考虑线下渠道时销售商在团购网站上的最优销售策略研究

发布时间：2019-01-02 15:30

【摘要】：基于团购网站和销售商的典型合作模式,考虑了团购网站和线下市场的相互影响,用非线性优化理论为基础以销售商制定团购上限和团购项目定价为决策变量,考虑团购价格和最低团购数量的约束条件,建立模型优化,求解出销售商推出团购项目的最优策略。考虑到团购网站下限和团购网站销售成本以及网上销售的广告效用,分析了销售商是否应该制定团购上限,如何结合团购项目定价制定团购上限。探讨了在线低价限量销售的优势,以及顾客转移购买率和团购下限对销售商策略选择的影响。通过和单一线下渠道的最优销售策略相比较,得出销售商推出团购项目的前提条件。同时为团购网站运营商如何引导销售商推出低价团购项目提供了管理启示。
[Abstract]:Based on the typical cooperation mode between group purchase website and seller, the interaction between group purchase website and offline market is considered. Based on the nonlinear optimization theory, the decision variables of group purchase ceiling and group purchase item pricing are established by vendors. Considering the constraints of group purchase price and minimum group purchase quantity, a model optimization is established to solve the optimal strategy of group purchase project. Considering the lower limit of group purchase website, the sales cost of group purchase website and the advertising utility of online sales, this paper analyzes whether the seller should establish the group purchase upper limit and how to make the group purchase upper limit in combination with the group purchase project pricing. This paper discusses the advantages of online low price and limited sales, and the influence of customer transfer purchase rate and group purchase lower limit on seller strategy selection. By comparing with the optimal sales strategy of a single offline channel, the prerequisite for the vendors to launch group purchase projects is obtained. At the same time, it provides management inspiration for group buying website operators how to guide vendors to launch low-price group buying projects.
【作者单位】：华中科技大学管理学院;
【基金】：国家自然科学基金项目(71371078,70971047,71320107001) 教育部博士点基金项目(20110142110066)
【分类号】：F274

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