针对考虑竞争因素的团购平台团购价格与销售努力的决策问题,考虑消费者为价格敏感和销售努力水平敏感,依据Hotelling模型构建消费者效用函数,得出网络团购平台的最优销售策略,采用MATLAB软件分析参数对最优策略的影响。研究结果表明:消费者对网络团购平台的感知价值、价格敏感程度、销售努力水平、单位选择性损失和网络团购平台佣金比例均在不同程度上影响网络团购平台的利润,并据此提出网络团购平台应加强品牌建设、关注消费者行为以及确定合理佣金比例的政策性建议。 Considering that consumers are sensitive to the price sensitivity and sales effort, the paper constructs the consumer utility function based on Hotelling model and gets the optimal sales strategy of online buy platform. Influence of Software Analysis Parameters on Optimal Strategy. The results show that: consumers’ perceived value, price sensitivity, sales effort, unit selective loss and commission ratio of online shopping platform all influence the profit of online shopping platform to varying degrees, and propose online buyout Platform should strengthen brand building, consumer behavior and determine the proportion of reasonable commission policy recommendations.