考虑网络效应的营销资源分配问题研究

The Study of Marketing Resource Allocation Problems Considering Network Effects

多平台产品销售的市场环境,为企业的产品销售和运营决策带来了新的挑战。鉴于产品销售中平台间的相互影响引入的问题复杂性,系统动力学方法被用于建立问题模型,并通过仿真研究产品的销售情况。在仿真分析的基础上,继续对企业产品口碑营销中的营销资源分配问题进行了研究。研究结果表明,企业从多个平台中挑选一个平台,而不是多个平台同时实施营销努力是更加有效的方式;企业应选择注册用户数量更多的平台,或者选择与其他平台相互影响更显著的平台。

Product selling on multi-platform introduces new challenge for firms′marketing strategies and operations management.Since interaction between platforms was heterogeneous and difficult to model,system dynamics approach was proposed to address the problem.Through simulation analysis of the system dynamic model,impact of word-of-mouth marketing and interaction between platforms were discussed.Furthermore,marketing resource allocation problems were studied.According to the results of data envelopment analysis for the alternative solutions,it is efficient for company to choose only one platform to take sales efforts instead of several platforms simultaneously.More importantly,the platform with more registered users,or with greater influence on other platforms should be chosen as the target platform to take sales efforts.