上海管理科学2017，Vol.39Issue(1)：12-15,4.
广告促销下的零售商团购定价策略研究
Research on the Retailer Pricing Strategy of Group Buying under the Advertising Promotion
摘要
Abstract
In this paper, the commission pricing strategy of the network group-buying platform and retailers' pricing strategy are studied. Firstly, based on the linear demand model, we describe the change of the consumer groups and the retailer's demand function after the introduction of the group-buying mode. Then, according to the pricing order of the network platform providers and retailers, pricing strategy is determined, and the effect of a series of parameters on the retailers' optimal price is studied. Finally, the paper studies the appropriate advertising investment and the impact on the profit of the retailer with the introduction of advertising sales promotion when the commission price is under certain circumstances. The results show that after retailers introducing group-buying mode, a part of consumers with the original traditional model will continue to use the traditional shopping mode, and the rest will change into the consumers with group-buying mode. Moreover, the introduction of group-buying mode will inspire some of the potential consumers to buy. Within a certain range, the promotion of the commission prices will affect the retailer's pricing strategy in different degree, and this effect has both positive influence and negative effect. Meanwhile, the retailers choosing advertising promotion strategy can raise their profitability.关键词
团购/网络团购平台/广告促销/佣金/定价策略Key words
group buying/Network group buying platform/advertising promotion/commission/pricing strategy分类
管理科学引用本文复制引用
赵长江,刘斌..广告促销下的零售商团购定价策略研究[J].上海管理科学,2017,39(1):12-15,4.基金项目
国家自然科学基金资助项目(71571117,71301045),上海市基础研究重点课题(15590501800). （71571117,71301045）
