关键词: 社区团购供应链, 多团长服务, 分销模式选择, 定价决策

Abstract: This paper examines a community group buying supply chain involving a supplier, a community group buying platform, and multiple brokers serving community users. It develops supply chain optimization models for two sales formats: reselling and agency selling, and examines the pricing decisions and sales format selections made by both the platform and the supplier. The findings indicate that, first, the retail price increases as the broker’s commission rate increases. When the difficulty of developing potential demand is low, an increase in the number of brokers also results in a higher retail price. However, when the demand potential is more challenging to develop, the opposite effect occurs. Second, the commission rates of both the group buying platform and brokers are crucial factors influencing the sales format selection. If the commission rate of the platform is low, it will favor the resale mode. If the commission rate of the platform is high, the selection will depend on the combined impact of both commission rates. For the supplier, if the commission rate of the platform falls below a certain threshold, the supplier prefers the agency selling format. Otherwise, the supplier’s preference depends on the broker commission rate. Finally, the number of brokers also influences the preferences of both the platform and the supplier.

Key words: community group buying supply chain, multiple broker services, sales format selection, pricing strategy