考虑团长能力的社区团购多边平台两期定价与福利分析  

A Two-Period Pricing and Welfare Analysis of Community Group-Buying Multi-Sides Platforms Considering the Capabilities of Group Leaders

作　　者：张佳杰 彭赓 吕本富 ZHANG Jiajie;PENG Geng;LYU Benfu(School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190)

机构地区：[1]中国科学院大学经济与管理学院,北京100190

出　　处：《科技促进发展》2024年第9期817-825,共9页Science & Technology for Development

摘　　要：社区团购平台在快速发展的过程中,面临日益严格的市场监管,如何有序扩张成为其发展的关键问题。运用多边市场理论,本研究深入分析了社区团购平台的两期定价机制,并对比了“平稳扩张”与“快速扩张”两种策略。在“平稳扩张”策略中,平台在扩张初期对团长补贴并对商家收费;“快速扩张”策略中,平台在扩张初期仅对团长补贴,不对商家收费。研究发现,团长在商家产品推广方面的能力提升,将促使平台从“平稳扩张”转向“快速扩张”,以实现利润最大化。此外,当团长能够有效运营消费者社群时,消费者福利随之提升。本研究可为社区团购平台的定价与扩张提供理论依据与管理启示。Community group-buying platforms are facing increasingly strict market regulation in the process of rapid development.How to expand in an orderly manner has become a key issue for its development.Utilizing the theory of multi-sides market,this study analyzed the two-period pricing mechanism of community group-buying platforms and compared the two strategies:'Steady Expansion'and'Rapid Expansion'.Under the'Steady Expansion'strategy,the platform subsidized the group leaders and charged merchants in the early stages of expansion In contrast,in the'Rapid Expansion'strategy,the platform only subsidised the group leaders during the initial phase without charging the merchants.The study found that the group leader's increased ability to promote the merchants'products would lead the platform to shift from'Steady Expansion'to'Rapid Expansion'in pursuit of maximizing profits.Furthermore,when group leaders could effectively operate a consumer community,consumer welfare was subsequently enhanced.This study provided a theoretical basis and managerial insights into the pricing and expansion strategies of community group-buying platforms.

关 键 词：社区团购 多边市场 多期定价 扩张策略 消费者福利 

分 类 号：F724.6[经济管理—产业经济] F274