Research On Store Location And Channel Coordination Of Community Group Buying Under Dual-Channel Mode

Faced with the strong regulatory measures of the government,the competition from other community group buying enterprises,and the impact of other e-commerce modes such as platform model and front warehouse model,the disadvantages of community group buying model began to be exposed,the overall sales volume fell sharply,and some community group buying enterprises even went bankrupt.At present,most community group buying enterprises are in urgent need of transformation and upgrading,and the transformation from single online channel to dual channel mode is one of their important choices.The transformation to dual channel needs to solve the following two key problems in turn: the location of offline stores and the coordination of dual channels after the location of offline stores.Aiming at the above problems,the study mainly completes the following research work:Firstly,the study analyzes the development status of the community group buying mode,defines the necessity of the transformation from the single online channel to the dual channel mode,and further analyzes the characteristics of the dual channel community group buying mode,the links and differences between online and offline channels,which can be used as the basis for the analysis of store location and channel coordination.At the same time,the relevant theories used to analyze the problem are summarized.Secondly,according to the location strategy of offline stores of community group buying,the study analyzes the characteristics of offline stores of community group buying and the influencing factors of external and internal location,and introduces Kmeans++ algorithm for cluster analysis of many and miscellaneous demand points.Then,based on the attraction model,the consumer demand in the competitive environment is analyzed,the AHP-TOPSIS method is introduced to determine the store quality coefficient,and the cost and profit function of the store is constructed.Based on this,combined with the objectives and characteristics of each development stage of the store,the location model is constructed,and further solved in two stages combined with genetic algorithm.Finally,combined with the situation of Yuhua District in Changsha,a practical case study is carried out,and a two-stage location scheme is obtained to verify the effectiveness of the solution algorithm;At the same time,the sensitivity of the model to some parameters is analyzed,and the stability of the optimal solution is studied.Finally,aiming at the dual channel coordination mechanism of community group buying,the study analyzes the horizontal and vertical channel conflicts faced by community group buying enterprises under the dual channel mode.For the horizontal conflicts,the study constructs and solves the decision-making models under the conditions of single line channel,dual channel unified pricing and dual channel differential pricing,and compares the demand and profit of the three pricing models with specific examples.It is concluded that the dual channel differential pricing strategy is relatively better in the actual situation.Therefore,for vertical conflict,the incentive mechanism for community head based on dual channel differential pricing is analyzed.By comparing several common decision-making models,it is concluded that the incentive model based on penalty contract has no improvement effect.Further,an incentive model based on effort cost sharing contract is proposed.Combined with an example,the effectiveness of the incentive strategy is verified,and the profit change under the incentive strategy when some parameters are changed is analyzed.The research work of the study broadens the application of competitive location model in community group buying location,enriches the application of pricing theory and incentive mechanism in channel coordination,and has reference significance for the research of channel transformation.