Social media and consumer behavior are increasingly important in business nowadays. As a new form of advertising, social media do facilitate the increase in demand and bring a challenge to manufactures. While research...Social media and consumer behavior are increasingly important in business nowadays. As a new form of advertising, social media do facilitate the increase in demand and bring a challenge to manufactures. While researchers demonstrated that insufficient capacity generates the loss in the process of sales, an opposite conclusion has been obtained that the profit is larger in insufficient capacity.This study investigates this situation of a manufacturer. We develop a multi period model of insufficient capacity concerning with social media and consumer behavior. An calculation of the model indicates that a great change appears in the demand of each period. To ensure the maximum profit, the capacity of each period is computed. And the profit is almost 8 times larger than that we do not consider social media and consumer behavior. We discuss the implications of our findings for both theory and practice.展开更多
基金supported in part by the Humanities and Social Science Talent Plan of Shaanxi Provincethe National Natural Science Foundation of China under Grant 71101113+2 种基金the Ministry of Education,Humanities and Social Science Foundation Program 16YJC630095the Soft Science Research Project of Xi’an under Grant SF1502-3the Fundamental Research Funds for the Central Universities of China under the Grant JB160614
文摘Social media and consumer behavior are increasingly important in business nowadays. As a new form of advertising, social media do facilitate the increase in demand and bring a challenge to manufactures. While researchers demonstrated that insufficient capacity generates the loss in the process of sales, an opposite conclusion has been obtained that the profit is larger in insufficient capacity.This study investigates this situation of a manufacturer. We develop a multi period model of insufficient capacity concerning with social media and consumer behavior. An calculation of the model indicates that a great change appears in the demand of each period. To ensure the maximum profit, the capacity of each period is computed. And the profit is almost 8 times larger than that we do not consider social media and consumer behavior. We discuss the implications of our findings for both theory and practice.
