Economics Analysis Of Network Group Purchase

This paper based on the framework of economics, analyzed network group purchase mode, concluded that the network group purchase as a derivative mode of e-commerce which is a new, economic, efficient way to purchase goods or services, save the transaction cost, reducing the traditional information asymmetry between vendors and purchasers, could play a reference role in the development and improvement of China’s market economy.This paper introduces the background of the network group purchase mode, describes the related concepts, then in accordance with the chronological development of the network group purchase to introduce the development course of the network group purchase. The paper highlights the group purchase site (i.e., group purchase2.0mode) from the site classification, business structure.Analyzed and discussed the development state and trend of network group purchase. The paper attempts to comprehensively introduce the network group purchase, try to descript the degree of importance of network group purchase in the current economic system, the contribution to the new model of consumption.The paper researched the network group purchase from the angle of economics, focused on network group purchase behavior as the group game behavior. The main method of the paper based on the hypothesis that the game participants act with limited ration, to analyze the phenomenon of network group purchase group on the level of evolutionary game theory, analyzed the three parts of network group purchase which are the group purchase site, the end-consumers and the vendors, and to make reasonable assumptions of the three parts’the way of action. Used these assumptions, the paper established the3-group players game model, which could analysis the evolutionarily stable and replicated dynamic strategy of every two parts of the game, to get the equilibrium of the3-group players game.Based the equilibrium of the3-group players game model, get the conclusion and the evaluation of positive/negative effect network group purchase mode in the current economic system. The paper affirm the positive meaning of network group purchase mode to group purchase site, the end-consumers and the vendors, and the promoting effect to the development and improvement of China’s market economy. The paper also analyzes and explains the existing problems in the network group purchase mode now, and gives some relevant policy suggestions. The paper based on the theoretical model and the analysis results, forecast and give some suggestions to the development of network group purchase in China.