网络购物平台最优价格促销策略:价格折扣还是现金券?  

Online Shopping Platform Optimal Price Promotion Strategy: Price Discount or Cash Coupon?

作　　者：张华 李莉[1] 朱星圳 何向 ZHANG Hua;LI Li;ZHU Xing-zhen;HE Xiang(School of Economics and Management,Nanjing University of Science&.Technology,Nanjing 21094,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：《中国管理科学》2022年第10期130-141,共12页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71771122,71972101)。

摘　　要：平台价格促销已成为平台营销中的重要问题,不同于传统模式下商家决定商品的价格促销,平台价格促销是以平台作为价格促销的决策者。本文建立了平台价格折扣和现金券两种由平台作为决策者的价格促销模型,探讨平台的最优价格促销策略,并在原有模型的基础上考虑商家广告投资决策并构建了扩展模型。研究结果表明,(1)只有当商品的基本需求、消费者价格敏感度和商品价格满足一定条件时,平台价格促销才能提升平台利润。(2)在两种价格促销都能提升平台利润情况下,平台的交易费率较高且商品价格较低则平台实施现金券策略的利润高于价格折扣策略;其他情况下平台实施价格折扣策略的利润高于现金券策略。(3)在平台交易费率较低的情况下,价格折扣策略下消费者能得到更多优惠;否则现金券策略下消费者得到更多优惠。(4)增加商家广告投资能够提高平台促销活动的利润,但是平台的价格优惠降低,且平台实施价格促销活动的条件区间减小。Platform price promotion has become an important issue in platform marketing. Different from the traditional mode in which merchants decide the price promotion, platform price promotion takes the platform as the decision maker of price promotion. In this paper, platform price discount model and cash coupon model are established, and platform optimal price promotion strategy is analyzed. Some findings are achieved.(1) Platform price promotion can only increase platform profits when the basic demand, consumer price sensitivity and commodity price meet certain conditions.(2) In the case that both price promotions can improve the platform’s profit, the platform’s transaction rate is higher and the commodity price is lower, so the platform’s profit of implementing cash coupon strategy is higher than that of price discount strategy;In other cases, the profit of price discount strategy implemented by the platform is higher than that of cash coupon strategy.(3) With lower transaction rates on the platform, consumers can get more discounts under the price discount strategy;Otherwise the cash coupon strategy will give the consumer more benefits.(4) Sellers’ advertising investment can increase the profits of promotion activities on the platform, but the price concessions on the platform are reduced, and the range of conditions for the platform to implement price promotion is reduced.

关 键 词：平台 价格促销 现金券 价格折扣 广告投资 

分 类 号：F272.3[经济管理—企业管理]