团购网降价及推荐奖励计划的均衡策略研究

Research on Equilibrium Strategies for Referral Reward Programs and Price Reduction on Group-buying Network

团购网通过薄利多销的形式吸引消费者,并利用推荐奖励计划来获取新客户.降价策略和推荐奖励计划成为团购网发展的重要策略之一.文中以中国团购网为行业背景,采用博弈论的方法来分析卖方(团购网和商家)和消费者在推荐计划实施的过程中,卖方如何利用降价和推荐奖励的方式促使消费者购买和正面口碑传播,消费者如何决定购买和推荐行为,进而得出均衡策略.研究结论表明,较低的喜悦度可以带来较强的口碑效应,推荐产品或服务的意愿较大,并指出降价和推荐奖励有利于正面口碑传播.该研究结论为管理者在如何最佳设置价格和奖励上提供指导和管理建议.

Group-buying network attracts consumers with low price and acquires new customers with referral rewards. This paper presents equilibrium strategies for price reduction and referral rewards by using game theory. This paper analyzes how sellers（include group-buying network and business） make customers purchase goods and disseminate positive word of mouth by using price reduction and referral rewards, and how the customers decide their buying behavior and referral behavior in the implementation of referral programs in China;s group-buying industry. The results show that the lower consumer delight can bring a strong word-of-mouth and the higher willingness of recommendation. It is pointed out that price reduction and referral reward are good for spreading the positive word-of-mouth. The result provides managers with strategic quidance to and management suggestion of setting price and reward.