Research On The Selection Of Operating Mode And Sales Decision For Group-buying On Web Platform

With the development of internet technology,Group-buying on web is gradually well known and becomes a kind of way to the local life consumption.Likewise,web platform of Group-buying also rises and develops rapidly.It was shown that Group-buying site has experienced the rise of the market,the development of the outbreak and intense competition,and the scale doubled through the deep plowing life service area now by the analysis of the rise and development of network Group-buying platform.For rapid changes in the market environment and business model homogeneity and other issues,we explore the problem how healthy development for Group-buying on web platform.Under the premise of research on Group-buying and supply chain at home and abroad,the typical operation mode of the Group-buying on web platform was analyzed based on supply chain coordination and contract theory,two-tier planning theory and competition cooperation theory.By analyzing the main characteristics of the supply chain and the relationship between the main participants in supply chain,we point out that the low level of income and high input costs is the main problem of the Group-buying on web platform.This is mainly due to fierce competition in the Group buy market,inappropriate business model and unscientific sales decision of Group-buying on web platform and so on.With the objective of maximizing profit,we build operating mode selection model for the Group-buying on web platform apply supply chain coordination contract theory and two-tier planning theory,and conduct the analysis of platform and supply chain overall profits in the self and agent modes,respectively.The influence of each parameter on the decision variables is analyzed by matlab simulation,which provides decision support for Group-buying on web platform to select the operating mode.The study shows that the web platform of Group-buying should choose the agency model under the consideration of the overall interests of the supply chain.To achieve the sustainable development of the Group-buying's supply chain,we build a sales decision model for platform in agent mode using Hotelling model,and conduct the analysis of joint pricing and sales effort decision problem in competitive supply chain by using competition and cooperation theory.By conducting the analysis of the influence of each parameter on the decision variables by matlab,we provide the support for the sales decision of the Group-buying on web platform.The research shows that the customer's perceived value of the Group-buying platform,price sensitivity degree,sales effort level,unit selected loss and commission rate can affect the profit of the platform to varying degree.Hence,the plat form should pay attention to the brand reconstruction and customer's behaviors,and so on,it will promote the benign development of group-buying supply chain.