團購訂價及生產模式的經濟分析

團購是近年來很流行的消費模式，廠商使用團購機制可以有許多功能，例如：增加消費者對商品的資訊、降低對未來需求的不確定、減少損失成本的風險，由此可知，團購比起傳統固定價格機制能獲得更多優勢。本文在探討團購除了幫助廠商解決需求不確定因素外，廠商透過價格發現機制並加入兩種生產成本進去探討後，可以針對需求人數高低使用不同生產方式。而研究發現當需求人數及變動成本差距越大，團購訂價越容易成立，此外隨著消費人數的增加，固定成本會增加，變動成本也會跟著降低。但本文也發現當固定成本太大時，團購反而讓廠商利潤降低。因此成本因素也是廠商進行團購時可能會發生的阻礙。

關鍵字

團購；價格發現機制；需求不確定性；成本

並列摘要

Group-Buying is the very popular consumption pattern in recent years that include many functions. For example, group-buying increase the information for consumers, reduce the demand uncertainty for future and let the cost down. Therefore, group-buying have more benefits than traditional fixed-price mechanism. This paper have two focal points, first of all we want to solve demand uncertainty. Secondly, we add two production costs and then we follow different demand processes to use different way of production. Group-Buying is the very popular consumption pattern in recent years that include many functions. For example, group-buying increase the information for consumers, reduce the demand uncertainty for future and let the cost down. Therefore, group-buying have more benefits than traditional fixed-price mechanism. This paper have two focal points, first of all we want to solve demand uncertainty. Secondly, we add two production costs and then we follow different demand processes to use different way of production. The study find when the demand and variable-cost are greater gap, the more likely group-buying pricing can be established. Besides, if the demand is higher, the firm’s fixed cost will higher than before and the variable-cost is cut down. But we also find when the fixed-cost is too high, Group-Buying have possible to make the firm’s profit lower. Therefore we find the cost of production is the Group-Buying’s problem of firm.