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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
2019, 61(5):
10-17.
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.
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