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论文编号：	13153
作者编号：	2120202807
上传时间：	2022/6/6 23:39:13
中文题目：	社区团购模式下生鲜农产品定价策略研究
英文题目：	Research on Pricing Strategy of Fresh Agricultural Products in Community Group Purchase Mode
指导老师：	张建勇
中文关键字：	社区团购；博弈论；定价策略；生鲜农产品
英文关键字：	Community group purchase; Game theory; Pricing strategy; Fresh agricultural products
中文摘要：	随着互联网技术的蓬勃发展，人们的支付手段更加多样化，作为一种新的社交电子商务模式，社区团购应运而生。在社区团购中，消费者提前预定，能够有效聚集下沉市场的需求，减少资源的浪费；采用自提的模式，解决了最后一公里的配送问题。由于越来越多的消费者开始通过社区团购平台购买产品，涌现出了大批的社区团购企业，且其销售的产品绝大部分是生鲜农产品。购买产品之前，价格是影响消费者购买决策的最直观的因素，对消费者的需求会产生较大的影响，有必要深入探讨社区团购模式下生鲜农产品的定价策略，以提高企业的利润。 本文的分析对象是以生鲜农产品供应商、社区团购平台以及团长组成的社区团购供应链，大多数消费者在购买生鲜农产品时，较为看重产品“质优价廉”的特点，生鲜农产品在运输过程中新鲜度容易流失，需要付出高昂的保鲜成本。本文结合生鲜农产品的特点，借助博弈论、需求函数理论以及算例分析等研究方法和研究工具，分析了在不同的市场环境下生鲜农产品的定价策略。首先，研究了社区团购平台只销售一种同质化产品情况下生鲜农产品的博弈模型，分析平台的定价策略以及利润变化。其次，以两个竞争型供应商、单一社区团购平台以及团长为研究对象，建立了异质化产品的博弈模型，分析平台的销售选择和定价策略。最后，以单一供应商、两个竞争型社区团购平台、单一团长为研究对象，分析了在不同冷链物流服务水平影响下平台的定价策略。 本文的主要研究结论如下：当消费者达到了一定的规模时，采用社区团购模式才能够实现盈利；消费者的价格敏感系数和新鲜度敏感系数对最优定价和收益有很大影响，且对普通生鲜农产品的影响更为明显，绿色度系数对绿色生鲜农产品的影响较大；平台的冷链物流服务能力与冷链物流服务成本系数对生鲜农产品新鲜度水平的影响相反，当消费者对生鲜农产品新鲜度差异的敏感系数较大时，具有较高冷链服务水平的社区团购平台能获得更高的利润。
英文摘要：	With the rapid development of the internet and the wide spread of mobile payment technology, community group purchase emerged. As a new model of social e-commerce, community group purchase gathers the real needs of community by region. In the mode of community group purchase, consumers can book in advance, which is in favor of gathering demand for sinking markets and decreasing resource waste. Moreover, consumers come to the store to pick up their products, which solves the last mile distribution problem. As more customers are accustomed to buy products through community group purchase platforms, a large number of community group purchase companies emerged. Most of the products sold in community group buying are fresh agricultural products. It is one of the vital tasks for community group purchase companies to formulate appropriate selling price. Therefore, it is very important to research appropriate pricing strategies to promote the demand growth and the profit of enterprise. The analysis object of the thesis is the supplier of fresh produce, community group buying platform and the leader of group purchase. When purchasing fresh agricultural products, most consumers pay more attention to the characteristics of high quality and low price. However, fresh produce is easy to be lost during transportation and the fresh-keeping cost is very high. Combining with the characteristics of fresh produce, the thesis researches the pricing strategy of fresh agricultural products in different market environments with the help of research methods and tools such as game theory, demand function theory, and case analysis. Firstly, the model of fresh produce under the condition that the community group purchase platform only sells one homogeneous product is established, and the platform's pricing strategy and profit changes are analyzed. Secondly, taking two competitive suppliers, a single community group buying platform and the head of the group as the research objects, a game model under the heterogeneous products of the community group buying platform was established, and the platform's sales selection and pricing strategy were analyzed. Finally, with a single supplier, two competitive community group buying platforms, and a group leader as the research objects, the pricing strategies of the platforms under the influence of different cold chain logistics service levels are analyzed. The main conclusions of the thesis are as follows. When consumers have a certain scale, the mode of community group purchase is able to make a profit. Consumer's price sensitivity coefficient and freshness sensitivity coefficient have a high degree of influence on optimal pricing and profits, which have a more obvious impact on ordinary fresh produce. The green degree coefficient has a great influence on green fresh produce. In addition, the cold chain logistics service capability of the platform and the cost coefficient have opposite effects on the freshness level of fresh produce. When the sensitivity coefficient to the difference in freshness of fresh produce is large, the community group buying platform with higher cold chain service level has higher profits.
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