| In the context of "new retail",due to the promotion of COVID-19,community e-commerce platform operation modes,such as Meituan Preferred and Orange Preferred,have emerged,centering on real communities and relying on wechat groups,mini-programs and other social software.Based on this,many Internet companies started to do community electric business platform for business transformation,and the enterprise background,the main business of these Internet companies,such as drainage channels,customer word of mouth,its social influence on consumers is different,the electricity industry blindly into the community,not only from a slice,could also face losses and the risk of bankruptcy.Therefore,based on the social impact theory,this paper studies the operation mode selection of competitive e-commerce platforms with different degrees of social impact,and further studies the pricing strategy of competitive community e-commerce platforms.First of all,this paper studies the operation mode selection of competitive e-commerce platforms under the existence of social influence differences.On the basis of Hotelling model,four strategy combination models are established in which both platforms adopt community e-commerce model,only one platform chooses community e-commerce model,and both platforms adopt traditional e-commerce model,and the optimal pricing,operation effort and profit of the two competitive platforms are solved under each strategy combination.The results show that the difference in social impact is small,and both platforms choose the traditional e-commerce model as Nash equilibrium.When there is a large difference in social impact,both platforms choose the community e-commerce model as Nash equilibrium.When the social impact difference between the two platforms is moderate,there is no pure strategy equilibrium.In addition,the community e-commerce model will bring higher profits to the platform.The e-commerce platform with the advantage of social influence is more inclined to choose the community e-commerce model for operation.However,disadvantaged platforms should not follow blindly.They need to reasonably evaluate their own conditions and the social impact gap with their competitors before deciding their operation mode.Then,when both competitive platforms operate in the community e-commerce mode,there are differences in social influence between the two platforms.Under the premise of considering consumers’ fair preference,the two-stage pricing strategy of the two platforms in competition is explored.Four strategy combination models,in which both platforms choose discriminatory pricing,only one platform chooses discriminatory pricing,and both platforms choose uniform pricing,are established to solve the optimal pricing and profit of the two platforms in two periods under each strategy combination.The results show that under the condition of low fairness preference,both platforms choose the discriminatory pricing strategy or the uniform pricing strategy as Nash equilibrium,and the platform with inferior social impact is more inclined to choose the discriminatory pricing to compete in the market.When consumers’ preference for fairness is large,both platforms choose uniform pricing as pure strategic equilibrium,which will not form malicious price competition and can maintain a good market competition environment.In addition,the difference in social influence does not affect the platform pricing strategy.Finally,this paper verifies the correctness and sensitivity of the above conclusions through arithmetic analysis and sensitivity analysis.It also provides operational solutions for model selection and pricing strategies for Internet platform companies that are ready to transform to join the community e-commerce industry and platforms that are already in the community e-commerce industry,and provides operational ideas for platform managers to explore the path of platform development.It is recommended that e-commerce platforms whose social influence is at a disadvantage should focus on improving their own consumer reputation,enhancing customer stickiness,brand awareness and other social influence factors before entering the competitive community e-commerce market. |
