期刊文献+
任意字段
题名或关键词
题名
关键词
文摘
作者
第一作者
机构
刊名
分类号
参考文献
作者简介
基金资助
栏目信息

基于点评网用户数量的促销策略 被引量：2

Promotion Strategy Based on the Number of Users of Online Consumers' Opinion Platform
下载PDF
导出
摘要 构建了一个基于点评网促销的博弈模型,分析了利润和促销价格同点评网用户数量之间的关系。研究发现,通过点评网促销能获利的用户数应该满足的条件,并在此基础上,为企业基于点评网的促销实践提出了策略建议。 Promotion is one of the most effective marketing tools.Corporations always try their best to reach more people while they are promoting some goods.So they will choose the media which has more audience if possible.Promotion on online consumers＇ opinion platform is a new phenomenon.Should the corporation choose the platform which has more users？ The answer is NO.This paper discovered the conditions which enables corporation to make profit by promotion.The managerial impact has also been discussed.
作者 杨升荣 徐飞 陈洁
机构地区 上海交通大学安泰经济与管理学院
出处 《系统管理学报》 北大核心 2009年第3期320-324,共5页 Journal of Systems & Management
基金 国家自然科学基金资助项目(70672076) 国家自然科学基金重点资助项目(70832004)
关键词 促销 点评网 利润 用户数量 promotion online consumers＇ opinion platform profit number of users
分类号 C931.2 [经济管理—管理学]
  • 相关文献

参考文献12

  • 1Jang H Y, Ko I S, Koh J. The influence of online brand community characteristics on community commitment and brand loyalty[C]//Proceedings of the 40 th Hawaii International Conference on System Sciences. Hawaii: IEEE, 2007:1530-1540.
  • 2Senecal S, Nantel J. The influence of online product recommendations on consumers' online choices [J]. Journal of Retailing, 2004, 80 : 159-169.
  • 3Hu N, Liu L, Zhang J. Analyst forecast revision and market sales discovery of online word of mouth[C]//Proceedings of the 40th Hawaii International Conference on System Sciences. Hawaii: IEEE, 2007 :1531- 1541.
  • 4Mayzlin D. Promotional chat on the internet [J]. Marketing Science, 2006, 25(2): 155-163.
  • 5Sun B. Promotion effect on endogenous consumption [J]. Marketing Science, 2005, 24(3):430-443.
  • 6Park D H, Lee J, Han I. The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement[J]. International Journal of Electronic Commerce, 2007, 11 (4) :125- 148.
  • 7Varian H R. A model of sales[J]. The American Economic Review, 1980, 70(4) :651-659.
  • 8Narasimhan C. Competitive promotional strategies[J]. The Journal of Business, 1988, 60(4) :427-449.
  • 9Chen Y, Iyer G, Padmanabhan V. Referral infomediaries[J]. Marketing Science, 2002, 21(4):412-434.
  • 10金立印.网络口碑信息对消费者购买决策的影响：一个实验研究[J].经济管理,2007,33(22):36-42. 被引量：219

二级参考文献8

  • 1Hennig-Thurau T., Gwinner K.P., Walsh G. and Gremler D.D. Electronic Word-of-mouth Via Consumeropinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? [J]. Journal of Interactive Marketing, 2004, 18,(1): 38-52.
  • 2Brister J.M. Word of Mouth Communication and Their Effects in Consumer Network [J]. Advances in Consumer Research, 1991, 18:155-169.
  • 3Skowronski J.J. and D.E. Calston. Negativity and Extremity in Impression Formation: A Review of Explanations [J]. Psychological Bulletin, 1989, 105,(January): 131-142.
  • 4Ahluwalia Rohini, Robert E. Burnkrant, and H. Rao Unnava. Consumer Response to Negative Publicity: The Moderating Role of Commitment [J]. Journal of Marketing Research, 2000, 37,(May): 97-108.
  • 5Holbrook M.B. Beyond Attitude Structure [J]. Journal of Marketing Research, 1978,(15)..546-556.
  • 6Zaichkowsky J.L. Measuring the Involvement Construct [J]. Journal of Consumer Research, 1985,(12): 341-352.
  • 7Hawkins D.J., Roger J.B., and Kermeth A.C. Consumer Behavior: Building Marketing Strategy, 7th [M]. NY: McGraw-Hill, 1998.
  • 8Helm S. Viral Marketing: Establishing Customer Relationships by Word-of-mouse[J]. Electronic Markets, 2000, 10,(3): 159-16.

共引文献218

同被引文献44

  • 1齐善鸿,刘明,吕波.精神激励的内在逻辑及操作模式[J].科技管理研究,2007,27(7):137-139. 被引量：19
  • 2Buttle F A. Word of mouth: Understanding and managing referral marketing[J]. Journal of Strategic Marketing, 1998, 6(3): 241-254.
  • 3Lamb R, Kling R. Reconeeptualizing users as social actors in information systems research [J]. MIS Quarterly, 2003, 27(2): 197-236.
  • 4Wellman B. Computer networks as social networks [J]. Science, 2001, 293(5537): 2031-2034.
  • 5Cho H, Gay, G, Davidson B, etal. Social networks, communication styles, and learning performance in a CSCL community [J].Computers & Education, 2007, 49(2): 309-329.
  • 6Dellarocas C. The digitization of word of mouth: Promise and challenges of online feedback meehanisms [J]. Management Science, 2003, 49 (10) : 1407-1424.
  • 7Archak N, Ghose A, Ipeirotis P G. Deriving the pricing power of product features by mining consumer reviews [J]. Management Science, 2011, 57 (8) : 1485-1509.
  • 8Henrieh J, Boyd R, Bowles S, et al. In search of homo economicus: Behavioral experiments in 15small-scale societies [J]. The American Economic Review, 2001, 91(2): 73-78.
  • 9Granovetter M S. The strength of weak ties [J]. American Journal of Sociology, 1973, 78 (6) : 1360- 1380.
  • 10Rogers E M. Georg Simmel's concept of the stranger and intercultural communication research [ J ]. Communication Theory, 2006, 9(1): 58-74.

引证文献2

二级引证文献6

系统管理学报
2009年 第3期

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部