社会网络互动下企业产品定价、促销和库存机制设计

With the rapid development of the Internet economy and the social media interaction, the traditional marketing pattern faces dual pressures, including consumer demand personalization and dominant positions, companies need to adopt new network marketing patterns to explore the interaction of social networks on the purchasing psychology and behavior of customers, and make a correct understanding of the impacts of asymmetry and effectively motivate recommend behaviors of the customers. The project focuses on five issues: From the perspective of firm marketing, promotion, pricing and inventory mechanism design problems are explored based on four kinds of consumer interactions, word of mouth, observation learning, group buying and recommend incentives; From the perspective of consumer behavior, the effects of consumer behavior on the promotion and pricing of the firm are discussed; From the perspective of the consumer incentive, the firm’s incentive mechanism design problem is explored; From a dynamic perspective, how the firm developing a suitable marketing strategy by means of the consumer behavior and interactive dynamic evolution is addressed; From the perspective of the customer interaction, the evolvement rule of the above four kinds of interactions and their effects on customer buying behavior are conducted by empirical studies. The results of the research will improve the social network marketing theory and provide a theoretical basis for the marketing and operations of the firm under social interactions.

随着互联网经济和社会网络互动媒体的飞速发展，传统的营销模式面临着消费者需求个性化以及地位主导化的双重压力，企业需要采用新的网络营销模式探索社会网络互动对顾客购买心理和行为的影响，正确地理解营销过程中信息的非对称性以及有效地激励顾客的推荐行为。本项目重点研究五个方面的问题：从企业营销视角出发，探讨基于四种消费者互动形式—网络口碑、观察学习、团购和顾客推荐奖励的企业促销、定价和库存机制设计问题；从消费者行为视角出发，研究消费者行为演化对企业促销和定价机制设计的影响；从消费者激励视角出发，探索企业采用激励机制鼓励消费者互动，达到利益最大化；从动态视角出发，研究企业如何根据消费者互动的动态演化制定柔性合理的营销策略；从消费者互动视角出发，用实证的方法验证上述四种互动形式演化规律及对消费者购买行为和企业决策的影响；本课题研究成果将完善社会网络营销理论，并为社会网络互动下的企业营销提供理论依据。

随着互联网经济和社会网络互动媒体的飞速发展，传统的营销模式面临着消费者需求个性化以及地位主导化的双重压力，企业需要采用新的网络营销模式探索社会网络互动对顾客购买心理和行为的影响，正确地理解营销过程中信息的非对称性以及有效地激励顾客的推荐行为。本项目重点研究五个方面的问题：从企业营销视角出发，探讨基于四种消费者互动形式—网络口碑、观察学习、团购和顾客推荐奖励的企业促销、定价和库存机制设计问题；从消费者行为视角出发，研究消费者行为演化对企业促销和定价机制设计的影响；从消费者激励视角出发，探索企业采用激励机制鼓励消费者互动，达到利益最大化；从动态视角出发，研究企业如何根据消费者互动的动态演化制定柔性合理的营销策略；从消费者互动视角出发，用实证的方法验证上述四种互动形式演化规律及对消费者购买行为和企业决策的影响；本课题研究成果将完善社会网络营销理论，并为社会网络互动下的企业营销提供理论依据。