网络团购厂商决策行为研究

发布时间：2018-01-28 01:56

本文关键词： 网络团购决策价格最低团购数量激励　出处：《南京航空航天大学》2016年博士论文　论文类型：学位论文

【摘要】：作为一种新兴的商业模式,网络团购能给企业带来巨大的影响。但是网络团购在中国尚处于起步阶段,以往关于网络团购的研究主要从团购网站的价格制定及信用安全、消费者团购影响因素等角度展开,将团购网站及消费者作为研究团购的主要因素,鲜少将团购厂商作为主要研究对象。本文从一个新的视角----团购厂商的角度出发,以灰色系统理论、博弈论、多属性决策、激励理论等多种理论为基础,在回顾以往文献的基础上,探讨电子商务环境下网络团购厂商的决策行为。本文研究的主要成果包括以下几个方面:(1)提出了厂商面对异质消费者时针对不同产品的最优销售策略选择。分析了厂商的个体销售策略与团购策略的优缺点,并将不同的策略进行了比较,然后将模型扩展到混合团购策略上,分析厂商不同产品的最优销售策略。(2)提出了厂商选择团购平台的方法。针对决策信息为区间灰数的不确定性多属性团购网站选择问题,提出了一种充分考虑区间灰数特征的基于核和灰度的区间灰数的决策模型,使得团购网站选择更为科学合理;考虑到指标的疏密差异性及评价信息的不均匀性,提出了对信息进行二次集结的决策方法,使得团购网站选择更为有效实用;考虑到团购厂商的心理行为,定义符合人们思维方式的欣喜-后悔值函数,提出了基于后悔理论的团购网站选择方法,该方法更符合团购厂商的实际行为。(3)研究了厂商团购最低数量的问题。研究策略消费者和短视消费者同时存在的市场中,厂商如何制定最优的最低团购数量以应对策略消费者的持币观望行为,分析了厂商团购的最低数量设定对厂商利润的影响,指出了厂商团购限量策略的适用范围。(4)研究了团购厂商的定价问题。将成本和团购时间作为主要影响因素时,分析了制造商和零售商分别主导的市场结构里,制造商不同决策顺序的影响,分析团购持续时间及厂商付给团购网站的成本如何影响供应商和零售商的价格和利润;将交易成本节约及消费者等待时间时作为影响因素时,分析垄断市场结构中,二者对厂商的影响,然后把模型推广到双寡头市场,并对不同的市场结构进行了比较。(5)应用委托代理理论,结合网络团购的特征,建立团购厂商为委托人、团购网站为代理人的博弈模型,给出了最优激励强度系数及其与各影响因素之间的关系。本文以团购厂商决策作为切入点,结合信息共享、策略消费者行为等相关领域的研究成果,紧扣网络团购的本质特征,系统地研究了团购厂商的决策行为,给出了网络团购研究的新方法。本文的方法为网络团购的研究提供了新途径或新思路,并具有进一步完善和应用的价值。本文的研究结果可以为团购厂商决策选择提供理论依据和政策建议。
[Abstract]:As a new business model, online group buying can bring great influence to enterprises, but it is still in its infancy in China. In the past, the research on online group-buying mainly started from the pricing and credit safety of group-buying websites, consumer group-buying influence factors and so on, taking the group-buying website and consumers as the main factors to study group-buying. This paper, from a new angle of view, is based on grey system theory, game theory, multi-attribute decision making, incentive theory and so on. Based on the review of previous literature. This paper discusses the decision-making behavior of online group buying firms under the environment of electronic commerce. The main results of this paper include the following aspects: 1). This paper puts forward the optimal sales strategy choice for different products when facing heterogeneous consumers, and analyzes the advantages and disadvantages of individual sales strategy and group purchase strategy. The different strategies are compared, and then the model is extended to the mixed group purchase strategy. This paper analyzes the optimal sales strategy of different products of manufacturers. (2) A method of selecting group purchase platform is put forward, aiming at the problem of selecting group purchase website with uncertainty and multiple attributes when the decision information is interval grey number. A decision model of interval grey number based on kernel and gray scale is proposed, which makes the selection of group-buying website more scientific and reasonable. Considering the difference of index density and the non-uniformity of evaluation information, this paper puts forward a decision method of secondary aggregation of information, which makes the selection of group purchase website more effective and practical. Taking into account the psychological behavior of group buying manufacturers and defining the elation-regret value function which accords with people's thinking mode, this paper puts forward a method of group purchase website selection based on regret theory. This method is more in line with the actual behavior of group buying firms. It studies the problem of the lowest quantity of group buying by manufacturers. It also studies the market in which both strategic consumers and short-sighted consumers exist at the same time. How to make the optimal minimum group purchase quantity to deal with the strategy consumer's behavior of holding money wait-and-see, this paper analyzes the influence of the minimum quantity setting of the manufacturer group purchase on the manufacturer's profit. This paper points out the applicable scope of the limited limit strategy of group purchase. (4) the pricing problem of group buying manufacturer is studied. The cost and the time of group purchase are taken as the main influencing factors. In the market structure dominated by manufacturer and retailer, the influence of different decision order of manufacturer is analyzed. Analyze how the duration of group purchase and the cost paid by the manufacturer to the group purchase website affect the prices and profits of suppliers and retailers; This paper analyzes the influence of transaction cost saving and consumer waiting time on the firms in the monopolistic market structure, and then extends the model to the duopoly market. Different market structures are compared. 5) applying the principal-agent theory and combining the characteristics of online group purchase, the game model of group buying manufacturer as client and group purchase website as agent is established. The optimal incentive intensity coefficient and the relationship between the optimal incentive intensity coefficient and the influencing factors are given. This paper takes the group buying firm decision as the starting point, combines the information sharing, the strategy consumer behavior and other related research results. Based on the essential characteristics of online group buying, this paper systematically studies the decision-making behavior of group buying firms, and gives a new method for the research of online group buying. The method of this paper provides a new way or new idea for the research of network group purchase. The results of this paper can provide theoretical basis and policy advice for group buying manufacturers.
【学位授予单位】：南京航空航天大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F724.6;F274

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