考虑特殊广告效应的网络团购定价策略  

Researching on Network Group Pricing Strategy Considering Special Advertising Effect

作　　者：赵文燕[1] 高含 ZHAO Wen-yan;GAO Han(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China)

机构地区：[1]河北工业大学经济管理学院,天津300401

出　　处：《数学的实践与认识》2022年第11期12-20,共9页Mathematics in Practice and Theory

摘　　要：近年来电子商务飞速发展,以拼多多为代表的新兴社交电商平台,除了推出全新的购买模式“拼单购买”外,还以其独创的广告宣传方式迅速获得了巨大的客户流量.以拼多多为代表的新电商崛起为研究背景,以单独购买和拼单购买两种方式为基础建立模型,把传统广告和特殊广告作为影响定价模型的重要因素加以考虑,运用Stackelberg博弈模型求得零售商与团购网站的最优定价策略.最后利用数值算例的方法找出了影响各方决策的关键因素,为商家和团购网站的管理与决策提供了启示.In recent years,the development of e-commerce is rapid.In addition to launching a new purchase model "Spelling Purchase",the emerging social e-commerce platform represented by the company Pinduoduo has quickly won the attention of a large number of consumers with its original advertising method.This paper takes the rise of new e-commerce represented by A as the research background,building a model based on the two purchase methods of separate purchase and spelling purchase,and considers traditional advertising and special advertising as important factors influencing the pricing model.Using Stackelberg master-slave game theory,the merchants and group-buying websites are used as both sides of the game to obtain the optimal pricing strategy and optimal profit.Later,we use numerical examples to find out the key factors affecting the decision-making of the parties,which provides inspiration for the management and decision-making of merchants and group-buying websites.

关 键 词：网络团购 拼单购买 特殊广告 定价策略 

分 类 号：F724.6[经济管理—产业经济] F274