平台商家的返利促销模式选择研究  

Research on the Selection of Rebate Promotion Mode of Platform Merchant

作　　者：林强[1] 单镇杰 黄海玲 冯镜铭 LIN Qiang;SHAN Zhenjie;HUANG Hailing;FENG Jingming(School of Management,Guangdong University of Technology,Guangzhou 510520,China)

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《运筹与管理》2024年第10期186-192,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72471064,72002046);国家社会科学基金重大项目(22&ZD082);教育部人文社会科学研究项目(22YJC630079);广东省哲学社会科学规划一般项目(GD23XGL023,GD24CGL46);广东省基础与应用基础研究基金项目(2021A1515011969)。

摘　　要：在电子商务背景下,平台商家以两种模式向消费者提供返利,一种是入驻电商平台由平台向消费者提供积分返利,另一种是通过第三方返利平台向消费者提供现金返利。本文通过构建积分返利和现金返利两种模式下的决策模型,研究了两种返利模式下商家的最优定价决策和返利促销策略,进而探讨了相关因素对于商家和平台最优决策的影响。研究发现:商家选择积分返利时,其最优定价和最优利润随着品牌效应因子、消费者对积分返利的虚拟感知因子的增大而增大,且品牌效应因子带来的影响更大。商家选择现金返利时,其最优定价和最优利润随着支付给第三方返利平台的佣金增大而增大,随着消费者对现金返利的兑付率增大而减小。与此同时,商家只有在消费者对现金返利的兑付率较大且与平台的销售分成比例较小时才会选择积分返利,否则将选择现金返利。最后,通过数值算例证实了上述结论。With the intensifying competition of online retail and the rapid development of e-commerce industry,rebate promotion has become an effective way for online retailers to attract consumers and enhance their competitiveness.Rebate promotion refers to the fact that when consumers purchase specified commodities from the merchant on the e-commerce platform or the rebate website,the merchant or the rebate website will give certain rebates to them according to the actual sales of the product in the form of cash,points,coupons,etc.Among them,cash rebates and point rebates are the most common two kinds of rebate promotion modes.Merchants can partner with third-party rebate platforms or websites to provide cash rebates to consumers by paying a certain commission.In addition,many large e-commerce platforms provide point rebates to consumers,and merchants can pay a certain percentage of sales share to participate in the point rebate on the e-commerce platform.Compared with other sales platforms or channels,large-scale e-commerce platforms have better reputation and quality assurance,so sellers selling products on large-scale e-commerce platforms have additional brand effect.However,compared with cash rebates,consumers have a certain degree of virtual awareness of point rebates.Meanwhile,compared with the traditional coupons,discounts and other immediate offers,cash rebate promotion has the characteristics of delayed cashing,that is,consumers need to complete the purchase,confirm the receipt of goods through application,certification or other ways to obtain rebates.As a result,consumers may eventually fail to redeem the rebate for various reasons such as forgetting,troublesome operation procedures,inconsistency between the effectiveness of the product purchased and the rebate redeemed,etc.,which brings“arbitrage”opportunities for merchants and platforms.Therefore,how do different rebate models affect consumer utility and demand?How to determine the optimal rebate model selection strategy?In order to explore the above probl

关 键 词：平台经济 返利促销 积分返利 定价决策 

分 类 号：F272[经济管理—企业管理]