| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 102 === In 2008, the first group-buying website-Groupon comes out in the U.S. Because this kind of business model grows really fast, more and more similar group-buying websites start to sell group-buying products to share this market. Latter Taiwan followed the U.S to establish group-buying business company immediately. The market analysis data shows that in Taiwan 2010 the group-buying market size had already reached NT$ 7 billion and 160 million dollars, and market size continues expanding over time.
For a seller using the group-buying website as a sales channel, it is important to figure out consumers’ inner feelings about group-buying. In our research, we will construct a mathematical model and use data analysis to suggest the optimal decision policy. We can offer group-buying company’s manager the decision-making criteria to manage products operation. Through some empirical observation, we found that in group-buying market demand will increase while inventory decreased. According to the characteristic of connection between demand and inventory, we derive online group-buying decision model to help group-buying company’s manager to run their business better.
Formulating an online group-buying decision model can help group-buying companies’ managers to setup a better policy for products management. They can use this model to calculate the optimal sales horizon and stocking quantity as products control policy in order to achieve the maximum profit. Following that we use numerical analysis and sensitivity analysis to see how each parameter affects group-buying decision model. Analysis results show that the parameterdemand rate has the greatest effect on model. Group-buying company can stock more goods when market demand rate was greater, so that selling products on the group-buying website longer can gain higher revenue.
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