基于网络团购与广告投入的商家销售策略选择问题研究

›› 2016, Vol. 28 ›› Issue (11): 235-244.

基于网络团购与广告投入的商家销售策略选择问题研究

吴翠莲¹, 王谦^1,2,3, 田歆^1,2,3, 陈庆洪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

收稿日期:2015-03-11 出版日期:2016-11-28 发布日期:2016-11-23
作者简介:吴翠莲,中国科学院大学经济与管理学院硕士研究生;王谦,中国科学院大学经济与管理学院副教授,硕士生导师,博士;田歆,中国科学院虚拟经济与数据科学研究中心,副研究员,硕士生导师,博士;陈庆洪,上海海鼎信息工程股份有限公司副总经理,物流事业部总经理。
基金资助:
国家自然科学基金项目（71371178；71390331）；中国科学院大学校长基金（Y35102LN00）；中国科学院大数据挖掘与知识管理重点实验室开放课题；山东省自主创新及成果转化专项（2014ZZCX03302）。

Group-buying or Advertising? Research on the Selection of Sales Strategy

Wu Cuilian¹, Wang Qian^1,2,3, Tian Xin^1,2,3, Chen Qinghong⁴

1. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
2. Research Center on Fictitious Economy and Data Science, Chinese Academy of Sciences, Beijing 100190;
3. Key Laboratory of Big Data Mining and Knowledge Management, Chinese Academy of Sciences, Beijing 100190;
4. Shanghai HEADING Information Engineering Co., Ltd., Shanghai 201112

Received:2015-03-11 Online:2016-11-28 Published:2016-11-23

摘要/Abstract

摘要：

网络团购作为一种新兴的销售策略，受到越来越多商家的重视和青睐。本文结合我国网络团购的特点，分别构建商家投入广告、参与网络团购、同时投入广告和参与网络团购三种销售策略下的定价模型，研究与传统的广告促销相比，网络团购能否有效增加商家利润。最后，通过数值算例分析各参数的变化对商品价格、需求量、广告投入水平以及商家利润的影响。研究表明，在高端市场的规模较大，高端市场的需求对价格变化较不敏感，商品的单位成本较小，团购网站的广告效应较大，团购网站的收益分成比例较小几种情况下，建议商家选择参与网络团购，反之则建议商家考虑进行广告投入。

关键词: 网络团购, 广告投入, 定价, 销售策略

Abstract:

As a new sales strategy, online group buying has got more and more attention. In this paper, pricing models of three sales strategies are built to study whether the online group guying can increase participating merchants' profits compared with the traditional ad-vertising promotion. Finally, a numerical variation is designed to analyze influences of the change of main parameters on commodity prices, demand, advertising investment level and revenue. The results show that advertising is always beneficial to merchants if there is no minimum level of advertising. When the size of high value market is large, the demand in high value market is not sensitive to price changes, the unit cost of goods is small, the advertising effect of the website is large or the profit sharing ratio is small, participating in the online group buying is more favorable to merchants. Otherwise, advertising is more favorable.

Key words: online group buying, advertising, pricing, sales strategy

吴翠莲, 王谦, 田歆, 陈庆洪. 基于网络团购与广告投入的商家销售策略选择问题研究[J]. , 2016, 28(11): 235-244.

Wu Cuilian, Wang Qian, Tian Xin, Chen Qinghong. Group-buying or Advertising? Research on the Selection of Sales Strategy[J]. , 2016, 28(11): 235-244.

参考文献

[1] 中国电子商务研究中心.2013年度中国网络团购市场数据检测报告[R]. www.100ec.cn, 2014
[2] Kauffman R. J., Wang B. New Buyers' Arrival under Dynamic Pricing Market Microstructure:The Case of Group-buying Dis-counts on the Internet[J]. Journal of Management Information Systems, 2001,18(2):157-188
[3] Byers J. W., Mitzenmacher M., Zervas G. Daily Deals:Prediction, Social Diffusion, and Reputational Ramifications[R]. Pro-ceedings of the Fifth ACM International Conference on Web Search and Data Mining, Seattle, Washington, USA, ACM, 2011
[4] Tai C. L., Hong J. Y., Chang C. M., et al. Determinants of Consumer's Intention to Participate in Group Buying[J]. Social and Behavioral Sciences, 2012,57:396-403
[5] Shiau W. L., Luo M. M. Factors Affecting Online Group Buying Intention and Satisfaction:Social Exchange Theory Perspective[J]. Computers in Human Behavior, 2012,28:2431-2444
[6] Cheng H. H., Huang S. W. Exploring Antecedents and Consequence of Online Group-buying Intention:An Extended Perspective on Theory of Planned Behavior[J]. International Journal of Information Management, 2013,33(1):185-198
[7] 李先国,杨晶,刘雪敬.时间压力和参照群体对消费者团购参与意愿的影响[J]. 中国软科学, 2012,(4):117-124
[8] 赵保国,成颖慧.网络团购中消费者购买意愿影响因素研究[J]. 中央财经大学学报, 2013,(10):91-96
[9] Anand K. S., Aron R. Group Buying on the Web:A Comparison of Price-discovery Mechanisms[J]. Management Science, 2003, 49(11):1546-1562
[10] Chen R. R., Li C., Zhang R. Q. Group Buying Mechanisms under Quantity Discounts[R]. Working Paper, University of Califor-nia at Davis, CA, 2010
[11] Edelman B. S., Jaffe S. D., Kominers. To Groupon or Not to Groupon:The Profitability of Deep Discounts[R]. Harvard Business School NOM Unit Working Paper No. 11-063, 2011
[12] Jing X. Q., Xie J. H. Group Buying:A New Mechanism for Selling through Social Interactions[J]. Management Science, 2011, 57(8):1354-1372
[13] 陈剑,陈熙龙,宋西平.逢低买入拍卖中的共谋研究[J]. 系统工程理论与实践, 2002,22(10):94-104
[14] 唐方成,池坤鹏.双边网络环境下的网络团购定价策略研究[J]. 中国管理科学, 2013,21(3):185-192
[15] 胡东滨,李洋,陈晓红,彭宛露.基于信息共享角度的团购策略研究[J]. 系统工程理论与实践, 2014,34(11):2849-2861
[16] 郭三党,刘思峰,方志耕.网络团购供应链委托代理激励机制研究[J]. 数学的实践与认识, 2014,44(24):67-76
[17] Roman K., Mass J. How to Advertise:Third Edition[M]. New York:St. Martin's Press, 2005
[18] Khouja R. Linking Advertising and Quantity Decisions in the Single-period Inventory Model[J]. Int J Production Economics, 2003,86:93-105
[19] 周永务,杨善林.Newsboy型商品最优广告费用与订货策略的联合确定[J]. 系统工程理论与实践, 2002,22(11):59-63
[20] 张延龙,梁樑.供应商数量折扣策略和零售商广告策略投入博弈分析[J]. 运筹与管理, 2009,6(18):99-104
[21] 卜祥智,赵泉午,黄庆,武振业.易逝商品最优广告投入与订货策略的博弈分析[J]. 系统工程理论与实践, 2004,24(11):100-105
[22] Joskow P., Tirole J. Reliability and Competitive Electricity Markets[R]. CSEM Working Paper Serious, 2004
[23] Desiraju R., Shugan S. M. Strategic Service Pricing and Yield Management[J]. Journal of Marketing, 1999,63(1):44-56
[24] Xie J., Wei J. Coordination Advertising and Pricing in a Manufacturer-retailer Channel[J]. European Journal of Operational Re-search, 2009,197(2):785-791
[25] 易余胤,肖莉珺.考虑广告影响的闭环供应链协调[J]. 管理评论, 2012,24(11):44-50
[26] 周名阳,林杰,袁玥赟.供应链广告与定价联合决策模型研究[J]. 软科学, 2014,28(7):29-33
[27] 赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计[J]. 中国管理科学, 2014,22(5):61-68