase, the sellers’ prices will increase, while the group-buying prices will decrease. When bothsellers adopt the group-buying strategy, the price of the seller and the group-buying website will increase as the competitors’ demanduncertainty increases. When the degree of online competition is small, the prices will increase with their own demanduncertainty, vise versa otherwise. The cooperation mode of group-buying websites depends on the intensity of online group-buying competition. When the intensity of competition is low, competing sellers benefit from the group-buying customer market, and the website benefits from more sellers’ offline customers shifting to group-buying customers. Therefore, the group-buying website is willing to cooperate with two sellers at the same time. When the intensity of competition is high, the excessive competition forces the website to set a low group purchase price. Therefore, the group purchase website is only willing to cooperate with one seller. The demand uncertainties of the sellers will cause the group-buying website to preferto cooperate with oneseller. We also find that two-part tariff contract enables the coordination in the overall industry.

关 键 词：团购 协议价格合同 两部收费制合同 协调 竞争 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]