文献类型：期刊文献

英文题名：Coordination of traditional and online group-buying channels considering website promotion effort

作者：Wu, Y.[1];Li, D.[1];Li, T.[1]

机构：[1]East China Univ Sci & Technol, Sch Business, Shanghai 200237, Peoples R China

年份：2020

卷号：27

期号：4

起止页码：2069

外文期刊名：SCIENTIA IRANICA

收录：;EI(收录号：20210709904447);WOS:【SCI-EXPANDED(收录号:WOS:000580602500005)】；

基金：This work was supported in part by the National Natural Science Foundation of China (71471062, 71431004, 71671067, and 71301050), the Shanghai Pujiang Program (17PJC023, 13PJC022), and the Fundamental Research Funds for the Central Universities.

语种：英文

外文关键词：Group buying; Dual channels; Channel management; Revenue coordination; Promotion effort

摘要：The development of modern technology and e-commerce has given rise to the emergence of many new selling channels, among which group buying has managed to attract numerous new customers rapidly because of such features as good discounts and great convenience. Although a good discount scheme creates sales growth for sellers, it also causes loss in their profit margins. Meanwhile, the business model of group-buying websites is not thoroughly explored in literature. Based on a Stackelberg game framework, this paper studies the equilibrium between a group-buying website and a seller. The optimal pricing and channel decisions of the seller and the optimal group-buying pricing and promotion effort decisions for the website were investigated to offer guidance for their businesses. It was found that the total profit of the whole system could be hurt when the agreement price or revenue-sharing contracts were adopted by the firms. A revenue-cost sharing contract was proposed that could coordinate the total profit. Finally, this study shows how the scale of the seller and the website and the unit cost can affect optimal decisions in equilibrium. (C) 2020 Sharif University of Technology. All rights reserved.