基于网络外部性的社区团购供应链营销策略研究

doi:10.16381/j.cnki.issn1003-207x.2021.1420

Abstract

Abstract:

The network externalities and marketing strategies of the community group buying supply chain are studied. Based on the network externalities of community group buying products and the different entities responsible for marketing efforts， six marketing decision models are constructed to explore the effects of network externalities and effort levels on product demand， pricing， and platform and team leader returns. The optimal marketing strategy selection problem for the platform and team leader under six marketing methods is analyzed. It is found that：（1） Under different marketing methods， network externalities are positively correlated with product demand， pricing， and profits of platforms and team leaders within a certain range. Beyond a certain range， team leaders or platforms may engage in free riding behavior. （2） In the absence of network externalities， when the marketing efforts of the platform are low， the profits of the platform and the team leader are highest when the team leader separately markets. When the marketing efforts of the platform are high， the revenue of the platform and team leader is highest when the platform is separately marketed. （3） When there is network externality， when the platform's marketing efforts are low， the platform's revenue is highest when the team leader is marketing alone， and the team leader's revenue is higher when the platform and team leader are marketing simultaneously. When the marketing efforts of the platform are high， the revenue of the platform and team leader is highest when the platform is separately marketed.The impact of network externalities on the selection of community group buying platforms and marketing efforts by group leaders in the community group buying supply chain is studied. Based on the different entities that bear marketing costs， different marketing decision-making models without and with network externalities are constructed， and the optimal marketing strategies under different marketing efforts are analyzed； And combined with numerical analysis， the relationship between different decision models is compared， and corresponding management insights are provided. It is found that：（1） under the independent marketing approach of the platform， network externalities are positively correlated with the platform's marketing efforts， platform pricing， product demand， and the revenue of the platform and team leaders within a certain range. Beyond this range， team leaders may engage in free riding behavior. （2） In the case of individual marketing by team leaders， network externalities are positively correlated with marketing efforts， platform pricing， product demand， and the revenue of both the platform and team leaders within a certain range. Beyond this range， the platform may engage in free riding behavior. （3） In the case of simultaneous marketing by team leaders and platforms， network externalities are positively correlated with their marketing efforts， platform pricing， and product demand. However， network externalities are positively correlated with the platform and team leader's revenue within a certain range. Beyond a certain range， the platform or team leader may engage in free riding behavior. （4） The choice of platform and team leader marketing models depends on the level of marketing efforts of both when there is or is no network externality.For the platform， the team leader is closest to consumers and has more advantages in marketing. The platform can take appropriate incentive measures to increase product sales and obtain higher profits. Secondly， it makes reasonable use of the network externalities of community group buying products， establishes reasonable sales prices， and effectively reduces problems such as low price dumping and vicious competition on community group buying platforms in this study. For team leaders， they should make reasonable use of their own advantages for marketing efforts， not just rely on community group buying platforms， but take the initiative to obtain higher profits and achieve mutual benefit and win-win between community group buying platforms and team leaders.

Key words: community group buying, marketing effort, network externality, marketing strategy

CLC Number:

F274

Qiuxiang Li,Jing Zhang,Yimin Huang,Ershi Qi. Research on the Marketing Strategy of Community Group Buying Supply Chain Based on Network Externality[J]. Chinese Journal of Management Science, 2024, 32(2): 75-86.

Figures/Tables 12

符号	含义描述
$a$	市场的潜在需求
$p$	产品的价格
$Q$	产品的需求量
$β 1 / β 2$	平台的营销努力系数/团长的营销努力系数
$e 1 / e 2$	平台的营销努力水平/团长的营销努力水平
$π R / π r$	平台的利润/团长的利润
$k$	产品的网络外部性系数
$c$	运营成本

	平台营销（Y1）	团长营销（Y2）	平台和团长营销（Y3）
$p 0 *$	$a 2 - 1 - α β 1 2$	$a 2 ? 1 - α ? β 2 2 ?$	$a 2 - 1 - α β 1 2 - α ? β 2 2$
$e 1 *$	$a ? β 1 1 - α 2 - ? 1 - α β 1 2$	—	$a ? 1 - α β 1 2 - 1 - α β 1 2 - α ? β 2 2$
$e 2 *$	—	$a ? α β 2 2 ? 1 - α ? β 2 2$	$a ? α β 2 2 - 1 - α β 1 2 - α ? β 2 2$
$Q *$	$a 2 - ? 1 - α β 1 2$	$a 2$	$a 2 - 1 - α β 1 2 - α ? β 2 2$
$π R *$	$a 2 ? 1 - α 2 ? 2 - ? 1 - α β 1 2$	$a 2 ? 1 - α 4 ? 1 - α ? β 2 2$	$a 2 ? 1 - α 2 - 1 - α β 1 2 2 ? 2 - 1 - α β 1 2 - α ? β 2 2 2$
$π r *$	$a 2 ? α 2 - ? 1 - α β 1 2 2$	$a 2 α ? 2 - 3 ? α ? β 2 2 8 ? 1 - α ? β 2 2 2$	$a 2 ? α ? 2 - α ? β 2 2 2 ? 2 - 1 - α β 1 2 - α ? β 2 2 2$

参数	平台营销（N1）	团长营销（N2）	平台和团长营销（N3）
$p 0 *$	$a ? 1 - k 2 ? 1 - k - 1 - α β 1 2$	$a 1 - k 2 ? 1 - k - α ? β 2 2 ?$	$a ? 1 - k 2 1 - k - 1 - α β 1 2 - α ? β 2 2$
$e 1 *$	$a ? β 1 1 - α 2 ? 1 - k - 1 - α β 1 2$	—	$a ? β 1 1 - α 2 1 - k - 1 - α β 1 2 - α ? β 2 2$
$e 2 *$	—	$a ? α β 2 2 ? 1 - k - α ? β 2 2$	$a ? α β 2 2 1 - k - 1 - α β 1 2 - α ? β 2 2$
$Q *$	$a 2 ? 1 - k - 1 - α β 1 2$	$a 2 ? 1 - k$	$a 2 1 - k - 1 - α β 1 2 - α ? β 2 2$
$π R *$	$a 2 ? 1 - α 2 2 ? 1 - k - 1 - α β 1 2$	$a 2 ? 1 - α 4 ? 1 - k - α ? β 2 2$	$a 2 ? 1 - α 2 ? 1 - k - 1 - α β 1 2 2 ? 2 1 - k - 1 - α β 1 2 - α ? β 2 2 2$
$π r *$	$a 2 ? α 1 - k 2 ? 1 - k - 1 - α β 1 2 2$	$a 2 ? α 2 1 - k - 3 ? α ? β 2 2 8 ? 1 - k - α ? β 2 2 2$	$a 2 α ? 2 1 - k - ? α ? β 2 2 2 ? 2 1 - k - 1 - α β 1 2 - α ? β 2 2 2$

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Research on the Marketing Strategy of Community Group Buying Supply Chain Based on Network Externality

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Figures/Tables 12

References 28

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