基于点评网用户数量的促销策略  

Promotion Strategy Based on the Number of Users of Online Consumers' Opinion Platform

作　　者：杨升荣[1] 徐飞[1] 陈洁[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《系统管理学报》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)

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.

关 键 词：促销 点评网 利润 用户数量 

分 类 号：C931.2[经济管理—管理学]