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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 a unique marketing model formed by the development of e-commerce and social networks. This paper studies the impact of consumer networks on the “merchant-platform” cooperation mechanism in the free trial model. Through the model construction and experimental analysis, it is found that the cost sharing can achieve the supply chain coordination, and the share ratio is the ratio of the business income after the deduction of fees and the handling fee in the formal sales stage. The cost sharing is slightly higher than that of the decentralized ones , But with the decline of the quality, the profit gap between the two businesses is getting smaller and smaller. As the level of effort increases, the cost-sharing business profits show a trend of slow rise and then decline, and the cost sharing is better than decentralization As the network becomes larger and larger, product quality and effort levels are increasingly important to businesses. It provides theory and suggestion to the follow-up consumer network-driven “merchant-platform” cooperation mechanism and marketing practice.