基于属性测度理论的在线团购市场及其交易机制研究

Research on the Trading Mechanism of Online Collective Purchasing Based on Attribute Measure

团购(有时也被称作C2B)通过将大量有共同需求偏好的消费者聚集在一起获得更多的折扣,销售商因薄利多销获得更多的利润,中介市场也能从中得到交易费用,从而实现三方的共赢。然而如何有效集结各消费者的偏好对卖方方案进行评价是在线团购市场能有效运行的前提条件,因此基于属性测度理论给出在线团购市场的交易流程,实现团购的在线自动协商;采用相对属性权表示成员对决策属性的偏好,利用属性综合评价方法评价卖方方案,提出集结成员偏好的方法;最后结合实例对在线团购的交易过程进行说明。

Collective purchasing （sometimes also known as C2B） makes a large number of consumers with common needs together, so consumers can get more discounts, vendors due to small profits gain more profit, and intermediary market will reap the transaction costs, so this market make both parties and intermediary market win-and-win. However, how to effectively gather together all the decision-making preferences of consumers is a prerequisite for effective operation of online collective purchasing market. Based on the theory of attribute measure, the authors put forward a trading mechanism of on-line collective purchasing market to achieve the on-line autonegotiation. This paper uses the relative attribute measure to express preferences of decision-making attributes, uses the multi-index attribute synthetic measure to evaluate the vendors＇ proposal, and builds up a method of aggregating consumer preferences. At last, combined with practical examples, it describes the transaction process of on-line collective purchasing.