基于社会化商务、理性评价程度的商务模式创新策略:以渠道促销策略为例  

Business Model Innovation Strategy Based on Social Commerce and the Level of Rational Valuation： A Case of Social Commerce Channel Promotion Strategy

作　　者：殷实[1] 徐迪[1] 

机构地区：[1]厦门大学额管理学院

出　　处：《中大管理研究》2015年第4期202-224,共23页China Management Studies

基　　金：中国航空工业集团广义虚拟经济研究专项资助项目(GX2013-1019(M))

摘　　要：商务模式创新能够为众多面对需求增速放缓压力的企业带来新的成长动力。本文结合用户的产品价值理性评价程度、广义评论行为等社会化商务应用的关键要素,结合广义虚拟经济理论的使用价值、虚拟价值主张,运用基于主体的计算实验方法和融入人的心理、行为等复杂性因素的社会化商务应用计算实验模型,探讨了多个基于社会化商务、价值理性评价程度的渠道促销策略、商务模式（商业模式）创新策略。企业可以结合社会化商务应用活动,面向倾向高估价值的用户群体采取试用、赠品等措施,通过倾向高估的用户的广义评论行为带动其他用户的正面评论、购买行为。企业可通过图片、视频、游戏等方式构建、传播富有创意、真正打动人心的产品价值信息,提升用户的产品价值理性评价系数,进而提高销量。Companies which encounter the challenge of decreasing demand growth rate can get new driving power with business model innovation. This article analyses several business model innovation strategies based on social commerce and the level of user rational valuation with generalized comment behavior and the perspective of use value and virtual value in generalized virtual economy theory. This study applies the methodology of agent-based computational experiment and social commerce application model in marketing which involves human＇s complexity factor of behavior It suggests some social commerce channel promotion strategies, business model innovation strategies. First. company can aim the arrangement of trial or free product at the social commerce user group of tending m overestimate product value. So more positive comment and purchase behavior of social commerce users would be brought with the comment of the user group of tending to overestimate product value. Second. company can improve the coefficient of user rational valuation and sales amount with the diffusion of innovative and impressive product value information which is built with picture, video, game and etc. The other business model innovation strategies are also described in it.

关 键 词：社会化商务 理性评价程度 商务模式创新策略 基于主体的计算实验 

分 类 号：F274[经济管理—企业管理]