基于社交网络同侪影响的产品线规划与协调研究

With rapid development and pervasive connectivity of the Internet and social media, customers become more interconnected and informed when they make product choices. They consider not only the attributes of the products but also the preferences of other customers, such as peers. So there are many new products coming to the market that they are no longer islands of their own to fulfill self-contained functionality. A modern product works not only because of its inherent industrial and interface design, but also because of the social networks in which it “lives”. Facing the opportunities and challenges, it is important for firms to benefit from such information with appropriate marketing and product design strategies by product line planning. This research aims to examine the theoretical foundation of integrating peer influence of social networks in product line planning and coordination. The objective is to create mathematical models of optimal product line decisions with quantification and evaluation of social network effects. This research will propose and validate a variety of new methods for understanding how peer influence of one’s social networks affects one’s preference and choice behavior under uncertainty, including: (1) Modeling peer influence of social networks in choice decision making by formulating changes of hurdle utilities in a share-of-choice product line planning model; (2) Improving preference utility models with a prospect-theoretic measure that accounts for risk attitudes towards peer influence; and (3) Leveraging marketing and engineering concerns in product line planning by equilibrium solutions of a leader-follower joint optimization model.

当今迅猛发展并无处不在的互联网和社交媒体使消费者之间更容易进行信息沟通，因此在进行产品选择时消费者不仅考虑产品本身的属性，还要参考同侪等其他消费者的偏好。因而许多新产品已不再局限于自身领域以实现单独功能，其使用不仅依赖于工业和接口设计，还要基于各种社交网络。面对此机遇和挑战，企业应利用这些社交网络信息通过产品线规划制定出恰当的营销和产品设计策略。本课题旨在探讨基于社交网络同侪影响的产品线规划及协调理论框架，在量化和评价社交网络效应的基础上构建最优产品线决策模型，进而研究不确定性环境下社交网络同侪影响对消费者偏好和选择行为的影响机理：(1)针对产品线规划SOC模型采用消费者基准效用及其偏好权重的修正值描述社交网络同侪影响效应;(2)综合面向同侪影响的消费者风险态度采用前景理论修正偏好效用模型;(3)采用leader-follower联合优化模型的均衡解权衡产品线规划中营销和设计协调问题。

本课题在系统梳理社交网络、同侪影响、产品线设计与规划等相关文献的基础上，探讨了社交网络同侪影响的概念界定、测量及其对消费者偏好和选择行为的影响机理，通过系统分析消费者、领先用户、供应商等在产品线设计中的重要作用，从设计和营销两个维度构建了基于社交网络同侪影响的产品线规划及协调理论框架，在量化和评价社交网络效应的基础上构建最优产品线决策模型。.1）社交网络、同侪影响、产品线设计与规划的文献综述。包括：同侪影响的内涵、产生机理及其在管理学中的研究展望——基于社交网络情境；社会化媒体情境下用户参与创新研究综述；设计思维起源与发展历程研究综述；产品线研究热点变迁、趋势分析及未来研究展望（1978-2019）；数字经济背景下产品线设计研究机遇、挑战及研究展望。.2）社交网络同侪影响的概念界定、测量及其对消费者偏好和选择行为的影响机理研究（营销维度）。包括：社交网络同侪影响的测量与影响因素；社交网络情境下的新产品扩散机理研究——基于同侪影响的产生过程；社交网络情境下新产品扩散中的“鸿沟”跨越研究——早期采用者对早期大众采纳意愿的同侪影响；产品信息、预设同侪反应与购买意愿——基于社交网络情境；同侪影响、学习投入与自律学习平台采纳意愿。.3）不同主体参与产品设计对消费者选择行为的影响研究（设计维度）。包括：设计思维概念模型——基于扎根理论方法的研究；基于扎根理论的产品设计对用户感知的影响机理研究；创新社区中的领先用户识别；创新社区中用户群体创新行为因何而产生？——基于同侪影响的视角；顾客参与新产品开发：社会化媒体和企业能力的促进作用；供应商参与新产品设计：社交媒体使用与企业能力的调节作用；过程反馈如何影响用户参与？来自在线设计众包竞赛的证据。.4）社交网络情境下产品线规划中营销与设计协调建模。包括：社交网络情境下考虑同侪影响的产品线规划的双层决策系统模型；基于前景理论的消费者风险偏好及选择行为；基于营销与设计维度的双层规划模型。