基于在线评论的新产品定向市场播种最优策略研究

发布时间：2018-04-11 07:12

  本文选题：定向播种策略 + 在线评论　； 参考：《运筹与管理》2017年11期

【摘要】：定向市场播种,即选择特定的消费群体对其免费发放新产品,由此获得的在线评论对其他潜在消费者的购买决策有较大的影响作用,但还没有相关研究。以在线销售的新产品为研究对象,基于Hoteling模型,加入在线评论对消费者预期值的影响作用来构建企业最优收益模型,研究垄断厂商最优的定向播种策略。研究结果揭示了(1)最优播种目标与消费者对产品的初始预期值相关:预期值较高时,可不播种;预期值处于中等水平,可选择均匀播种;预期值较低时,应选择高匹配用户播种;(2)三种播种方式下各自的最优播种比例及其定价策略;(3)当消费者初始预期值与产品不匹配成本发生变化时,三种播种策略下最优的播种比例和定价策略的调整方案。研究结果为探究在线评论对播种策略的影响提供了新的研究方向和理论依据。
[Abstract]:Targeted market seeding, that is, selecting specific consumer groups to distribute new products free of charge, the resulting online reviews have a greater impact on the purchase decisions of other potential consumers, but there is no relevant research.Based on the Hoteling model and the effect of online reviews on the expected value of consumers, the optimal profit model is constructed to study the optimal seeding strategy of monopoly firms.The results reveal that the optimal seeding target is related to the initial expected value of the product: when the expected value is high, the seeding can be avoided; the expected value is at the medium level, and the seeding can be chosen evenly; when the expected value is low,The optimal seeding ratio and its pricing strategy should be chosen under the three seeding modes. When the initial expected value of the consumer and the cost of the product mismatch are changed,The optimal sowing ratio and pricing strategy under the three seeding strategies.The results provide a new research direction and theoretical basis for exploring the effect of online reviews on seeding strategies.
【作者单位】： 西安交通大学管理学院;浙江工业大学经贸管理学院;
【基金】：国家自然科学基金面上项目究(71371149/G0103,71101115,71472146/G0203) 青年科学基金项目(71701184/G011401) 中央高校基本科研业务费专项资金资助项目(国际合作类)
【分类号】：F274
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本文编号：1734955