考虑新产品观测与体验特征的播种营销策略研究

Research on seeding marketing strategy considering the observation and experience characteristics of new product

本文研究垄断厂商线上线下分期销售背景下,向消费者发放试用品以消除新产品不确定性,进而通过试用者评价影响其他消费者的播种策略,建立了考虑产品观测特征与体验特征的播种模型,分析了商家在不同定价策略和市场环境下的最优播种量和收益,并进一步对商家决策播种影响力模型展开研究.结果表明:1)商家是否播种与线下目标消费者定位、消费者分布、产品的体验品特性程度有关;2)线下渠道服务全部潜在消费者时播种的益处更明显,且高估值消费者比例越大或产品越倾向于体验品,播种范围应该越大;3)当商家在线下渠道只服务高估值消费者为更优策略时不应播种;4)当商家决策播种影响力且线下服务全部消费者时,商品越倾向体验品,越有动机提高影响力并减少播种量来增加受播种影响的消费者.

Under the background of online and offline phased sales,this paper studies the seeding strategy of a monopoly seller who eliminates consumers'uncertainty about new product and influences other consumers through ratings by distributing free trial.This paper establishes a seeding model considering the product's observation and experience characteristics,analyzes the optimal seeding amount and income of seller under different pricing strategies and market environments,and further studies the model of seller controlling seeding influence.The results show that:1)whether the seller seeds or not is related to the positioning of offline target consumers,the distribution of consumers,and the proportion of experience characteristics;2)the benefit of seeding is more obvious when serving all potential consumers offline,and the larger the proportion of consumers with high value or the more products tend to experience products,the larger the seeding scope should be;3)the seller shouldn't seed when serving only high valued consumers offline better;4)when seller decide the seeding influence and serve all consumers offline,the more product tends to experience good,the more motivated the seller is to improve influence and reduce seeding to increase the consumers affected by seeding.