摘要
在线互动对于提高跨界营销效应具有重要作用。为了理解顾客消费跨界产品背后的逻辑全貌,基于复杂适应系统(CAS)理论构建了在线互动影响下的跨界营销效应的行为模型,应用计算实验方法模拟了企业引导视角下的激励因素、情感引导因素、网络特征及综合引导策略如何通过在线互动对跨界营销效应的演化产生影响。结果表明:激励强度正向影响跨界产品的销量绩效,但对品牌资产绩效作用不明显;情感引导力度对跨界产品销量绩效和品牌资产绩效均有正向影响作用;网络关系有助于跨界产品的扩散及企业品牌资产绩效的提升,但网络规模的作用效果不确定;综合引导策略在整体表现上均优于单一引导策略。研究结论对参与跨界营销的企业提升跨界营销效应具有一定的参考价值。
Online interaction plays an important role in improving the effect of cross‐border marketing.In order to understand the logic behind the customer consumption cross‐border products,based on the complex adaptive system(CAS)theory to build the cross‐border marketing effect under the influence of the online interaction behavior model of computational experiment method was applied to simulate the enterprise guide under the perspective of incentive factors,emotional factors,network characteristics and comprehensive guide the strategy how to through online interaction affect the evolution of the cross‐border marketing effect.The results show that incentive intensity has a positive effect on sales performance of cross‐border products,but has no significant effect on brand equity performance.Emotional guidance has a positive effect on sales performance and brand equity performance of cross‐border products.Network relationship is helpful to the diffusion of cross‐border products and the improvement of brand equity performance,but the effect of network scale is uncertain.The overall performance of comprehensive guiding strategy is better than that of single guiding strategy.The conclusion has certain reference value for enterprises participating in cross‐border marketing to enhance the effect of cross‐border marketing.
作者
黄春萍
文雯
章静敏
王芷若
Huang Chunping;Wen Wen;Zhang Jingmin;Wang Zhiruo(School of Economic and Management,Hebei University of Technology,Tianjin 300401,China)
出处
《技术经济》
CSSCI
北大核心
2022年第5期145-162,共18页
Journal of Technology Economics
基金
河北省创新能力提升计划软科学研究专项“数字化创新联盟驱动的河北省科技型中小企业高质量发展路径研究”(21557654D)
国家自然科学基金青年科学基金“企业社会责任对员工行为影响的跨层次动态机制研究:基于调节焦点理论的视角”(71802069)。
关键词
跨界营销
在线互动
CAS理论
计算实验
crossover marketing
online interaction
complex adaptive system(CAS)theory
computational experiment
