本文選題：定向播種策略 + 在線評(píng)論　； 參考：《運(yùn)籌與管理》2017年11期

【摘要】：定向市場(chǎng)播種,即選擇特定的消費(fèi)群體對(duì)其免費(fèi)發(fā)放新產(chǎn)品,由此獲得的在線評(píng)論對(duì)其他潛在消費(fèi)者的購(gòu)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(duì)象,基于Hoteling模型,加入在線評(píng)論對(duì)消費(fèi)者預(yù)期值的影響作用來(lái)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(biāo)與消費(fèi)者對(duì)產(chǎn)品的初始預(yù)期值相關(guān):預(yù)期值較高時(shí),可不播種;預(yù)期值處于中等水平,可選擇均勻播種;預(yù)期值較低時(shí),應(yīng)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(jià)策略;(3)當(dāng)消費(fèi)者初始預(yù)期值與產(chǎn)品不匹配成本發(fā)生變化時(shí),三種播種策略下最優(yōu)的播種比例和定價(jià)策略的調(diào)整方案。研究結(jié)果為探究在線評(píng)論對(duì)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(xué)管理學(xué)院;浙江工業(yè)大學(xué)經(jīng)貿(mào)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金面上項(xiàng)目究(71371149/G0103,71101115,71472146/G0203) 青年科學(xué)基金項(xiàng)目(71701184/G011401) 中央高校基本科研業(yè)務(wù)費(fèi)專項(xiàng)資金資助項(xiàng)目(國(guó)際合作類)
【分類號(hào)】：F274
，

本文編號(hào)：1734955