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網絡團購的定價與收益協調策略研究(發表于《運籌與管理》2017年07月第26卷)

吳翠蓮1, 王 謙1,2,3, 田 歆1,2,3, 蔡 笠4


1. 中國科學院大學 經濟與管理學院,北京 100190;

2. 中國科學院虛擬經濟與數據科學研究中心, 北京 100190;

3. 中國科學院大數據挖掘與知識管理重點實驗室,北京 100190;

4. 上海海鼎信息工程股份有限公司,上海 201112

【摘   要】如何實現團購網站和團購參與商家之間的雙贏是我國網絡團購目前面臨的一大挑戰性問題。結合我國網絡團購的特點,構建團購網站和商家之間定價與收益分配的博弈模型, 針對博弈結果運用納什談判模型給出協調策略。最后,通過數值算例分析主要參數的變化對價格與收益的影響。結果表明, 敏感市場的規模和團購網站的廣告效應越大、 商品的單位成本越小、 開展網絡團購對商家和團購網站越有利。


【關鍵詞】網絡團購; 定價; 收益分成; 協調



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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網絡團購的定價與收益協調策略研究.pdf


亚洲欧美日韩一区二区三区在线
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