Research on Pricing Models and Strategies of Online Group-Buying

Abstract

In recent years, the Online Group-Buying has entered a state of development in full swing. The particularity of the OGB platform compared with the traditional market determines that its marketing and price setting model must be different from the traditional market. Based on the summary of domestic and foreign scholars' literature on the pricing and strategy research of group buying business models, this article analyzes various factors affecting group buying prices. Under various assumptions, parameters and variables, through mathematical calculation and analysis, the optimal price and maximum profit for the healthy development of the enterprise are obtained, and how the merchants on the group buying website should adopt corresponding price-setting strategies and profit models to made some suggestions.