考虑价格歧视和广告效应的网络团购销售策略研究

项目名称： 考虑价格歧视和广告效应的网络团购销售策略研究

项目编号： No.71501045

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 倪冠群

作者单位： 福建农林大学

项目金额： 17.4万元

中文摘要： 随着网络团购行业利润“倍增期”的到来，有效增加销售收益成为销售商乃至整个行业持续发展的关键。项目拟采用收益管理、博弈论、鲁棒优化等理论与方法，构建理论模型，揭示网络团购在价格歧视和广告效应两方面的本质作用，为销售商设计切实有效的团购销售策略。项目将分别以Groupon式团购和套餐团购为对象，考虑消费者团购参与成本及其差异，从收益最大化角度分析销售商通过“团购-零售”联合销售策略采用价格歧视的必要条件；考虑消费者信息传播成本及其差异，从口头传播和增加回头客角度，研究网络团购的广告宣传效应；考虑销售商通过第三方平台发布团购信息的现实情况，从博弈论角度研究销售商、第三方平台、同类销售商之间的竞合关系。在此基础上，结合具体的市场情景，提炼“团购-零售”联合销售策略的决策变量，构建优化模型，设计相应的求解算法，分析理论解的实践可行性与有效性，并结合数值分析，完善理论模型，为网络团购实践提供理论支持。

中文关键词： 网络团购；价格歧视；广告效应；算法设计；最优化

英文摘要： With the increasing of industry profits, effectively improving sales revenue becomes the key point to develop sustainably for both online group buying sellers and the entire industry. This project intends to build theoretical models revealing the basic effect of price discrimination and advertising of group buying, and to design feasible and effective sales strategies for the group buying sellers, using revenue management, game theory, robust optimization, and other theories and methods of management science. We will mainly deal with two types of group buying, i.e., Groupon mechanism and Package Deal mechanism in this project. First, considering consumers’ participation cost and its diversity, we will analyze the necessary conditions adopting discriminatory prices during group buying from the point of view of revenue maximization. Second, considering consumers’ information cost and its diversity, we will study the advertising effect of group buying focusing on “word-of-mouth” effect and repeat purchasing; Third, considering the common scenario where the sellers provide group buying through a third party platform, this project will also research the co-opetition relationship between sellers and platform from the perspective of game theory. Based on these, we will refine the decision variables of “group-buying-retailing” joint decision problems and build optimization models according to specific market situations. For the proposed models, we will also design theoretical strategies and algorithms and analyze the solutions’ feasibility and effectiveness from the point of view of practice. Meanwhile, we will also compare theoretical results with numerical analysis, and improve the proposed theoretical models and strategies, which we hope can provide useful theoretical support for online group buying practice.

英文关键词： Online Group Buying;Price Discrimination;Advertising Effect;Algorithm Design;Optimizing