基于信息共享角度的团购策略研究

随着社交网络的崛起,信息共享成为消费者行为的一个重要特征. 本文基于信息共享角度,在考虑消费者特基础上对商家的团购策略进行设计. 研究表明,随着信息共享难度或低信息消费者比例的增大,团购折扣价格家利润逐渐减小,但混合团购个人购买价格却先增后减; 同时,反从众、不从众和从众消费者的比例以及从性导致的保留价值差直接影响最优的团购策略; 而较高比例的等待敏感型消费者也会导致团购折扣价格的减小. 另外,只有当高低信息消费者之间的信息差较大且信息共享难度不大时,团购策略才优于传统边际策略.

Group-buying strategies based on information interaction

With the rise of social network, information interaction has become an important feature of the behavior of consumers. This paper, based on information interaction, considers customers' characteristics to explore the best strategies for sellers during group-buying. The result reveals that group-buying discount price and profit decrease while information interaction difficulties and proportion of low level information customers increase. However, the individual purchase price in mixed group-buying decreases after increasing. Moreover, proportions of anti-conformity, non-conformity and conformity consumers as well as the retention value difference led by herd characteristics have direct impacts on the optimal strategy of group-buying. A higher proportion of waiting sensitive customers will decrease price discount of group-buying. Only when the information gap between high level and low level information customers is considerable and the difficulties of information interaction are not large, the group-buying strategy is better than the traditional marginal strategy.