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网络团购的定价与收益协调策略研究(发表于《运筹与管理》2017年07月第26卷)

万人红黑大战 www.zhaoyun66.com 吴翠莲1, 王 谦1,2,3, 田 歆1,2,3, 蔡 笠4


1. 中国科学院大学 经济与管理学院,北京 100190;

2. 中国科学院虚拟经济与数据科学研究中心, 北京 100190;

3. 中国科学院大数据挖掘与知识管理重点实验室,北京 100190;

4. 上海海鼎信息工程股份有限公司,上海 201112

【摘   要】如何实现团购网站和团购参与商家之间的双赢是我国网络团购目前面临的一大挑战性问题。结合我国网络团购的特点,构建团购网站和商家之间定价与收益分配的博弈模型, 针对博弈结果运用纳什谈判模型给出协调策略。最后,通过数值算例分析主要参数的变化对价格与收益的影响。结果表明, 敏感市场的规模和团购网站的广告效应越大、 商品的单位成本越小、 开展网络团购对商家和团购网站越有利。


【关键词】网络团购; 定价; 收益分成; 协调



Research on Pricing and Revenue Coordination Strategy of Online Group Buying

WU Cui-lian1, WANG Qian1,2,3, TIAN Xin1,2,3, CAI Li4


( 1.School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190,China;

2.Research Center on Fictitious Economy and Data Science,Chinese Academy of Sciences, Beijing 100190,China; 

3.Key Laboratory of Big Data Mining and Knowledge Management,Chinese Academy of  Sciences, Beijing 100190,China;

4.Shanghai HEADING Information Engineering Co., Ltd., Shanghai 201112, China)


Abstract: How to achieve a win-win situation between the group buying website and participating merchant is a big challenge in our country. A game model of pricing and revenue sharing is built according to the characteristics of online grouping buying in China. The, the corresponding coordination strategy is given using the Nash negotiation model. Finally, a numerical example is designed to analyze the influence of the change of the main parameters to price and revenue. The results show that online group buying is better for the website and participating merchant when the size of sensitive market is larger, and the advertising effect is bigger or the unit cost is smaller.


Key words: online group buying; pricing; revenue sharing; coordination



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网络团购的定价与收益协调策略研究.pdf