权益感知与电商平台差异化会员策略

doi:10.16381/j.cnki.issn1003-207x.2023.1255

摘要/Abstract

摘要：

为进一步挖掘消费潜力，部分国内电商平台已开始探索差异化付费会员模式。本文研究消费者会员权益感知与电商平台差异化会员策略的相互影响。首先，依据电商平台提供的会员权益，将付费会员分为统一制会员、订单相关权益差异化会员、订单无关权益差异化会员三种类型，然后从消费者角度出发计算会员体量；其次，求解电商平台实施三种会员策略时对于会员费和会员权益价值的最优决策，分析购物折扣、参考效应、额外权益偏好对电商平台的影响，并得到三种会员策略的适用条件。研究发现：统一制会员下，电商平台为了留住消费者，不仅增加购物折扣，而且降低会员费；订单相关权益差异化会员下，电商平台的最优决策取决于消费额；订单无关权益差异化会员下，电商平台的最优决策取决于参考效应和消费者对额外权益的偏好，当额外权益的参考效应系数较小时，基于订单无关权益的差异化策略是更优选择；电商平台从统一制会员转向差异化会员时，不仅要增加会员等级使参考效应发挥作用，而且需改变原会员权益（购物折扣或额外权益价值）设置，实施差异化会员策略才能使电商平台获得更高利润。

关键词: 电商平台, 付费会员, 差异化定价, 差异化权益

Abstract:

In order to further tap the consumption potential， some domestic e-commerce platforms explore differentiated paid membership modes. However， there is a research gap on how to develop differentiated membership strategy.The interaction between consumer perception of membership benefits and differentiated membership strategies of e-commerce platforms is studied in this paper. First， paying members are divided into three differential types based on the member benefits provided by the e-commerce platform： unified membership， differentiated membership with order-related benefits and differentiated membership with order-independent benefits. Second， the membership volume is calculated from the consumers’ perspective. Third， the optimal membership fee and value of membership benefits are solved when the e-commerce platform implements the three membership strategies. Additionally， the impact of shopping discounts， reference effects， and preferences for additional benefits on the e-commerce platform are analyzed， and the conditions under which the three membership strategies perform effectively are identified.The results show that under the unified membership， e-commerce platforms not only increase shopping discounts but also reduce membership fees to retain consumers. Under the differentiated membership with order-related benefits， the optimal decision of the e-commerce platform depends on the amount of consumption. Under the differentiated membership with order-independent benefits， the optimal decision of the e-commerce platform depends on the reference effect and consumers' preference for additional benefits. When the reference effect coefficient of additional benefits is relatively small， the differentiation strategy based on order-independent member benefits is a better choice. When the e-commerce platform changes from unified membership to differentiated membership， it is necessary to add a membership level to make the reference effect play and change the original member benefits （shopping discounts or additional benefit value）， so that differentiated membership can make the e-commerce platform obtain higher profits. These findings can provide suggestions for practitioners to change membership strategies and understand how differentiated membership strategies affect consumer decisions.

Key words: e-commerce platform, paid membership, differentiated pricing, differentiated benefits

中图分类号:

F272

吴江,胡林秀,郑茜. 权益感知与电商平台差异化会员策略[J]. 中国管理科学, 2026, 34(1): 190-199.

Jiang Wu,Linxiu Hu,Xi Zheng. Perception of Benefits and Differentiated Membership Strategies of E-commerce Platforms[J]. Chinese Journal of Management Science, 2026, 34(1): 190-199.

图/表 12

表1

模型符号及说明"

符号	说明
下标
$i$	$i ∈ N, O, I$ 分别表示平台提供统一制会员、订单相关权益差异化会员、订单无关权益差异化会员策略
$j$	$j ∈ 1,2$ 表示会员策略i中的第j类会员
决策变量
$m i j$	策略i中第j类会员单个会员周期内消费者支付的会员费
$R i j$	策略i中第j类会员提供的会员额外权益的价值
参数
$v$	消费者在单个会员周期内的支付意愿
$λ j$	第j类会员提供的会员购物折扣（ $0 < λ < 1$ ）
$q$	单个会员周期内消费者的消费额
$θ j$	消费者对第j类会员提供的额外权益的偏好（ $0 < θ < 1$ ）
$b$	会员费差异产生的参考效应系数
$ρ$	额外权益差异产生的参考效应系数
$β$	订单无关会员权益的成本系数
$D i j$	电商平台选择策略i中第j类会员的会员体量
$π i j$	电商平台选择策略i中第j类会员的利润

表1

图1

表2

O策略下电商平台的最优决策"

决策变量	$q ≥ m 2 - m 1 λ 2 - λ 1$	$q < m 2 - m 1 λ 2 - λ 1$
$m O 1$	$2 β v 02 - 2 q α θ 2 λ 1 + q β v 0 1 + b + 2 α λ 1 + 1 - b 1 - α λ 2 A 2$	$β v 02 1 - 2 b - q θ 2 1 - b 1 + α λ 1 - 1 - α λ 2 - q β v 0 - 2 - α + b 3 + α λ 1 + 1 - b 1 - α λ 2 A 3$
$m O 2$	$β v 02 + q θ 2 1 - α λ 1 - 1 + α λ 2 - q β v 0 1 - α λ 1 - 2 + α + b α λ 2 A 2$	$2 1 - b β v 02 - 2 1 - b q α θ 2 λ 2 + q β v 0 1 - b 1 - α λ 1 + 1 - b + 2 α - 3 b α λ 2 A 3$
$R O$	$θ A 2 2 v 0 + q 1 - α 1 + b λ 1 + 1 - b λ 2$	$θ A 3 1 - b 2 v 0 + q 1 - α λ 1 + λ 2$

表2

表3

I策略下电商平台的最优决策"

决策变量	$ρ ≥ θ 1 R 1 - θ 2 R 2 R 2 - R 1$	$ρ < θ 1 R 1 - θ 2 R 2 R 2 - R 1$
$m I$	$q β λ 1 + α + α ρ v 0 + β v 02 - q α λ ρ + θ 2 2 A 4$	$q β λ 1 + α + α ρ v 0 + β v 02 - q α λ ρ + θ 1 2 A 5$
$R I 1$	0	$v 0 + q λ (1 - α - α ρ) ρ + θ 1 A 5$
$R I 2$	$v 0 + q λ (1 - α - α ρ) ρ + θ 2 A 4$	0

表3

表4

DI， DI1， DI2与λ的正负相关关系"

情形		$D I$	$D I 1$	$D I 2$
$v 0 > ρ + θ 2 2 β 1 + ρ$	$ρ > 1 - α α$	$↓$	$↓$	$↓$
$v 0 > ρ + θ 2 2 β 1 + ρ$	$ρ < 1 - α α$	$↑$	$↑$	$↑$
$v 0 < ρ + θ 2 2 β 1 + ρ$	$ρ > 1 - α α$	$↓$	$↑$	$↓$
$v 0 < ρ + θ 2 2 β 1 + ρ$	$ρ < 1 - α α$	$↑$	$↓$	$↑$

表4

图2

图3

图4

图5

图6

图7

图8

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