Study of Group-buying-induced Strategies for E-commerce Platform Based on Social Group-buying

Abstract

Abstract:

There is a widespread phenomenon of social group-buying and platform inducing consumers to join groups in e-commerce. Considering the influence of social cost and flow spillover effect in the supply chain consisting of a single social group-buying platform and a single e-commerce enterprise, we establish the decision model of e-commerce enterprises when platform doesn't induce group-buying and the Stackelberg game model between platform and enterprise when platform induces group-buying respectively. Then, we use KT method to obtain the optimal group-buying pricing strategy of the e-commerce enterprise, the implementation conditions and incentive strategies of the platform guiding group-buying. The results show that the platform should adopt the strategy of inducing group-buying only when the social acceptability of consumers, the push money and flow spillover effect of platform are high; the strength of inducing such as the amount of inducing money, should increase with the increase of flow spillover and price elasticity, and decrease with the increase of social acceptability difficulty; the sale price determined by e-commerce companies and the number of customers participating in groupbuying are higher when platform induces group-buying than those when platform doesn't induce group-buying. Finally, the validity of the conclusions is verified by using the derivative method and numerical simulation, and the sensitivity analysis of the key parameters is carried out. The platform inducing group-buying can realize a win-win situation for both the platform and the e-commerce enterprise. So, the e-commerce enterprise should actively cooperate with the platform by giving the platform a higher push money and so on.

Key words: social group-buying, flow spillover effect, group-buying-induced, decisions model, KT method

Zhang Yang, Xu Bing. Study of Group-buying-induced Strategies for E-commerce Platform Based on Social Group-buying[J]. , 2019, 31(10): 133-141.

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