摘要
针对考虑竞争因素的团购平台团购价格与销售努力的决策问题,考虑消费者为价格敏感和销售努力水平敏感,依据Hotelling模型构建消费者效用函数,得出网络团购平台的最优销售策略,采用MATLAB软件分析参数对最优策略的影响。研究结果表明:消费者对网络团购平台的感知价值、价格敏感程度、销售努力水平、单位选择性损失和网络团购平台佣金比例均在不同程度上影响网络团购平台的利润,并据此提出网络团购平台应加强品牌建设、关注消费者行为以及确定合理佣金比例的政策性建议。
Aiming at the decisive problems of group shopping price on group shopping platform and sales effort concerned with competitiveness factors, this article considers that the consumers are price sensitive and sales effort level sensitive, establish- es consumer effect function according to Hotelling model, obtains the optimized sales strategy of online group shopping, uses MATLAB to analyze the influence of parameters on optimal strategy. The results show that： the perception value, price semi- tivity degree, sales effort level, unit selective loss of consumers on online group shopping platform and the commission ratio of online group shopping platform both affect the profit of online group shopping platform in different extent, and this article puts forward policy suggestion to strengthen brand construction of online group shopping platform, concern consumer behavior and determine reasonable commission ratio.
作者
白世贞
吴雪艳
BAI Shi-zhen WU Xue-yan(School of Management Harbin University of Commerce, Harbin Heilongjiang 150028)
出处
《价格月刊》
北大核心
2017年第3期75-80,共6页
基金
国家自然科学基金资助项目面上项目"差异化支付行为影响下的网购供应链协调机制研究"(编号:71671054)
国家自然科学基金资助项目面上项目"顾客导向型供应链竞合网络协调及突变应对研究(编号:71371061)
