Agent Commission and Coordinated Pricing For Online Group-Buying Channel

摘要

Group-buying on the web is a new network selling mechanism which is developed and popular in decade. This paper constructs a online group-buying channel with sellers and agents to analyze price coordination. In Online group-buying channel, agents affect the sellers' group-buying price by commissions, and agents can get more revenue if they formulate the commission in accordance with the price sequence formulated by the sellers. The paper analyzes the problem of "double marginalization effect" when the agent and seller non-cooperative in online group-buying channel. The paper also analyzes the cooperative mechanism when cooperation cost is less than the channels total revenue increment.