Coordination of traditional and online group-buying channels considering website promotion effort

Wu, Yifan; Li, Danning; Li, Tian

doi:10.24200/sci.2018.50750.1850

Cited by 4 publications

(5 citation statements)

References 21 publications

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“…For example, Ni [12] considered both positive and negative network effects and proposed three possible sales strategies for group buying, individual buying, and hybrid buying, as well as their optimal decision on price. Wu et al [13] studied the method for restaurants to set group buying prices and the optimal promotion strategy for the platform, given the promotion level of group buying websites. He et al [14] explored fairness-focused behavior in the group buying supply chain and found that the retailer's fairness-focused behavior does not always harm the supplier's profits.…”

Section: Online Group Buying Pricing Strategiesmentioning

confidence: 99%

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Dai,

Ma,

Zhao

et al. 2023

Systems

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After the COVID-19 pandemic has subsided, the catering industry has returned to its previous thriving scene. Many restaurants have launched group buying services and collaborate with third-party online platforms to attract more customers. For the optimal decisions and maximum profits of restaurants and online platforms, a two-layer supply chain model is designed to investigate and study the price strategies and service strategies. Considering the service levels of restaurants and platforms, we construct the mathematical expressions of the offline retail model, online retail model, and online group buying model, respectively, and solve the game equilibrium. The results are shown as follows: (1) With cooperation between the restaurant and platform, both the restaurant and platform can obtain their maximum profits when they apply optimal pricing strategies. (2) The optimal pricing strategies of the restaurant are influenced by the sensitivity coefficients of customers to the restaurant and platform’s service levels, and the cost coefficients of the restaurant and platform’s service levels. (3) The maximum profit of the restaurant is directly proportional to the number of new potential consumers who are attracted. The more potential consumers who are attracted, the higher the profit the restaurant earns. The research results provide a reference for restaurants and platforms to formulate price strategies and service strategies, to help restaurants and platforms achieve more profits.

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Section: Online Group Buying Pricing Strategiesmentioning

confidence: 99%

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Dai,

Ma,

Zhao

et al. 2023

Systems

View full text Add to dashboard Cite

show abstract

“…For example, Jiang et al [15] explore the impact of enterprises' honesty strategy on building a healthy SGB environment under government supervision; He et al [11] discuss the optimal SGB strategy for different enterprises with fairness concerns in the supply chain. Besides, because social cost inhibits consumers' recommending motivation on social networks [4], it negatively impacts the ECPS marketing channel [37]. Therefore, based on the previous SGB models, we focus on the social cost and design a forwarding-bargaining model with multiple iterations to study the ECPS channel.…”

Section: Ecps Marketing Channelmentioning

confidence: 99%

Optimal marketing channel and strategy in social commerce

Chen

Zhong

2022

RAIRO-Oper. Res.

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This paper aims to explore the optimal marketing channel of e-commerce enterprises with various consumer base size and product added-value in social commerce. By characterizing the consumer utility, we construct decision-making models of e-commerce enterprises under the traditional e-commerce platform (TECP) and two kinds of social commerce marketing channels involving “e-commerce platform + social” (ECPS) and “social media + business” (SMB). Then, we obtain the optimal strategy of e-commerce enterprises for each channel by using the Karush-Kuhn-Tucker (KKT) conditions, and verify the effectiveness of the corollaries by numerical simulation. Results find that social commerce marketing channels (ECPS and SMB) are not necessarily better than TECP. For e-commerce enterprises with low consumer base size and low product added-value, the TECP channel offers the largest profit. Besides, SMB is the preferred marketing channel for most e-commerce enterprises.

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“…they represent an analytical model with finite capacity to optimize GB price and maximum deal size limit. Wu, Li and Li [25] consider a group-buying website and a seller to find an equilibrium between them. The results show that the scale of the seller and the website influence the optimal decisions in the whole system.…”

Section: Literature Reviewmentioning

confidence: 99%

Group buying vs individual buying; a competitive approach for two retailers

Heydarian

Ramezanian

2022

Scientia Iranica

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Development of technology and expansion of social media emerge group-buying mechanism as a popular strategy. In this paper, two competitive retailers are considered that sell the same product to a customer in a market, group buying and individual buying. Three different competition scenarios are considered. In order to implement the first two strategies, the Stackelberg model is used where the group-buying retailer and the individual-buying retailer are assumed to be the leader and follower, respectively. For the third strategy, the Nash equilibrium is applied when they decide separately. We analyse the optimal and equilibrium strategy in each scenario. And also determine the conditions for each retailer to be present in the market in each scenario. Finally, a numerical example is provided, in order to illustrate the effectiveness of the aforementioned three scenarios in models.

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Coordination of traditional and online group-buying channels considering website promotion effort

Cited by 4 publications

References 21 publications

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Optimal marketing channel and strategy in social commerce

Group buying vs individual buying; a competitive approach for two retailers

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