商业研究

商业研究

• 商经理论 • 上一篇    下一篇

“拼多多”式的社交团购会降低平台商品质量吗？ ——基于电商企业入驻平台选择视角的分析

张阳，徐兵   

  1. (南昌大学 管理学院，南昌 330031)
  • 收稿日期:2018-12-24 出版日期:2019-05-25
  • 作者简介:张阳（1991-），男，江西吉安人，南昌大学管理学院博士研究生，研究方向：电子商务；徐兵(1972-)，男，南昌人，南昌大学管理学院教授，博士生导师，管理学博士，研究方向：电子商务。
  • 基金资助:
    国家自然科学基金项目，项目编号：71561018；教育部人文社会科学重点研究基地重大项目，项目编号：17JJD790012；江西省高校人文社会科学重点研究基地项目，项目编号：JD1501。

Does Social Group-Buying of “Buy Together” Style Decrease the Quality of Platform Goods?From the Perspective of Platform Selection for E-Commerce Enterprises

ZHANG Yang, XU Bing   

  1. (School of Management,Nanchang University, Nanchang 330031,China)
  • Received:2018-12-24 Online:2019-05-25

摘要： 目前，大量低质企业入驻“拼多多”等社交团购平台致使许多商品存在质量问题。为了探究社交团购模式对企业入驻平台的影响，本文分别构建电商企业入驻传统平台和社交团购平台的博弈模型，基于企业的平台选择模型分析高质和低质企业的动态选择过程，研究发现：低质企业不能通过社交团购平台获得更高收益，社交团购模式并不是平台商品质量低的原因；社交团购平台仅能吸引社交难度较低的中小城镇居民拼团，由于这些消费者对价格非常敏感，高质企业被迫制定更低的价格和参团人数；高质企业无法从社交团购中获利，就以传统平台为主运营平台销售；大量低质企业在传统平台中被高质企业竞争挤出，不得不入驻类似拼多多的社交团购平台。因此，平台应完善质量管理和售后服务体系，优化利润抽成和引流排名政策，积极招引高质量品牌企业，扩大和上浮消费者市场；企业应大力实施引导拼团和陌生人拼单策略，多种玩法并举提升浏览量和点击率，打造具备差异性、品牌性、科学性、流行性、低成本性、日常实用性的商品品类。

关键词: 社交团购, 拼多多, 商品质量, 建模分析, 平台选择

Abstract: At present, a large number of low-quality enterprises are stationed in social group-buying platforms such as “Buy Together”, which leads to the quality problems of many commodities.In order to explore the impact of social group buying model on enterprise′s platform, this paper constructs the game models of e-commerce enterprises′ traditional platform and social group buying platform respectively.Based on the platform selection model of enterprises, this paper analyses the dynamic selection process of high-quality and low-quality enterprises.The results show that low-quality enterprises cannot get higher profits through social group buying platform, and the social group buying model is not the reason for the low quality of products on the platform;social group buying platform can only attract small and medium-sized urban residents with lower social difficulty to form groups,and high-quality enterprises are forced to set lower prices and the number of participants because these consumers are very sensitive to price;high-quality enterprises cannot profit from social group buying, so they sell on the traditional platform as the main operating platform; a large number of low-quality enterprises are squeezed out by the competition of high-quality enterprises in the traditional platform, and have to settle in similar social group buying platforms. Therefore, the platform should improve the quality management and after-sales service system, optimize the profit extraction and drainage ranking policy, actively attract high-quality brand enterprises, expand and float the consumer market; enterprises should vigorously implement the strategy of guiding the group and strangers to put together the single, improve the browsing volume and click-through rate, and create commodity category of differences, brand, scientific, popular, low-cost and daily practicability.

Key words: social group-buying, “Buy Together”: quality of goods, modeling analysis, platform choice