本文選題：推薦獎勵策略　切入點(diǎn)：預(yù)算約束　出處：《管理科學(xué)學(xué)報》2017年08期

【摘要】：在社會化商務(wù)研究中,大多數(shù)研究考慮消費(fèi)者的購買意愿對企業(yè)決策的影響,很少有文獻(xiàn)探討消費(fèi)者的資金不足時對企業(yè)開展在線營銷活動效果的影響.本文討論了當(dāng)消費(fèi)者消費(fèi)預(yù)算有約束情況下,在線企業(yè)采用推薦獎勵策略對營銷效果的影響.首先建立了銷售企業(yè)、已有顧客、已有顧客的朋友(潛在顧客)三者之間的博弈模型,其中假設(shè)朋友的預(yù)算是私有信息,企業(yè)和已有顧客不知道該信息.通過對博弈模型的求解,發(fā)現(xiàn)當(dāng)朋友存在預(yù)算約束時,企業(yè)采用高價格、高獎勵的推薦獎勵策略并不總是有效;當(dāng)潛在顧客(朋友)對產(chǎn)品的購買意愿處于中間狀態(tài)時,只有其預(yù)算偏高時,企業(yè)采取推薦獎勵策略才能獲得更高的利潤.此外,在基本推薦獎勵策略的基礎(chǔ)上,拓展企業(yè)提供融資策略以及考慮朋友對推薦獎勵反感程度的情況.研究發(fā)現(xiàn),融資成本較高時,融資和獎勵之間存在相互替代效果,但融資成本較低時,與融資效果與消費(fèi)者的購買意愿程度相關(guān);當(dāng)潛在消費(fèi)者對推薦策略存在反感時,企業(yè)仍存在一定的贏利空間.研究結(jié)果對在線企業(yè)開展推薦獎勵策略的實(shí)踐具有參考價值.
[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.
【作者單位】： 北京航空航天大學(xué)經(jīng)濟(jì)管理學(xué)院;復(fù)旦大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目(71671011;71672042;71332003)
【分類號】：F274

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