Research on pricing mechanism of web-based group-buying of restaurant business

This paper studies the pricing model of web-based group-buying of restaurant business. The mathematical model considers different consumers including loyal customer and random customers, and two selling channel which are individual-buying and group-buying channel. Since the group-buying channel has great price advantage, so some loyal customer choose the group-buying channel instead of individual-buying channel, which is trade-off. The hunger marketing of restaurant is taken into consideration in the modeling, which is provide inadequate group-buying menu in order to rise the restaurant consuming. The optimal price is solved in analytic form, and the optimal hunger degree is proved exist and solved in numerical form. The sensitive of hunger degree of hunger marketing to the restaurant profit is studied.