消费者预算约束对推荐奖励策略的影响研究

发布时间：2018-04-09 16:10

本文选题：推荐奖励策略　切入点：预算约束　出处：《管理科学学报》2017年08期

【摘要】：在社会化商务研究中,大多数研究考虑消费者的购买意愿对企业决策的影响,很少有文献探讨消费者的资金不足时对企业开展在线营销活动效果的影响.本文讨论了当消费者消费预算有约束情况下,在线企业采用推荐奖励策略对营销效果的影响.首先建立了销售企业、已有顾客、已有顾客的朋友(潜在顾客)三者之间的博弈模型,其中假设朋友的预算是私有信息,企业和已有顾客不知道该信息.通过对博弈模型的求解,发现当朋友存在预算约束时,企业采用高价格、高奖励的推荐奖励策略并不总是有效;当潜在顾客(朋友)对产品的购买意愿处于中间状态时,只有其预算偏高时,企业采取推荐奖励策略才能获得更高的利润.此外,在基本推荐奖励策略的基础上,拓展企业提供融资策略以及考虑朋友对推荐奖励反感程度的情况.研究发现,融资成本较高时,融资和奖励之间存在相互替代效果,但融资成本较低时,与融资效果与消费者的购买意愿程度相关;当潜在消费者对推荐策略存在反感时,企业仍存在一定的赢利空间.研究结果对在线企业开展推荐奖励策略的实践具有参考价值.
[Abstract]:In the research of socialized business, most studies consider the influence of consumers' purchase intention on enterprises' decision, and there are few literatures to discuss the influence of consumers' insufficient funds on the effect of enterprises' online marketing activities.This paper discusses the effect of recommendation incentive strategy on marketing effect when consumer consumption budget is constrained.First, a game model is established between the sales enterprise, the existing customer and the friend (potential customer) of the existing customer, which assumes that the budget of the friend is private information, which is unknown to the enterprise and the existing customer.By solving the game model, it is found that when a friend has budget constraints, the recommended incentive strategy of high price and high reward is not always effective, and when the potential customer (friend) is in the middle of the purchase intention of the product,Only when its budget is on the high side, companies can make higher profits by adopting recommended incentives.In addition, on the basis of the basic recommendation incentive strategy, we expand the financing strategy and consider the degree of aversion of the friends to the recommendation reward.The enterprise still has certain profit space.The results have reference value for the practice of recommendation and reward strategy in online enterprises.
【作者单位】：北京航空航天大学经济管理学院;复旦大学管理学院;
【基金】：国家自然科学基金资助项目(71671011;71672042;71332003)
【分类号】：F274

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