Research On The Models Of B2C Online Group-buying

Since the end of the 1990s, B2C-Group Buying due to his numerous advantages has been continuously developed in the United States and Europe. In China, since 2002 the transactions in Group Buying are becoming more frequently, as a consequence, a large of B2C websites for Group Buying has showed up. In the United States, however, many of the B2C websites for Group Buying have been closed recently, or turned to the B2B. There are many reasons leading to the closure of B2C Websites, but one of the most important reasons is that the model of Online Group Buying is underdeveloped, and the mechanisms for the Group Buying is not perfect, which directly leads to the decline of the turnover in the transactions. And in China, facing the rapid expansion of the online Group Buying, we should learn the lessons from the failure which are made by the B2C Group Buying in the United States, in order to choose suitable model of B2C Group Buying rationally, and to improve their mechanisms, and thus in further to facilitate the healthy development of Group Buying.In this paper, after giving some explanations of relevant related concepts about Group Buying, the author put her focus on the diverse impact factors on the model of B2C Group Buying, e.g. the expectation of buyers, bargaining spaces and competition in the network. Through the quantitative analysis the author discussed the determinative roles of these factors on the choosing the models of group buying. Based on the consideration of the impact of these factors, the author made some comparisons and chooses between these different Group Buying models. The results showed that the one-off price bargaining model compared to the repetitious price bargaining model is more easily to meet the conditions of accomplishing the transactions in the group buying, and the probability of the successful transactions in group buying is greater. In addition to this, the advantages in form of search cost for information from the group buying initiated by the seller side is also greater than that initiated by the buyer side.Through the optimization of a variety of group buying models, the author finds out eight steady group buying models in dimensions of initiator, Product diversity and the quantities of product by the sellers. Then the author selected the group buying section from the TaoBao Online Auctions Website as an example of the one-off price bargaining model for one product, from the Liba Website as an example of one-off price bargaining model for various products initiated by the seller side and from Shanghai Group Buying Website as an example of repetitious price bargaining model for various products initialed by one or more sellers, to analyze these three representational group buying models. Finally, the paper also gives some referential suggestions on the credit mechanisms, the pricing mechanism, the mechanism of competition and risk mechanisms.