网络团购代理商佣金收益优化决策研究
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摘要
网络团购代理商是网络团购渠道中的重要组织,其既承担了构建网络团购平台并接受卖方委托组织网络团购销售活动管理的任务,又为追求更多的收益而采用多种促销手段并投入相应成本。近年来,网络团购代理商数量急剧增长,交易规模也逐年扩大,但相应的,网络团购市场的竞争加剧使得代理商面临巨大的经营风险。对网络团购代理商而言,制订科学的佣金决策与有效运用营销手段在市场竞争中至关重要。网络团购定价机制是代理商在网络团购渠道中应用的特定定价机制,目前学界的研究主要集中于网络团购定价机制及团购消费者购买行为研究,缺少对网络团购渠道中代理商决策行为的系统研究。因此,论文基于网络团购渠道中代理商决策行为的现实,通过对代理商决策行为的界定,探讨了不确定需求条件下代理商在网络团购渠道中的佣金收益优化问题,同时结合渠道中各方博弈关系与网络团购定价机制特点分析了代理商佣金收益优化策略对网络团购定价及各方收益的影响。论文主要内容如下：
1、对国内外学者关于网络团购的研究文献进行了广泛的查阅与梳理,重点介绍了研究网络团购定价机制的两种视角,即拍卖视角与数量折扣视角。通过认识与学习以往文献对网络团购定价机制研究的角度、内容、方法,确定了本文的主要研究视角与研究方法。同时通过对网络团购基本特征与渠道定价、促销等文献梳理,明确了论文主要研究内容的解决思路。
2、在已有文献基础上,重构了不确定市场需求条件下的网络团购的定价基本模型,应用最优化方法证明了在两种不确定需求交叉分布情形下,网络团购定价机制占优于固定价格机制,从而为代理商佣金收取策略的研究构建了基础假设条件。此外,为分析代理商运用促销手段优化佣金收益的决策问题,还分析了需求弹性综合效应条件下网络团购定价机制的占优条件,并构建了相应的网络团购定价模型。
3、应用斯坦克尔伯格博弈模型分析了网络团购渠道中卖方与代理商在非合作定价关系下定价与佣金策略,并探究了代理商佣金策略对渠道定价与各方收益的影响。研究表明当代理商采用单位变动佣金策略时的收益高于单位固定佣金策略,但却使得卖方及渠道总收益相应降低,这说明在非合作定价条件下代理商在寻求自身收益优化的同时增加了渠道中的双重边际效应。为此,本文提出了网络团购渠道中代理商与卖方的合作条件,并指出当合作条件成立时代理商可采用的两种合作定价的方案,同时探讨了这些方案实施所带来的渠道增益及增益分配方式。
4、探讨了代理商应用促销手段优化佣金收益的决策内容。在界定代理商广告、购买奖励与推荐奖励三种促销手段的基础上,分别分析了这几种促销手段对代理商佣金收益优化的影响。首先,通过探讨广告合作对网络团购定价与代理商佣金收益的影响,给出了代理商进行广告投入并优化佣金收益的策略。其次,通过对代理商购买奖励的分析,给出了代理商实施购买奖励优化佣金的策略,指出代理商按网络团购序列价格支付奖励成本可取得更多收益。同时,还指出购买奖励实质是对渠道定价的修正。当各方合作定价成本过高时,代理商单一采用购买奖励也可取得佣金收益优化的效果。第三,在进一步假设网络团购买方行为的基础上,给出了代理商应用推荐奖励优化佣金的策略,结果同样表明代理商根据网络团购序列价格制订推荐奖励计划能起到更好的佣金收益优化效果。最后,通过仿真对两种销售促进手段的佣金收益优化效果进行了比较,从而验证了佣金收益优化策略的相关定理。
论文的研究工作基于国内外大量有关网络团购及渠道关系研究的文献,虽仍存在一定的局限性,但也取得了一些创新性的成果,论文的创新点主要表现在：
1、通过放宽已有文献的研究假设,重构了网络团购定价机制占优于固定价格机制的需求条件,将已有文献的单一需求价格条件推广到综合需求效应条件,从而揭示了需求参数、不确定性条件变化与促销因素对网络团购定价及机制收益的影响。
2、通过对渠道组织间竞争与合作博弈关系分析,结合网络团购定价的最优化方法与斯坦克尔伯格博弈模型给出了代理商收取佣金的最优策略,并通过分析代理商的不同佣金策略与网络团购定价及渠道各方收益之间的关系,揭示了在非合作定价条件下,代理商寻求最优收益使得渠道总收益进一步降低,并因此探讨了相应的合作定价方案。
3、对代理商应用促销手段优化佣金收益的决策行为进行了界定,分别探讨了网络团购中常见的广告促销、购买奖励与推荐奖励计划三类促销手段,给出了代理商应用不同促销手段并投入相应促销成本的条件下的佣金收益优化策略,分析了代理商不同促销手段对网络团购定价及渠道各方收益的影响,并通过收益比较提出了不同销售促进手段的应用条件。
Agent is an important channel organization in group-buying online. In recent years, agents face a huge business risk for intensified market competition of group-buying online. In academia, since the group-buying online is a relatively new research topic, the study focus on pricing mechanism and consumer behavior, therefore still lacks a systematic investigation into the agent decision-making in group-buying online channel. This paper paid close attention to the facts of Agent behaviors, based on the analysis of pricing mechanism of group-buying online to study the decision and optimization for agent commission, and demonstrated the agent's decision-making influence to pricing and incomes by game analysis between channel parties. The main research work and results are the following:
1. Organized the existing researches of domestic and foreign scholars on group-buying online, mainly analyzed two types of research perspective for pricing mechanism of group-buying online. By learned and organized existing research on the group-buying online on the point of view, content, methods and insufficient, selected the view of this paper and the research methods, and figured out the solution of main research content.
2. Based on the existing researches, rebuild the pricing model of group-buying online under two intersecting uncertain demands, and proved that pricing mechanism of group-buying online dominated the posted-price mechanism in this model by optimization method, and established assumptions to study Agency commission strategy. In addition, proved the dominance of pricing mechanism of group-buying online under the comprehensive effect of elasticity demand, laid the foundation for agency commission optimization.
3. Analyzed the agent's commission strategy and the seller's pricing strategy in a competitive relationship by Stackelberg Model, and explored the impact of agent's commission strategy to channel pricing and income. Study shown that agent could gain more income applied the floating commission strategy than posted commission strategy, but the floating commission also reduced seller's income and channel gross income. Because the floating commission strategy aggravated double marginalization, this paper put forward several channel cooperation schemes and discussed the increased income and income allocation by the implementation of this cooperation schemes.
4. Defined the three types of promotional behavior of agents and. Firstly, analyzed advertising cost impact on the channel parties' income under cooperative advertising, thus proposed the strategy to make up for advertising cost and income allocation. Secondly, put forward the purchaseing rebate strategy of agent and pointed out that the essesence of purchaseing rebate was a kind of channel pricing correction. Lastly, under the further assumption of customer behaviors, proposed the customer referral strategy of agent.
This paper referenced many literatures and research. Except for some limitation, it has several innovations as follows:
1. The research on Dominant condition between mechanism of group-buying online and posted-price mechanism gave broader assumptions and revealed the mechanism income impact of the demand parameter uncertainty conditions.
2. Through the study of game relationship of channel parties, derived the optimal commission strategy of agent and revealed the relationship between the agency commission with pricing and income relationship.
3. Defined three promotions to optimize commission for agent, proposed the promotion and commission strategy when agent applied different promotions, analyzed the impact of different promotion and commission optimization strategy to pricing and income of the seller and agent in channel.
1、对国内外学者关于网络团购的研究文献进行了广泛的查阅与梳理,重点介绍了研究网络团购定价机制的两种视角,即拍卖视角与数量折扣视角。通过认识与学习以往文献对网络团购定价机制研究的角度、内容、方法,确定了本文的主要研究视角与研究方法。同时通过对网络团购基本特征与渠道定价、促销等文献梳理,明确了论文主要研究内容的解决思路。
2、在已有文献基础上,重构了不确定市场需求条件下的网络团购的定价基本模型,应用最优化方法证明了在两种不确定需求交叉分布情形下,网络团购定价机制占优于固定价格机制,从而为代理商佣金收取策略的研究构建了基础假设条件。此外,为分析代理商运用促销手段优化佣金收益的决策问题,还分析了需求弹性综合效应条件下网络团购定价机制的占优条件,并构建了相应的网络团购定价模型。
3、应用斯坦克尔伯格博弈模型分析了网络团购渠道中卖方与代理商在非合作定价关系下定价与佣金策略,并探究了代理商佣金策略对渠道定价与各方收益的影响。研究表明当代理商采用单位变动佣金策略时的收益高于单位固定佣金策略,但却使得卖方及渠道总收益相应降低,这说明在非合作定价条件下代理商在寻求自身收益优化的同时增加了渠道中的双重边际效应。为此,本文提出了网络团购渠道中代理商与卖方的合作条件,并指出当合作条件成立时代理商可采用的两种合作定价的方案,同时探讨了这些方案实施所带来的渠道增益及增益分配方式。
4、探讨了代理商应用促销手段优化佣金收益的决策内容。在界定代理商广告、购买奖励与推荐奖励三种促销手段的基础上,分别分析了这几种促销手段对代理商佣金收益优化的影响。首先,通过探讨广告合作对网络团购定价与代理商佣金收益的影响,给出了代理商进行广告投入并优化佣金收益的策略。其次,通过对代理商购买奖励的分析,给出了代理商实施购买奖励优化佣金的策略,指出代理商按网络团购序列价格支付奖励成本可取得更多收益。同时,还指出购买奖励实质是对渠道定价的修正。当各方合作定价成本过高时,代理商单一采用购买奖励也可取得佣金收益优化的效果。第三,在进一步假设网络团购买方行为的基础上,给出了代理商应用推荐奖励优化佣金的策略,结果同样表明代理商根据网络团购序列价格制订推荐奖励计划能起到更好的佣金收益优化效果。最后,通过仿真对两种销售促进手段的佣金收益优化效果进行了比较,从而验证了佣金收益优化策略的相关定理。
论文的研究工作基于国内外大量有关网络团购及渠道关系研究的文献,虽仍存在一定的局限性,但也取得了一些创新性的成果,论文的创新点主要表现在：
1、通过放宽已有文献的研究假设,重构了网络团购定价机制占优于固定价格机制的需求条件,将已有文献的单一需求价格条件推广到综合需求效应条件,从而揭示了需求参数、不确定性条件变化与促销因素对网络团购定价及机制收益的影响。
2、通过对渠道组织间竞争与合作博弈关系分析,结合网络团购定价的最优化方法与斯坦克尔伯格博弈模型给出了代理商收取佣金的最优策略,并通过分析代理商的不同佣金策略与网络团购定价及渠道各方收益之间的关系,揭示了在非合作定价条件下,代理商寻求最优收益使得渠道总收益进一步降低,并因此探讨了相应的合作定价方案。
3、对代理商应用促销手段优化佣金收益的决策行为进行了界定,分别探讨了网络团购中常见的广告促销、购买奖励与推荐奖励计划三类促销手段,给出了代理商应用不同促销手段并投入相应促销成本的条件下的佣金收益优化策略,分析了代理商不同促销手段对网络团购定价及渠道各方收益的影响,并通过收益比较提出了不同销售促进手段的应用条件。
Agent is an important channel organization in group-buying online. In recent years, agents face a huge business risk for intensified market competition of group-buying online. In academia, since the group-buying online is a relatively new research topic, the study focus on pricing mechanism and consumer behavior, therefore still lacks a systematic investigation into the agent decision-making in group-buying online channel. This paper paid close attention to the facts of Agent behaviors, based on the analysis of pricing mechanism of group-buying online to study the decision and optimization for agent commission, and demonstrated the agent's decision-making influence to pricing and incomes by game analysis between channel parties. The main research work and results are the following:
1. Organized the existing researches of domestic and foreign scholars on group-buying online, mainly analyzed two types of research perspective for pricing mechanism of group-buying online. By learned and organized existing research on the group-buying online on the point of view, content, methods and insufficient, selected the view of this paper and the research methods, and figured out the solution of main research content.
2. Based on the existing researches, rebuild the pricing model of group-buying online under two intersecting uncertain demands, and proved that pricing mechanism of group-buying online dominated the posted-price mechanism in this model by optimization method, and established assumptions to study Agency commission strategy. In addition, proved the dominance of pricing mechanism of group-buying online under the comprehensive effect of elasticity demand, laid the foundation for agency commission optimization.
3. Analyzed the agent's commission strategy and the seller's pricing strategy in a competitive relationship by Stackelberg Model, and explored the impact of agent's commission strategy to channel pricing and income. Study shown that agent could gain more income applied the floating commission strategy than posted commission strategy, but the floating commission also reduced seller's income and channel gross income. Because the floating commission strategy aggravated double marginalization, this paper put forward several channel cooperation schemes and discussed the increased income and income allocation by the implementation of this cooperation schemes.
4. Defined the three types of promotional behavior of agents and. Firstly, analyzed advertising cost impact on the channel parties' income under cooperative advertising, thus proposed the strategy to make up for advertising cost and income allocation. Secondly, put forward the purchaseing rebate strategy of agent and pointed out that the essesence of purchaseing rebate was a kind of channel pricing correction. Lastly, under the further assumption of customer behaviors, proposed the customer referral strategy of agent.
This paper referenced many literatures and research. Except for some limitation, it has several innovations as follows:
1. The research on Dominant condition between mechanism of group-buying online and posted-price mechanism gave broader assumptions and revealed the mechanism income impact of the demand parameter uncertainty conditions.
2. Through the study of game relationship of channel parties, derived the optimal commission strategy of agent and revealed the relationship between the agency commission with pricing and income relationship.
3. Defined three promotions to optimize commission for agent, proposed the promotion and commission strategy when agent applied different promotions, analyzed the impact of different promotion and commission optimization strategy to pricing and income of the seller and agent in channel.
引文
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