摘要：
In this paper, the commission pricing strategy of the network group-buying platform and retailers' pricing strategy are studied. Firstly, based on the linear demand model, we describe the change of the consumer groups and the retailer's demand function after the introduction of the group-buying mode. Then, according to the pricing order of the network platform providers and retailers, pricing strategy is determined, and the effect of a series of parameters on the retailers' optimal price is studied. Finally, the paper studies the appropriate advertising investment and the impact on the profit of the retailer with the introduction of advertising sales promotion when the commission price is under certain circumstances. The results show that after retailers introducing group-buying mode, a part of consumers with the original traditional model will continue to use the traditional shopping mode, and the rest will change into the consumers with group-buying mode. Moreover, the introduction of group-buying mode will inspire some of the potential consumers to buy. Within a certain range, the promotion of the commission prices will affect the retailer's pricing strategy in different degree, and this effect has both positive influence and negative effect. Meanwhile, the retailers choosing advertising promotion strategy can raise their profitability.%文章研究了网络团购平台商的佣金定价和零售商定价问题.首先基于线性需求模型,刻画了零售商在引入团购模式后,消费者群体的变化和零售商需求函数的变化;然后,根据网络平台商和零售商定价的前后顺序,确定各自的定价策略,并研究了佣金价格等参数对零售商最优团购定价的影响;最后,研究了在佣金价格一定的情形下,零售商最优广告投入量和引入广告促销对其利润的影响.研究结果表明,零售商在引入团购模式后,原有传统模式消费者会有一部分继续选择传统的购物模式,而剩下的一部分会转变成团购模式下的消费者,并且,团购模式的引入,会激发一些潜在消费者参与团购.在一定范围内,佣金价格的提升会以不同程度影响着零售商的定价策略,这种影响既有正向的,也有反向的;同时,零售商选择广告促销策略,可以提升自身的盈利水平.
