基于在线购买历史聚合的B2C电子商务差异化折扣模型

doi:10.12005/orms.2016.0072

摘要/Abstract

摘要： 众多B2C网站已建立起会员等级制度,并据此向买家提供价格折扣。但会员等级制模型仅考虑买家交易金额,无法全面反映买家在线购买历史(online purchase history),故不能准确提供差异化折扣。针对上述问题,提出了一种面向B2C电子商务的差异化折扣模型,该模型包含能体现买家在线购买历史的交易、退单、推荐购买、晒单等四个指标,将买家在线购买历史聚合为一个综合值,进而通过min-max标准化方法进行线性转换,将转换后的聚合值与会员等级基准折扣结合得到最终的差异化折扣,从而使得B2C网站可向同级别会员实施更精准的一对一营销和价格歧视策略。以京东商城为背景的仿真实验结果证明了本文新模型的有效性。

关键词: 电子商务, 差异化折扣模型, 在线购买历史聚合, 信誉

Abstract: Many B2C websites have established their member hierarchy mechanisms to provide price discount to buyers. However, member hierarchy model only considers buyers' transaction amount, which can not reflect comprehensively buyers' online purchase history. Hence, member hierarchy model is unable to provide accurate differentiated discount for individual. To solve the above problem, a differentiated discount model for B2C E-commerce was proposed. This model integrated four indicators which can reflect buyers’ online purchase history, including transaction, withdrawal of order, recommend-to-buy and order show; then the four indicators were aggregated into one value. By using min-max normalization, a linear conversion method, the aggregation value was combined with the base discount of member hierarchy to generate a differentiated discount for target buyer. That means the B2C website can implement more accurate one-to-one marketing and price discrimination strategy. The results of simulation experiment set in 360buy.com showed the validity of the new model.

Key words: e-commerce, differentiated discount model, aggregated online purchase history, reputation

中图分类号:

C931.9

李聪,杨梅,GajananG.Hegde,马丽. 基于在线购买历史聚合的B2C电子商务差异化折扣模型[J]. 运筹与管理, 2016, 25(2): 258-267.

LI Cong, YANG Mei, Gajanan G. Hegde, MA Li. B2C E-commerce Differentiated Discount Model Based on Aggregated Online Purchase History[J]. Operations Research and Management Science, 2016, 25(2): 258-267.

参考文献

[1] CNNIC.第31次中国互联网络发展状况调查统计报告[R].北京:中国互联网信息中心,2013.
[2] 工业和信息化部.电子商务“十二五”发展规划[R].北京:工业和信息化部,2012.
[3] 张巍,刘鲁,朱艳春.在线信誉系统研究现状与展望[J].控制与决策,2005,20(11):1201-1207.
[4] 宋光兴,杨德礼.电子商务在线信誉管理系统设计的若干问题研究[J].系统工程,2004,22(9):5-9.
[5] Fan M, Tan Y, Whinston A B. Evaluation and design of online cooperative feedback mechanisms for reputation management[J]. IEEE Transactions on Knowledge and Data Engineering, 2005, 17(2): 244-254.
[6] Resnick P, Zeckhauser R, Friedman E, et al. Reputation systems[J]. Communications of the ACM, 2000, 43(12): 45-48.
[7] Bolton G E, Katok E, Ockenfels A. How effective are electronic reputation mechanisms? an experimental investigation[J]. Management Science, 2004, 50(11): 1587-1602.
[8] Standifird S S. Reputation and E-commerce: eBay auctions and the asymmetrical impact of positive and negative ratings[J]. Journal of Management, 2001, 27(3): 279-295.
[9] Houser D, Wooders J. Reputation in auctions theory, and evidence from eBay[J]. Journal of Economics & Management Strategy, 2006, 15(2): 353-369.
[10] Ba S, Pavlou P A. Evidence of the effect of trust building technology in electronic markets: price premiums and buyer behavior[J]. MIS Quarterly, 2002, 26(3): 243-268.
[11] Samak A C. An experimental study of reputation with heterogeneous goods[J]. Decision Support Systems, 2013, 54(2): 1134-1149.
[12] Ye Q, Li Y, Kiang M, et al. The impact of seller reputation on the performance of online sales: evidence from taobao Buy-It-Now(BIN)data[J]. Database for Advances in Information Systems, 2009, 40(1): 12-19.
[13] 胥莉,陈宏民.具有网络外部性特征的企业定价策略研究[J].管理科学学报,2006,9(6):23-30.
[14] 泰勒尔.产业组织理论[M].北京:中国人民大学出版社,1997.
[15] Pigou A C. The economic of welfare[M]. London: Macmillan, 1920.
[16] Anderson E T, Dana J D. When is price discrimination profitable?[J]. Management Science, 2009, 55(6): 980-989.
[17] Demirag O C, Keskinocak P, Swann J. Customer rebates and retailer incentives in the presence of competition and price discrimination[J]. European Journal of Operational Research, 2011, 215(1): 268-280.
[18] Gil R, Hartmann W R. Empirical analysis of metering price discrimination: evidence from concession sales at movie theaters[J]. Marketing Science, 2009, 28(6): 1046-1062.
[19] Ouksel A M, Eruysal F. Loyalty intelligence and price discrimination in a duopoly[J]. Electronic Commerce Research and Applications, 2011, 10(5): 520-533.
[20] 周慧,许长新.线性需求市场三级价格歧视下的福利研究[J].运筹与管理,2005,14(3):135-138.
[21] 彭云飞.基于二部制的价格歧视方法[J].数学的实践与认识,2012,42(21):58-66.
[22] 吴永涛,张群.“选择资费”的多重价格歧视特性[J].数学的实践与认识,2002,32(4):588-595.
[23] 潘勇.论电子商务市场中的“价格歧视”[J].商业经济与管理,2003,135(1):22-25.
[24] Baker W L, Lin E M, Marn V, et al. Getting prices right on the web[J]. The McKinsey Quarterly, 2001, (2): 54-63.
[25] 李根道,熊中楷,李薇.基于收益管理的动态定价研究综述[J].管理评论,2010,22(4):97-108.
[26] Sahay A. How to reap higher profits with dynamic pricing[J]. MIT Sloan Management Review, 2007, 48(4): 53-60.
[27] 陈超,蓝伯雄,朱涛.一般需求函数下的动态定价模型研究[J].运筹与管理,2010,19(2):1-7.
[28] 罗利,彭际华.竞争环境下的民航客运收益管理动态定价模型[J].系统工程理论与实践,2007,27(11):15-25.
[29] 程岩.电子商务中面向产品线的动态定价方法研究[J].系统工程学报,2010,25(4):533-539.
[30] Elmaghraby W, Keskinocak P. Dynamic pricing in the presence of inventory considerations: research overview, current practices, and future directions[J]. Management Science, 2003, 49: 1287-1309.
[31] Liu Q, Zhang D. Dynamic pricing competition with strategic customers under vertical product differentiation[J]. Management Science, 2013, 59(1): 84-101.
[32] Su X. Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[33] Sen A. A comparison of fixed and dynamic pricing policies in revenue management[J]. Omega, 2013, 41(3): 586-597.
[34] Sato K, Sawaki K. A continuous-time dynamic pricing model knowing the competitor's pricing strategy[J]. European Journal of Operational Research, 2013, 229(1): 223-229.
[35] Rubel O. Stochastic competitive entries and dynamic pricing[J]. European Journal of Operational Research, 2013, 231(2): 381-392.
[36] 李贺,张玉林,仲伟俊.考虑战略消费者行为风险的动态定价策略[J].管理科学学报,2012,15(10):11-25.
[37] 罗利,萧柏春.航空客运平行航班动态定价模型[J].中国管理科学,2012,20(3):104-111.
[38] 殷明,郑士源,丁以中,等.基于期权理论的国际海上集装箱运输协议动态定价决策[J].系统工程理论与实践,2012,32(10):2297-2305.
[39] 潘伟,汪寿阳,华国伟,等.实体店及其网上商店产品的动态定价及订货策略[J].系统工程理论与实践,2010,30(2):236-242.
[40] 张旭.需求与价格具有相关性下的会员制商场阶段型价格折扣模型研究[J].科研管理,2007,28(6):182-186.
[41] Huberman B A, Wu F. The dynamics of reputations[J]. Journal of Statistical Mechanics: Theory and Experiment, 2004, 4: 1-17.
[42] 纪淑娴,胡培,程飞.在线信誉管理系统中信用度计算模型研究[J].预测,2008,27(4):59-65.
[43] 李聪,梁昌勇.面向C2C电子商务的多维信誉评价模型[J].管理学报,2012,9(2):204-211.
[44] 戚筱雯,梁昌勇,黄永青,等.基于混合型评价矩阵的多属性群决策方法[J].系统工程理论与实践,2013,33(2):473-481.
[45] 梁昌勇,戚筱雯,丁勇,等.一种直觉模糊多属性群决策方法及其在群决策中的应用[J].运筹与管理,2013,22(1):41-47.
[46] 冯芷艳,郭迅华,曾大军,等.大数据背景下商务管理研究若干前沿课题[J].管理科学学报,2013,16(1):1-9.
[47] Narasimhan C. A price discrimination theory of coupon[J]. Marketing Science, 1984, 3(2): 128-147.
[48] 李聪,梁昌勇.基于n序访问解析逻辑的协同过滤冷启动消除方法[J].系统工程理论与实践,2012,32(7):1537-1545.
[49] 李聪,梁昌勇,杨善林.电子商务协同过滤稀疏性研究:一个分类视角[J].管理工程学报,2011,25(1):94-101.