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《山东大学学报(理学版)》 ›› 2025, Vol. 60 ›› Issue (9): 99-109.doi: 10.6040/j.issn.1671-9352.0.2023.557

• • 上一篇    

考虑消费者时间敏感度差异的零售商与社区团购平台合作策略

高伟,倪冠群*   

  1. 山东理工大学管理学院, 山东 淄博 255000
  • 发布日期:2025-09-10
  • 通讯作者: 倪冠群(1982— ),男,教授,博士,研究方向为运营管理. E-mail:guanqunni@163.com
  • 作者简介:高伟(1999— ),男,硕士研究生,研究方向为物流与供应链管理. E-mail:1814635403@qq.com*通信作者:倪冠群(1982— ),男,教授,博士,研究方向为运营管理. E-mail:guanqunni@163.com
  • 基金资助:
    山东省社科规划一般项目(23CGLJ33);山东省泰山学者工程专项经费资助项目(tsqn202306195)

Cooperation strategy between retailers and community group buying platforms considering the time sensitive differences of consumers

GAO Wei, NI Guanqun*   

  1. School of Management, Shandong University of Technology, Zibo 255000, Shandong, China
  • Published:2025-09-10

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摘要： 考虑消费者时间敏感度差异的特性,构建了零售商只现售(不与平台合作)和同时进行现售预售(与平台合作)2种情形下的Stackelberg 博弈模型,分析了不同情形下的零售商对现货产品的最优定价以及订货策略,并针对同时进行现售预售情形,引入预售门店自提带来的引流效应,给出了社区团购平台的最优折扣系数、最优预售周期以及团长的最优佣金。研究发现:零售商与社区团购平台合作后,现货产品的最优定价会增加,消费者对现货产品的时间敏感度上限降低;只有当预售的引流率以及消费者对预售产品的预期估值较高时,零售商与平台才有合作的可能,且合作后现货产品的需求量降低,有助于减少实体零售商订货风险,降低库存成本。

关键词: 社区团购, Stackelberg 博弈, 预售周期

Abstract: Considering the characteristics of consumer time sensitivity differences, a Stackelberg game model was constructed for two scenarios: retailers only selling on the spot(not cooperating with the platform)and retailers simultaneously selling on the spot(cooperating with the platform). The optimal pricing and ordering strategies of retailers for spot products under different scenarios were analyzed. For the scenario of simultaneous selling on the spot, the drainage effect brought by self pickup of pre-sale stores was introduced, and the optimal discount coefficient, optimal pre-sale cycle, and optimal commission of group leaders for community group buying platforms were given. Research has found that after retailers cooperate with community group buying platforms, the optimal pricing of spot products increases, and the upper limit of consumer time sensitivity to spot products decreases; Only when the pre-sale traffic rate and consumer expectations for pre-sale products are high, can retailers and platforms have the possibility of cooperation. After cooperation, the demand for spot products decreases, which helps to reduce the ordering risk of physical retailers and lower inventory costs.

Key words: community group buying, Stackelberg game, pre-sale cycle

中图分类号: 

  • F273
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