多产品最优团购组合策略

The Optimal Combined Grouping Buying Strategies for Multi-product Sales

目前关于团购模式的研究仍采用数量折扣策略,未挖掘团购策略的内在机理,在剖析团购模式的特征与消费行为的基础上,考虑羊群行为及等待时间对消费者效用的影响,形成团购和个体即时购模型。研究了企业销售多种互补性产品时,各销售策略的制定,以及不同参数条件下最优策略的选择。最后通过数值算例分析企业销售两种替代性产品时两种外部性对组合销售策略的影响,并得到了行为运作角度的管理启示。

Existing research on Group Buying （GB） still mainly complies with discount strategy and lacks of examining the internal mechanism of GB deeply. After analyzing sale characteristics and consumers behavior, we establish the GB model and Instant Buying （IB） strategy model considering the impact of herding behavior and wait time on consumer utility. Based on the model, we investigate the sale strategy formulation when the enterprise sells a variety of complementary products, and the way of choosing the optimal strategy under different conditions. Finally,a numerical example is established to reveal the effects of the two externalities on sale strategies when the enterprise sells two alternative products and exposes insights from the perspective of behavioral operations management.