本文關鍵詞：網(wǎng)絡團購平臺運營模式選擇與銷售決策研究　出處：《哈爾濱商業(yè)大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 團購 運營模式 銷售決策 供應鏈協(xié)調 Hotelling模型

【摘要】：隨著互聯(lián)網(wǎng)技術的快速發(fā)展,團購逐漸為人們所熟知,成為本地生活的消費方式之一,網(wǎng)絡團購平臺也隨之興起并迅速發(fā)展。通過對網(wǎng)絡團購平臺的產生和發(fā)展進行分析發(fā)現(xiàn),網(wǎng)絡團購平臺進入我國至今經(jīng)歷了五個階段,即市場的興起階段、飛速發(fā)展階段、爆發(fā)階段、白熱化競爭階段以及因深耕生活服務領域而導致市場規(guī)模翻倍的階段。面對快速變化的市場環(huán)境和商業(yè)模式同質化嚴重等問題,如何健康發(fā)展是網(wǎng)絡團購平臺在積極探索的問題。在分析國內外團購及團購供應鏈研究現(xiàn)狀的前提下,根據(jù)供應鏈協(xié)調理論、二層規(guī)劃理論及競爭合作理論,展開對網(wǎng)絡團購平臺典型運營模式的分析。通過分析團購供應鏈各主體的特征及主體之間的關系,明確了收入水平低和投入成本高是目前網(wǎng)絡團購平臺存在的主要問題,分析了網(wǎng)絡團購平臺的問題主要是由團購市場競爭激烈、團購平臺運營模式選擇不當及其銷售決策不科學等導致的。在此基礎上,采用供應鏈協(xié)調與契約理論、二層規(guī)劃理論,以盈利最大化為目標,構建網(wǎng)絡團購平臺運營模式的選擇模型。通過Matlab仿真分析各參數(shù)對決策變量的影響,為網(wǎng)絡團購平臺選擇運營模式的選擇提供決策依據(jù)。研究發(fā)現(xiàn),在考慮團購供應鏈整體利益時,網(wǎng)絡團購平臺應該選擇代理模式�；谏鲜龇治�,進一步研究了網(wǎng)絡團購平臺的銷售決策問題。為實現(xiàn)團購供應鏈的可持續(xù)發(fā)展,應用Hotelling模型,構建代理模式下網(wǎng)絡團購平臺的銷售決策模型。運用競爭與合作理論,分析競爭性團購供應鏈下網(wǎng)絡團購平臺的定價與銷售努力等銷售決策問題。通過Matlab分析各參數(shù)對決策變量的影響,為網(wǎng)絡團購平臺的銷售決策提供依據(jù)。研究發(fā)現(xiàn),消費者對網(wǎng)絡團購平臺的感知價值、價格敏感程度、銷售努力水平、單位選擇性損失和網(wǎng)絡團購平臺傭金比例均在不同程度上影響網(wǎng)絡團購平臺的利潤。因此,網(wǎng)絡團購平臺應注重品牌建設、關注消費者行為等,以此促進團購供應鏈整體的良性發(fā)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.
【學位授予單位】：哈爾濱商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274

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