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

摘要： 基于多团长为社区用户提供服务的情景，以供应商、社区团购平台和多团长构成的供应链为研究对象，构建了转售和代理两种模式下供应链成员决策优化模型，探讨了平台及供应商的定价决策与分销模式选择。研究表明：首先，零售价随团长佣金率的提高而上升；当潜在需求开发难度较小时，团长数量的增加会导致零售价提高，而当潜在需求开发难度较大时则相反。其次，平台佣金率与团长佣金率是影响模式选择的重要因素。当平台佣金率较低时，平台会选择转售模式，否则平台的选择取决于两种佣金率的综合影响。对于供应商而言，当平台佣金率低于某一阈值时，供应商更希望平台选择代理模式，否则供应商的偏好取决于团长佣金率。最后，团长数量也会影响平台与供应商的模式偏好。

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