服务团购中平台/商户决策优化与协调研究

项目名称： 服务团购中平台/商户决策优化与协调研究

项目编号： No.71471062

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 吴一帆

作者单位： 华东理工大学

项目金额： 60万元

中文摘要： 团购已成为服务业的重要营销模式，然而由于团购平台仅从自身短期利益出发盲目扩大需求，加之缺乏来自商户有效的运营层面支持，其在营销端的成功并未给商户带来预期的利润增长。这直接降低了商户持续参与团购的意愿，进而影响了团购平台的持续盈利能力，并阻碍了市场规模的扩大。本项目拟结合博弈论、排队论以及优化理论构建非合作及合作情形下的平台和商户的决策模型。在非合作情形下，通过排队论对商户的服务能力进行建模，以平台和商户各自利润最大化为目标，运用博弈论分析双方的决策均衡。在合作情形下，首先考虑平台前瞻性，即平台考虑商户持续参与团购意愿对自己长期盈利的影响，应用重复博弈讨论双方的最优决策问题，并基于优化结果分析前瞻性对双方利润的影响规律。随后将平台商户视为一个整体，研究联合决策优化问题，进而揭示合作为双方带来的价值潜力。最后，根据合约理论，讨论如何通过收益共享、两部制和数量弹性合约实现双方的协调优化。

中文关键词： 团购；营销；服务运营；协调

英文摘要： Group buying has become an important selling strategy for the service sellers, however, the group buying websites increase the sales volume and revenue for their own interests. Furthermore, the service sellers have no effective operations support for this demand surge. Thus, the success in marketing has not bring in anticipated profit growth. This decreases the service sellers' willingness to reinitiate any group buying activities, which harms the long term profitability of the websites. This project aims studying the website and service sellers' decision model in non-cooperative and cooperative settings using game theory, queueing theory and optimization. In the non-cooperative setting, service seller's service capacity is modeled by queueing system, the objectives of the website and service seller are to maximize their own profits. The equlibrium is studied using game theory. In the cooperative setting, consider the website's forward looking behavior, the optimal decisions of both parties are obtained using repeated games. Based on the optimal solutions the profit sensitivities of both parties are analyzed. Then the website and the service seller are treated as a centralized decision maker, the collaborative optimal decisions are studied to reveal the profit gap when compared with non-cooperative setting. Finally, the contract theory is proposed to coordinate the website and service seller. Three different contracts including revenue sharing, two part tariff and quantity discount, will be analyzed.

英文关键词： group buying;marketing;service operations;coordination