Abstract
In recent years, the Online Group-Buying has entered a state of development in full swing. The particularity of the OGB platform compared with the traditional market determines that its marketing and price setting model must be different from the traditional market. Based on the summary of domestic and foreign scholars’ literature on the pricing and strategy research of group buying business models, this article analyzes various factors affecting group buying prices. Under various assumptions, parameters and variables, through mathematical calculation and analysis, the optimal price and maximum profit for the healthy development of the enterprise are obtained, and how the merchants on the group buying website should adopt corresponding price-setting strategies and profit models to made some suggestions.
Highlights
As a new shopping mode, OGB has become a new choice for people's daily consumption
According to the analysis report of OGB industry of China report network, with the improvement of Internet penetration, the number of online group buying in China is increasing year by year
In 2016, the number of OGB users in China was 0.97 million, and in 2020, the number of online group buying users has increased to 4.74 million.It can be seen that China's online group buying market has a good development prospect and a large demand for users,it is necessary to study the pricing model and strategy of group purchase on the Internet,See Figure 1 for details
Summary
If merchants want to attract customers and make profits through group buying, they must set up appropriate booking group buying prices and prices for traditional buying methods They need to pay attention to the conditions under which booking group buying can obtain higher profits than ordinary sales. In this context, this article considers the pricing of products under the sales model where the merchants organize group purchases on third-party online shopping platforms from the perspective of merchants, hoping to help merchants make appropriate pricing plans.The groupbuying model originated in foreign markets. In 2016, the number of OGB users in China was 0.97 million, and in 2020, the number of online group buying users has increased to 4.74 million.It can be seen that China's online group buying market has a good development prospect and a large demand for users,it is necessary to study the pricing model and strategy of group purchase on the Internet,See Figure 1 for details
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