Joint Decision-making of Community Group Buying Leader(Store Manager)Considering Fresh-keeping Effort
With the growth of the community group buying mode,a higher percentage of consumers prefer community group buying platforms to farmer's markets when purchasing fresh products.With its"pre-sale+ next-day delivery+self-pickup"business mode,community group buying platforms can satisfy the consum-ers'increasingly stricter demand for product freshness.Nowadays,many community group buying group lead-ers under the community group buying mode work part-time as community store managers at the same time.Seeing that the willingness of these store managers to cooperate has become an important factor affecting the development of the platforms and stores,and the level of fresh-keeping effort and product pricing are key fac-tors affecting the income of the community store managers as well,in this paper,considering the impact of fresh-keeping effort and pricing on a community store and a community group buying platform,we looked into the decision-making of the relevant parties on issues such as product pricing,order quantity,and level of fresh-keeping effort.Through numerical simulation,we compared the profits realized by the community store respectively when it joined the community group buying platform and when it did not to provide a deci-sion-making basis for the community store,and explored the possibility of joint decision-making between the community group buying leader(store manager)and the community group buying platform.The research found that:(1)For maximized profit,when consumer freshness sensitivity coefficient is small,the community store should not join the community group buying platform and adopt the strategy of high price,high fresh-keeping effort and high order quantity;when consumer freshness sensitivity coefficient is large,the community store should join the community group buying platform and adopt the strategy of low price,low fresh-keep-ing effort,and low order quantity;(2)After the community store joined the community group buying plat-form,with the increase of channel price competition coefficient,the optimal decisions of both the community store and the community group buying platform would increase.Given large channel competition coefficient,the optimal product selling price and expected profits of the community store after joining the community group buying platform would be higher than those of the community group buying platform,but the opposite is true for order quantity;(3)When the community store joined the community group buying platform,lower commissions and higher purchase discount would lead to lower optimal decision-making.The rise of the plat-form economy has provided a new sales channel for community stores and community group buying plat-forms,overcoming the obstacles of online and offline integration,and giving rise and momentum to the com-munity economy.Community group buying leaders(store managers)and community group buying platforms can realize higher profits and also provide fresher products to consumers,thus creating more value than cost to the stores,platforms and consumers.Appropriate competition in the joint decision-making between the com-munity group buying leaders(store managers)and community group buying platforms can stimulate the stores and platforms to make more rational decisions and obtain better performance.However,vicious competition would disrupt this steady upward spiral state.
fresh agricultural products supply chaincommunity group buyinglevel of fresh-keeping ef-fortcommunity store
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