摘要
免费试用是电子商务与社交网络发展形成的独特的营销模式,本文研究消费者网络对免费试用模式中"商家—平台"合作机制的影响。通过模型构建和试验分析发现:成本共担可以实现供应链协调,分担比例为正式销售阶段扣除手续费后的商家收入与手续费之比;成本共担式与分散式相比商家的利润稍高,但随着质量的下降,两种情况下的商家利润差距越来越小;随着努力水平的增加,成本共担式商家利润呈现缓慢上升后下降的趋势,且成本共担式优于分散式;随着网络规模逐渐变大,产品质量与努力水平对商家越来越重要。对后续消费者网络驱动的"商家-平台"合作机制及营销实践提供了理论和建议。
The free Trial is the new online business model which combines e-commerce and online social networks together,the impact of consumer network on the ' business- platform' cooperation mechanism of trial products is researched.Suggestions are made based on the model construction and experimental analysis:Supply chain coordination is achieved in cost-sharing contract,cost-sharing percentage equals to the proportion of commissions deducted revenue divide by commissions in the officially selling period.Businesses profit is higherin cost-sharing contract than in decentralized contract,businesses profit gap become smaller between this two contracts with the decline in product quality.With the increase of effort degree,businesses profit increase slowly in the beginning and dropping in the later,and the cost-sharing is better than the decentralized contract.With the increase of network scale,the quality and effort degree is being more and more important.Theoretical and suggestions are provided for'business- platform'cooperation and marketing practical driven by consumer network.
出处
《中国管理科学》
CSSCI
北大核心
2016年第2期76-83,共8页
Chinese Journal of Management Science
基金
中国工程院信息与电子工程部咨询研究项目(2013-XX-03)
关键词
试用产品
电子商务
消费者网络
社会传染
供应链协调
trial products
e-commerce
consumer network
social contagion
supply chain coordination
