运筹与管理2017，Vol.26Issue(11)：15-25,11.DOI:10.12005/orms.2017.0255
基于在线评论的新产品定向市场播种最优策略研究
Optimal Targeted Seeding Strategy for a New Product Based on Online Ratings
摘要
Abstract
Potential customers may underrate the real value of a new product.However,the expected value can be affected by the other customers' ratings and the online ratings are the most convenient information which customers can achieve,especially for the online products.So the enterprises want to gain a considerable amount of online reviews in a short time to increase the expected value of a new product.Seeding—giving away free new products—has been a very popular program to enhance the expected value.Choosing a proper type of consumers can help enhance the quality of the ratings.However,seeding programs not only decrease the demand especially for the one-purchase product but also increase cost.So the optimal seeding strategies need to be studied.Based on the hoteling model and the effect of online ratings,this paper explores three seeding patterns(no seeding,union seeding and seeding the highly-matched customers) and conducts the optimal seeding strategy,including the optimal seeding size—the percentage of the market to seed—and pricing strategy to maximizing profit.The results help enterprises choose the optimal seeding pattern and the corresponding seeding strategies (seeding size and pricing strategies),and then give the adjustment seeding strategies when the initial expected value of a new product or the travel cost is changed.The results show that when the expectation of the potential customers is high,seeding is not the best choice;when the initial expected value of a new product is at upper middle level,the enterprise can choose union seeding;when the initial expected value of a new product is low,seed the highly-matched customers.When the initial expected value of a new product or the travel cost is changed,the adjusted seeding strategies are showed in the end of the paper.Meanwhile,according to the adjusted seeding strategies,we find that improving initial expected value of a new product and unit travel cost both contribute the enterprises' profit.关键词
定向播种策略/在线评论/Hoteling模型/定价策略Key words
target seeding strategy/online ratings/hoteling model/pricing strategy分类
管理科学引用本文复制引用
崔芳,崔文田,林军,曹欢欢..基于在线评论的新产品定向市场播种最优策略研究[J].运筹与管理,2017,26(11):15-25,11.基金项目
国家自然科学基金面上项目究(71371149/G0103,71101115,71472146/G0203) （71371149/G0103,71101115,71472146/G0203）
青年科学基金项目(71701184/G011401) （71701184/G011401）
中央高校基本科研业务费专项资金资助项目(国际合作类) （国际合作类）
