网络团购最优定价模型及策略研究.pdfVIP

第25 卷第3 期 重庆邮电大学学报(自然科学版 VoI. 25 No.3 2013 年6 月 Journal of Chongqing University of Posts and Telecommunications (Natural Science Edition) Jun.2013 DOI: 10. 3979/j. issn. 1673-825X. 2013. 03. 021 网络团购最优定价模型及策略研究 宁连举，冯 鑫，万志超 (北京邮电大学经济管理学院，北京 100876 ) 摘 要:随着网络团购的发展和市场竞争的加剧，合理定价成为团购商家不得不面临的重妥问题。基于团购固定 价格机制(fixed-pricing mechanism , FPM) 相关研究成采，结合国内团购市场现状，通过分析描述商家营销状况的加 速因子和描述商家对市场需求认知程度的商品即时供给量的变化对单个商家自身最优价格取值的影响，提出了改 进的团购商品最优定价模型。详细讨论了在不同商品储备量值的情况下，方口速因子的取值变化所引起的折扣因子 变化的动态机制，并基于这些动态机制提出了相应的定价策略。分析了在完全竞争的团购市场中，相互竞争的团购 商家如何通过加速因子和商品供给量值来调整各自的定价策咯以达到自身的营销目标，实现团购网站的良性运营。 关键词:网络团购;价格机制;加速因子;定价策略 申固分类号:T凹93 文献标识码:A 文章编号: 1673-825X(2013 )03 ..0397 ..06 Research of optimal price model and strategies of group-buying NING Lianju , FENG Xin ,WAN Zhichao ( School of Economics and Management , Beijing University of Posts and Telecommunications , Beijing 10086 , P. R. China) Abstract: With the rapid development of online group-buying ,it has been an impo时ant problem that how to price in reason , which businessmen have to face to. Based on the research results of FPM mechanism and combining with the current status in domestic group-buying market ,this paper proposes the improved optimal pricing model on group-buying goods by analy- zing how the changes of acceleration factor and the supply quantity of group-buying goods these two key factors affect single seller s decision on optimal price. Besides ,it discusses in detail the rules that how the variations of acceleration factor in- fluence the variations of discount factor under differ