社交媒体对团购策略的选择的影响的研究

his paper studies the problem of sellers' selection of fixed-price sales strategy and group-buying strategy. There are two types of consumers, the high valuators and low valuators, in order to get the lower group-buying price, the higher valuator will share product information with the low valuators, to persuade low valuators to participate in the group-buying.Facing the fixed price and group-bying strategy, depending on different conditions,to make the optimal sales strategy.Research shows that, when the communication efficiency of the consumers is high and the valuation gap is large, or the communication efficiency of is low and the valuation gap is moderate, the group-buying strategy is superior to the traditional fixed-price strategy. This paper also studies the sellers not only use group-buying strategy but also fixed price policy to take the mixed strategy, and the research shows that when the communication efficiency of the two types of consumer is very low, or the communication efficiency of the two types of consumer is very low and the valuation gap is small, the seller take the mixed strategy is better, if communication efficiency of the two types of consumer is high, and valuation gap between the two types of consumers is large, the fixed strategy surpass the mixed strategy.