考虑社会网络影响的拼购机理及平台策略研究

As for a typical online selling in social networks, this project will focus on sonsumers' co-buying behavior, and consider the influence of social networks on the motivation of consumer engagement in co-buying, the operation optimization of platform and its sellers, and the coordination between consumers, site and sellers. According to the characteristics of online co-buying, such as "trust endorsement" and "social contagion", this project will explore the motives of consumers co-buying behavior supported by the trust of crowds in social networks, and propose an optimization model for the sales decision of sellers. Besides, the structure of social networks will also be analysed to illustrate the rules of customers interaction while co-buying. It is necessary to discuss the relationship between the platform's objectives and consumer's co-buying strategies, and a strategy-proof matching method will be proposed for contracting coordination between the platform and its sellers. On this basis, the two-sided matching problem under the influence of peer effect in consumer group will also be analysed. Finally, in order to facilitate the reciprocal relationship between consumers in the scenarios of co-buying, several reciprocal guiding mechanisms will be concluded. The project will make progresses in depicting consumers' co-buying behavior and sellers' sales decision, designing the two-sided matching and coordination of platform, and analyzing the measures to guide consumers' reciprocity relationships. The results will not only be a theoretical exploration of the online selling, but also help to enrich the operational researches of two-sided market, which endow the project with theoretical value as well as practical significance.

本项目抽象出“网络拼购”有别于传统销售方式的典型结构，围绕社会网络下消费者拼购参与动机和平台与商户的运作优化与协调议题开展研究。针对网络拼购“信任背书”和“社交裂变”特征，探讨消费者在社会网络群体信任影响下参与合作拼购的动机，提出商户逐利目标下的决策优化模型；理清社会网络结构特征对消费者行为交互的影响；探讨平台目标权衡对消费者拼购合作博弈的影响，提出针对商户的“防策略”匹配机制以及契约协调方式，研究消费者“同群效应”影响下的双边匹配问题；探究消费者剩余分享的互惠关系对拼购动机的影响，提出几种互惠引导机制并分析其组合效果。本项目将在形式刻画消费者拼购动机和商户决策目标、设计平台双边匹配和运作协调的模式，分析平台引导消费者互惠的策略等方面取得进展。预期成果将既是对网络拼购销售模式理论探索，又是对双边市场运作管理研究的进一步拓展，为网络拼购的运作实践和机制优化设计提供了一定参考。

本项目围绕社会网络影响下线上拼购的机理及平台策略进行研究，理论紧密联系实践，取得了相关研究成果。首先，分析了拼购平台的具体设定，包括商户根据商品的特质、折扣程度、活动期决定拼购每单人数，接着在平台上发布拼购活动，并公布成团人数、成团期和产品价格等详细信息。以及拼购常采用的两种模式，一是针对不同身份的参与人的差异定价；二是统一定价确定不同拼购每单人数。前者目标是提升拼单成功率，后者目标获得目标金额的收益。其次，考虑策略消费者的商品拼购定价和激励策略，研究设计了一个两阶段模型来刻画拼购参与者的行为，并进一步对比序列参与与同时到来两种模式的贝叶斯均衡，分析存在拼购参与者的策略延迟行为对拼购成团的影响，提出不同情形下商户的差异定价和激励策略选择。再次，研究商户面向发起人和参团人两类不同身份参与者，设定的拼购每单人数决策及相关方式选择。并考虑“拼单可见”和“数量折扣”等情况，提出最优拼单人数决策。项目研究取得的成果和观点是对相关理论研究的补充与完善，并具有一定的实践价值。