摘要
针对新产品销售的免费试用和预售模式,研究了在线评论对产品上市模式策略选择的影响。基于消费者效用理论,利用Hotelling模型,构建了平台企业的产品两阶段销售收益模型,分析了在线评论、产品成本、消费者对产品质量期望等因素对产品定价及产品上市模式选择策略的影响机理。研究结果表明:产品在线评论的构成和更新将会影响平台企业的利润;产品成本和好评率较低时,预售模式为最优策略;产品成本较低、好评率较高时,免费试用模式为最优策略;产品成本较高时,企业提供的产品免费试用数量将减少,随着产品成本的提高,预售模式将成为最优策略。
Aiming at the free trial and pre-sale models of new products,this paper studies the influences of online reviews on the strategy selection of product launch mode.Based on consumer utility theory and Hotelling model,this paper constructs a two-stage sales revenue model for platform enterprises,and analyzes the influence mechanism of online reviews,product costs,and consumer expectations on product quality,product pricing and product launch mode selection.The results show that the composition and update of online product reviews will affect the profits of platform enterprises;When the product cost and praise rate are low,presale model is the optimal strategy;When the product cost is low and the praise rate is high,the free trial mode is the optimal strategy.When the product cost is high,the number of free trial products provided by enterprises will decrease.With the increase of product cost,presale mode will become the optimal strategy.
作者
刘旭旺
王骏嘉
齐微
雒兴刚
LIU Xu-wang;WANG Jun-jia;QI Wei;LUO Xing-gang(Institute of Management Science and Engineering,Henan University,Kaifeng 475000,China;Business School,Henan University,Kaifeng 475000 China;School of Management,Hangzhou Dianzi University,Hangzhou 310018,China)
出处
《系统工程》
CSSCI
CSCD
北大核心
2023年第5期135-143,共9页
Systems Engineering
基金
国家自然科学基金资助项目(72001071,71601071)
教育部人文社科基金资助项目(21YJA630061)
河南省高校科技创新人才支持计划项目(2021-CX-004)。
作者简介
刘旭旺(1983-),男,河南漯河人,教授,博士生导师,研究方向:复杂系统建模与优化,运营管理;王骏嘉(1996-),男,河南南阳人,研究方向:电子商务;雒兴刚(1971-),男,新疆奇台人,教授,博士生导师,研究方向:产品与服务开发,运作管理,质量管理等;通信作者:齐微(1986-),女,辽宁铁岭人,副教授,研究方向:新产品开发,建模与优化。
