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今天小編為大家?guī)砦恼拢?0研讀分享論文6-2：精讀期刊論文-《基于網(wǎng)絡(luò)外部性的社區(qū)團(tuán)購供應(yīng)鏈營銷策略研究》引言。

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Today's small series for you to bring the article:80 Reading and sharing paper 6-2: Intensive reading of journal papers-Introduction to "Research on Marketing Strategy of Community Group Buying Supply Chain Based on Network Externalities" .

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今日內(nèi)容摘要Abstract：

閱讀并分析來自中國管理科學(xué)期刊的中文論文《基于網(wǎng)絡(luò)外部性的社區(qū)團(tuán)購供應(yīng)鏈營銷策略研究》中引言部分的寫作。

Read and analyze the writing of the introductory part of the Chinese paper "Research on the Marketing Strategy of Community Group Buying Supply Chain Based on Network Externalities" from the Chinese Journal of Management Science.

正文 body part：

研究背景方面（圖1），作者從社區(qū)團(tuán)購的流程來解釋這個(gè)名詞，第一段除了舉現(xiàn)實(shí)案例說明解釋研究對象，還用了最近兩年的相關(guān)研究數(shù)據(jù)來展示社區(qū)團(tuán)購的發(fā)展情況和態(tài)勢。第二段從學(xué)術(shù)的角度主要介紹社區(qū)團(tuán)購的主要作用和特點(diǎn)，以團(tuán)長為切入點(diǎn)。作者先是說明團(tuán)長在社區(qū)團(tuán)購中的主要作用和天然優(yōu)勢，結(jié)合招商證券的分析數(shù)據(jù)體現(xiàn)社區(qū)團(tuán)購對于團(tuán)長特別是頭部團(tuán)長的依賴性，順勢切入論文標(biāo)題的第一個(gè)題眼——團(tuán)長營銷努力水平。除了團(tuán)長對社區(qū)團(tuán)購的優(yōu)勢加持，社區(qū)團(tuán)購模式本身也具有網(wǎng)絡(luò)外部性的優(yōu)勢，這是標(biāo)題的第二個(gè)題眼。

In terms of research background (Figure 1), the author explains the term from the process of community group buying. In the first paragraph, in addition to citing real cases to explain the research object, the author also uses the relevant research data of the last two years to show the development and trend of community group buying. . The second paragraph mainly introduces the main functions and characteristics of community group buying from an academic point of view, with the head of the group as the starting point. The author first explained the main role and natural advantages of the group leader in community group buying, combined with the analysis data of China Merchants Securities to reflect the dependence of community group buying on the group leader, especially the head group leader, and cut into the first topic of the paper title—— Marketing effort level of the head of the group. In addition to the advantages of the head of the community group buying, the community group buying model itself also has the advantage of network externalities, which is the second topic of the title.

圖1 Figure 1

文獻(xiàn)綜述分為三個(gè)方面，首先對社區(qū)團(tuán)購的文獻(xiàn)很少，作者追溯到社區(qū)團(tuán)購的基礎(chǔ)模式——網(wǎng)絡(luò)團(tuán)購的文獻(xiàn)（圖2）。研究發(fā)現(xiàn)，這類文獻(xiàn)一類是從消費(fèi)者的角度分析其自身因素和外部因素對消費(fèi)者購買意愿或商家團(tuán)購決策的影響，另一類是從商家的角度研究商家如何設(shè)置商品團(tuán)購價(jià)格、團(tuán)購模式以及營銷策略等。已有的文獻(xiàn)中缺乏對社區(qū)團(tuán)購這種新模式的定性定量的研究，作者受張京敏等學(xué)者關(guān)于社區(qū)團(tuán)購激勵模型的研究的影響和啟發(fā)，為本文研究奠定基礎(chǔ)。

The literature review is divided into three aspects. First, there is very little literature on community group buying. The author traces back to the literature on online group buying, the basic model of community group buying (Figure 2). The study found that this kind of literature analyzes the influence of its own factors and external factors on consumers' purchase intention or merchants' group purchase decision from the perspective of consumers, and the other is from the perspective of merchants to study how merchants set commodity group purchase prices and group purchases. models and marketing strategies. There is a lack of qualitative and quantitative research on the new model of community group buying in the existing literature. The author is influenced and inspired by Zhang Jingmin and other scholars' research on the incentive model of community group buying, which lays the foundation for this study.

圖2 Figure 2

文獻(xiàn)綜述的第二方面與網(wǎng)絡(luò)外部性有關(guān)（圖3）。網(wǎng)絡(luò)外部性是一種產(chǎn)品或服務(wù)對消費(fèi)者的價(jià)值會隨著使用該產(chǎn)品或服務(wù)的用戶數(shù)量的變化而變化。消費(fèi)者是社區(qū)團(tuán)購供應(yīng)鏈中的一環(huán)，消費(fèi)者具有的一些行為和心理特點(diǎn)會影響整個(gè)供應(yīng)鏈，社區(qū)團(tuán)購因此具有網(wǎng)絡(luò)外部性。研究文獻(xiàn)方面，作者參考了最早研究網(wǎng)絡(luò)外部性的文獻(xiàn)，以及幾篇最新的研究網(wǎng)絡(luò)外部性對市場銷量、定價(jià)、銷售渠道、綠色產(chǎn)品創(chuàng)新等的影響文獻(xiàn)。結(jié)合網(wǎng)絡(luò)外部性來研究社區(qū)團(tuán)購供應(yīng)鏈的銷售選擇決策是本文的創(chuàng)新點(diǎn)之一。

The second aspect of the literature review has to do with network externalities (Figure 3). A network externality is when the value of a product or service to consumers varies with the number of users using the product or service. Consumers are a part of the supply chain of community group buying. Some behavioral and psychological characteristics of consumers will affect the entire supply chain. Therefore, community group buying has network externalities. In terms of research literature, the author refers to the earliest literature on network externalities, as well as several latest literatures on the impact of network externalities on market sales, pricing, sales channels, and green product innovation. Combining network externalities to study the sales selection decision of community group buying supply chain is one of the innovations of this paper.

圖3 Figure 3

文獻(xiàn)綜述的第三方面是供應(yīng)鏈營銷努力（圖4）。這部分的文獻(xiàn)主要有兩類，一類是分析供應(yīng)鏈主題企業(yè)廣告合作的努力水平；另一類文獻(xiàn)是從銷售努力對供應(yīng)鏈協(xié)調(diào)的影響，作者的思路是：要實(shí)現(xiàn)最優(yōu)的銷售努力水平，要采取怎樣的協(xié)調(diào)策略。參考的文獻(xiàn)中采用的協(xié)調(diào)策略分別是目標(biāo)返利和退貨合同的設(shè)計(jì)、回購合約的設(shè)置。

A third aspect of the literature review was supply chain marketing efforts (Figure 4). There are two main types of literature in this part. One is to analyze the level of effort of supply chain themed corporate advertising cooperation; the other is to analyze the impact of sales efforts on supply chain coordination. The author's idea is: to achieve optimal sales efforts level, and what coordination strategy should be adopted. The coordination strategies adopted in the referenced literature are the design of target rebate and return contracts, and the setting of repurchase contracts.

圖4 Figure 4

通過分析三方面的文獻(xiàn)，總結(jié)過往研究的成果和不足。在引言的最后一段中提出論文的研究創(chuàng)新點(diǎn)所在（圖5）。首先是研究對象的創(chuàng)新性以及研究采用定性與定量相結(jié)合的方法；其次是結(jié)合理論和現(xiàn)實(shí)情況，將網(wǎng)絡(luò)外部性因素帶入社區(qū)團(tuán)購供應(yīng)鏈中去研究，豐富了網(wǎng)絡(luò)外部性方面的研究文獻(xiàn)，也具有一定的現(xiàn)實(shí)意義；最后，定量地探討了社區(qū)團(tuán)購供應(yīng)鏈的銷售策略如何受網(wǎng)絡(luò)外部性因素的影響，填補(bǔ)了了社區(qū)團(tuán)購模式在供應(yīng)鏈營銷策略方面研究的缺失。

By analyzing the literature in three aspects, the achievements and deficiencies of previous researches are summarized. In the last paragraph of the introduction, the research innovation of the paper is presented (Figure 5). The first is the innovation of the research object and the combination of qualitative and quantitative methods is used in the research; the second is to combine the theoretical and practical conditions to bring network externalities into the community group buying supply chain for research, which enriches the research literature on network externalities It also has certain practical significance. Finally, it quantitatively discusses how the sales strategy of the community group buying supply chain is affected by the external factors of the network, which fills the gap of the research on the supply chain marketing strategy of the community group buying mode.

圖5 Figure 5

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參考文獻(xiàn)：

李秋香,張靜,黃毅敏,等. 2021+基于網(wǎng)絡(luò)外部性的社區(qū)團(tuán)購供應(yīng)鏈營銷策略研究[J]. 中國管理科學(xué), : 1-12.

英文翻譯：Google翻譯。

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