Research On Decision-making Behavior Of Online Group-buying Manufacturers

As an emerging business model,online group-buying could have huge influence on enterprises.But online group-buying is still at its beginning stage in China,the previous research about them is mainly around the price,the credit security and the influence factors of consumers to participate in group-buying.The research mainly focuses on online group-buying website and consumers,few of them study the group-buying manufacturers.In this paper,from a new perspective?the online group-buying manufacturers,based on many theories of grey system theory,game theory,the multiple attribute decision making and incentive theory,the decision-making behaviors of online group-buying manufacturers are studied after reviewing the previous literatures.The main achievements include the following respects.(1)The manufacturers' optimal selection of sales model for different products is proposed when facing heterogeneous consumers.The advantages and disadvantages of individual selling strategies and group-buying strategy are analyzed and compared.The model is extended to hybrid group strategy to analysize the optimal sales model of the manufacturers for different products.(2)The uncertain multiple attribute decision making methods of choosing group-buying website by the group-buying manufacturers are proposed.In view of the multi-objective selections problem of online group-buying website that the decision-making information is interval grey numbers,fully considering the characteristics of the interval grey numbers,an uncertain multi-objective decision making method based on the kernel and the degree of greyness of grey numbers is proposed,which makes the selection of online group-buying website more scientific and reasonable.Considering the density difference of the index and the inhomogeneity of the assessment information,a grey target decision method based on the ring density weighted operator is proposed.It is double gathering of information and makes the selection of online group-buying website more effective and practical.When considering the manufacturers regret psychological behavior is proposed,the rejoice and regret value functions that accord with people's thinking are defined,and the grey target decision model is provided,which is more suited the actual decision group-buying manufacturers.(3)The minimum group-buying quantity of the manufacturer is researched.How the manufacturers set the optimal minimum quantity of group-buying to deal with consumers' behavior of staying on the sidelines in a market containing both strategic and myopic consumers is studied.The impact on manufacturers' profit when the group-buying manufacturer set the minimum group-buyingquantity is analyzed,and the applicable scope of the limited strategy is pointed out.(4)The pricing strategy of the manufacturer is studied.Using the cost and group-buying time as the main influence factors,the influence of the different decision making order of the manufacturer in manufacturer dominance scenarios and retailer dominance scenarios is studied.How the duration time of the group-buying and the cost payed to the group-buying website by the manufacturer affect the prices and the profits of the manufacturers and the retailers.Using the transaction cost saving of the group-buying channel,compared with the individual channel,and the consumer waiting time as the main influence factors,the influence of the both on manufacturers in monopoly market is studied.The model is extended to duopoly market,and the different market structures are compared.(5)A two-stage supply chain game model with a supplier as client and a website as agent is set up based on the Principal-agent Theory combining with the characteristics of the online group-buying.The optimal incentive intensity coefficient of the suppliers to the group-buying website is obtained.Using the decision making of the group-buying manufacturers as a breakthrough point,combined with the research results of the related areas of information sharing and the behavior of strategy consumers,closely related to the essential characteristics of online group-buying,the decision-making behavior of the group-buying manufacturers are systematically studied and the new approaches to study online group-buying are given.The research of this paper provides a new way or a new ideas for the research of the online group-buying and have further perfect and application value.The results can be used as a theoretical basis and policy suggestions for the selection of the decision making of the group-buying manufacturers.