考虑社交关系的网购拼单研究

本文提供理论模型对比分析拼单模式和统一价格模式(正常模式)给商家带来的影响，为商家实施精准营销提供参考。对此，首先考虑消费者的社交关系并以此将消费者进行细分，随后分析社交关系的成本系数(社交成本)和潜在市场需求对价格和收益的影响。结果指出，在一定条件下，拼单模式可以为商家带来了更大的收益，但是拼单模式只是正常模式的一种补充，并且随着两类消费者的社交成本差额逐渐变小或偏好拼单的消费者的潜在市场需求不断增加，拼单模式的优势逐渐减弱。因此，建议电商平台与微信等社交平台合作，降低消费者的社交成本，以吸引消费者通过拼单模式购买商品，从而实现“商家、平台和消费者” 多方共赢。最后建议，平台对消费者进行二次或三次细分，开发新的细分市场。

Online Interpersonal Group-buying Based on Social Relationship

Based on the innovative marketing mode with two sale prices, over the last two years, online interpersonal group buying mode have rapidly become popular among many sellers and consumers in China. However, in relevant literature, there aren’t the theoretical analysis relating to the interpersonal group-buying mechanism or comparative studies of interpersonal group buying and traditional selling (such as uniform-pricing trading) have been found. In order to fill this research gap, the uniform-pricing trading for comparison is added in order to explore differences between interpersonal group buying and uniform-pricing trading in terms of profitability. In the research process, a theoretical model is provided to compare and analyze the impact of online interpersonal group-buying mode and the unified price mode (i.e., the normal mode) on the sellers, and reference for the sellers is provided to implement precision marketing. The consumers’ social relationship is considered and the consumers are subdivided, and then the cost coefficient of social relationship (i.e., social cost) and the impact of potential market demand on price and revenue are analyzed. The results show that, under certain conditions, the optimal price in the normal mode is between the optimal interpersonal group-buying price and the optimal normal price in the interpersonal group-buying mode. The optimal revenue in the normal mode is less than that in the interpersonal group-buying mode. That is, the interpersonal group buying mode can bring greater benefits to merchants, but the interpersonal group buying mode is only a supplement to the normal mode. Further, as the social cost difference between the two types of consumers gradually decreases or the potential market demand of consumers who prefer to interpersonal group-buying trading increases, the advantage of the interpersonal group-buying mode is gradually weakened. Therefore, it is suggested that the interpersonal group-buying platform cooperate with social platform (such as WeChat) to build a social e-commerce mode. The purpose is to reduce the social cost of consumers, so as to attract consumers to enter the interpersonal group-buying platforms to purchase goods, and achieve “sellers, platforms and consumers” multi-win. At last, it is suggested that the interpersonal group-buying platforms should subdivide the consumers in the second or third time and develop new market segments.