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今天小编为大家带来文章：80研读分享论文6-2：精读期刊论文-《基于网络外部性的社区团购供应链营销策略研究》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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今日内容摘要Abstract：

阅读并分析来自中国管理科学期刊的中文论文《基于网络外部性的社区团购供应链营销策略研究》中引言部分的写作。

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（图1），作者从社区团购的流程来解释这个名词，第一段除了举现实案例说明解释研究对象，还用了最近两年的相关研究数据来展示社区团购的发展情况和态势。第二段从学术的角度主要介绍社区团购的主要作用和特点，以团长为切入点。作者先是说明团长在社区团购中的主要作用和天然优势，结合招商证券的分析数据体现社区团购对于团长特别是头部团长的依赖性，顺势切入论文标题的第一个题眼——团长营销努力水平。除了团长对社区团购的优势加持，社区团购模式本身也具有网络外部性的优势，这是标题的第二个题眼。

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.

图1 Figure 1

文献综述分为三个方面，首先对社区团购的文献很少，作者追溯到社区团购的基础模式——网络团购的文献（图2）。研究发现，这类文献一类是从消费者的角度分析其自身因素和外部因素对消费者购买意愿或商家团购决策的影响，另一类是从商家的角度研究商家如何设置商品团购价格、团购模式以及营销策略等。已有的文献中缺乏对社区团购这种新模式的定性定量的研究，作者受张京敏等学者关于社区团购激励模型的研究的影响和启发，为本文研究奠定基础。

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.

图2 Figure 2

文献综述的第二方面与网络外部性有关（图3）。网络外部性是一种产品或服务对消费者的价值会随着使用该产品或服务的用户数量的变化而变化。消费者是社区团购供应链中的一环，消费者具有的一些行为和心理特点会影响整个供应链，社区团购因此具有网络外部性。研究文献方面，作者参考了最早研究网络外部性的文献，以及几篇最新的研究网络外部性对市场销量、定价、销售渠道、绿色产品创新等的影响文献。结合网络外部性来研究社区团购供应链的销售选择决策是本文的创新点之一。

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.

图3 Figure 3

文献综述的第三方面是供应链营销努力（图4）。这部分的文献主要有两类，一类是分析供应链主题企业广告合作的努力水平；另一类文献是从销售努力对供应链协调的影响，作者的思路是：要实现最优的销售努力水平，要采取怎样的协调策略。参考的文献中采用的协调策略分别是目标返利和退货合同的设计、回购合约的设置。

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.

图4 Figure 4

通过分析三方面的文献，总结过往研究的成果和不足。在引言的最后一段中提出论文的研究创新点所在（图5）。首先是研究对象的创新性以及研究采用定性与定量相结合的方法；其次是结合理论和现实情况，将网络外部性因素带入社区团购供应链中去研究，丰富了网络外部性方面的研究文献，也具有一定的现实意义；最后，定量地探讨了社区团购供应链的销售策略如何受网络外部性因素的影响，填补了了社区团购模式在供应链营销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.

图5 Figure 5

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参考文献：

李秋香,张静,黄毅敏,等. 2021+基于网络外部性的社区团购供应链营销策略研究[J]. 中国管理科学, : 1-12.

英文翻译：Google翻译。

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