本文選題：定向播種策略 + 在線評論��； 參考：《運籌與管理》2017年11期

【摘要】：定向市場播種,即選擇特定的消費群體對其免費發(fā)放新產(chǎn)品,由此獲得的在線評論對其他潛在消費者的購買決策有較大的影響作用,但還沒有相關(guān)研究。以在線銷售的新產(chǎn)品為研究對象,基于Hoteling模型,加入在線評論對消費者預期值的影響作用來構(gòu)建企業(yè)最優(yōu)收益模型,研究壟斷廠商最優(yōu)的定向播種策略。研究結(jié)果揭示了(1)最優(yōu)播種目標與消費者對產(chǎn)品的初始預期值相關(guān):預期值較高時,可不播種;預期值處于中等水平,可選擇均勻播種;預期值較低時,應選擇高匹配用戶播種;(2)三種播種方式下各自的最優(yōu)播種比例及其定價策略;(3)當消費者初始預期值與產(chǎn)品不匹配成本發(fā)生變化時,三種播種策略下最優(yōu)的播種比例和定價策略的調(diào)整方案。研究結(jié)果為探究在線評論對播種策略的影響提供了新的研究方向和理論依據(jù)。
[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.
【作者單位】： 西安交通大學管理學院;浙江工業(yè)大學經(jīng)貿(mào)管理學院;
【基金】：國家自然科學基金面上項目究(71371149/G0103,71101115,71472146/G0203) 青年科學基金項目(71701184/G011401) 中央高�；究蒲袠I(yè)務費專項資金資助項目(國際合作類)
【分類號】：F274
，

本文編號：1734955