网络团购平台运营模式选择与销售决策研究

发布时间：2017-12-28 21:19

本文关键词：网络团购平台运营模式选择与销售决策研究　出处：《哈尔滨商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的快速发展,团购逐渐为人们所熟知,成为本地生活的消费方式之一,网络团购平台也随之兴起并迅速发展。通过对网络团购平台的产生和发展进行分析发现,网络团购平台进入我国至今经历了五个阶段,即市场的兴起阶段、飞速发展阶段、爆发阶段、白热化竞争阶段以及因深耕生活服务领域而导致市场规模翻倍的阶段。面对快速变化的市场环境和商业模式同质化严重等问题,如何健康发展是网络团购平台在积极探索的问题。在分析国内外团购及团购供应链研究现状的前提下,根据供应链协调理论、二层规划理论及竞争合作理论,展开对网络团购平台典型运营模式的分析。通过分析团购供应链各主体的特征及主体之间的关系,明确了收入水平低和投入成本高是目前网络团购平台存在的主要问题,分析了网络团购平台的问题主要是由团购市场竞争激烈、团购平台运营模式选择不当及其销售决策不科学等导致的。在此基础上,采用供应链协调与契约理论、二层规划理论,以盈利最大化为目标,构建网络团购平台运营模式的选择模型。通过Matlab仿真分析各参数对决策变量的影响,为网络团购平台选择运营模式的选择提供决策依据。研究发现,在考虑团购供应链整体利益时,网络团购平台应该选择代理模式。基于上述分析,进一步研究了网络团购平台的销售决策问题。为实现团购供应链的可持续发展,应用Hotelling模型,构建代理模式下网络团购平台的销售决策模型。运用竞争与合作理论,分析竞争性团购供应链下网络团购平台的定价与销售努力等销售决策问题。通过Matlab分析各参数对决策变量的影响,为网络团购平台的销售决策提供依据。研究发现,消费者对网络团购平台的感知价值、价格敏感程度、销售努力水平、单位选择性损失和网络团购平台佣金比例均在不同程度上影响网络团购平台的利润。因此,网络团购平台应注重品牌建设、关注消费者行为等,以此促进团购供应链整体的良性发展。
[Abstract]:With the rapid development of Internet technology, group buying is becoming more and more popular. It has become one of the consumption ways of local life. Online group buying platform has also sprung up and developed rapidly. According to the analysis of the emergence and development of network group purchase platform, network group purchase platform into China has undergone five stages, namely the rise of market stage, rapid development stage, the stage of the outbreak, the intense competition stage and because of deep plowing the field of life services to the market to double the size of the stage. In the face of fast changing market environment and business model and serious homogenization, how to develop healthy development is an active exploration of the network group purchase platform. Based on the analysis of the research status of group buying and group buying supply chain at home and abroad, based on the supply chain coordination theory, the two tier planning theory and the competition cooperation theory, the typical operation mode of online group buying platform is analyzed. The relationship between the characteristics and the main analysis of the main group purchase supply chain, the low level of income and high cost is the main problem of network group purchase platform are analyzed, the problems of network group purchase platform is mainly composed of a competitive, group purchase group purchase market operation mode and the improper choice of platform sales decisions as a result of science. On this basis, the supply chain coordination and contract theory, the two level programming theory, and the profit maximization are taken as the goal to construct the operation mode selection model of online group buying platform. The influence of the parameters on the decision variables is analyzed by Matlab simulation, and the decision basis is provided for the selection of the operation mode of the network group purchase platform. It is found that the network group purchase platform should choose the agent mode when considering the overall interests of the group purchase supply chain. Based on the above analysis, the sales decision problem of the network group purchase platform is further studied. In order to realize the sustainable development of the group purchase supply chain, the Hotelling model is applied to construct the sales decision model of the network group purchase platform under the agent model. Using the theory of competition and cooperation, the pricing and sales efforts of the network group purchase platform under the competitive group purchase supply chain are analyzed. The influence of the parameters on the decision variables is analyzed by Matlab, which provides the basis for the sales decision of the network group purchase platform. The study found that consumers' perceived value, price sensitivity, sales effort level, unit selective loss and proportion of online group buying platform to online group buying platform influence the profit of online group buying platform to varying degrees. Therefore, the network group purchase platform should pay attention to the brand construction and pay attention to the consumer behavior, in order to promote the healthy development of the whole group purchase supply chain.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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