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网络团购作为一种新型的电子商务模式,在近些年来发展迅速。本文首先分析基于不对称网络团购信息下交易双方的博弈行为,得出最终消费者会选择团购,生产者会按照约定提供产品的结论;其次,文章利用经济学的原理阐述了消费者价格弹性存在差异是网络团购中实施价格歧视的理论基础;最后,通过效用函数分析网络团购中实施三级价格歧视提高了生产者和消费者的利益,最终增加了社会总福利。
As a new type of e-commerce model, online group buying has developed rapidly in recent years. First of all, this paper analyzes the game behavior of both parties based on the asymmetric network buy information, and draws the conclusion that the final consumer will choose to buy, and the producer will provide the product according to the agreement. Secondly, the article expounds the existence of consumer price elasticity The difference is the theoretical basis of the implementation of price discrimination in online shopping. Finally, the analysis of utility function to implement the three-level price discrimination in online group buying raises the interests of producers and consumers and eventually increases the total social welfare.