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

Abstract

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

CLC Number:

F272

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.

Figures/Tables 12

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

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

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

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

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Perception of Benefits and Differentiated Membership Strategies of E-commerce Platforms

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