迭代产品病毒式线上口碑营销下的库存优化  

Inventory Problem of Successive Generations of Products under Online Viral Marketing Strategy

作　　者：李锋[1] 林宁 庄东[1] 

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《华南理工大学学报（社会科学版）》2017年第6期55-67,共13页Journal of South China University of Technology(Social Science Edition)

基　　金：广东省自然科学基金项目(2014A030313262)

摘　　要：以迭代产品为对象,研究企业采取病毒式线上口碑营销模式时产品库存控制问题。模型中假定产品的销售分为两个阶段,前一个阶段为该产品的独占市场阶段,而后一个阶段则由于替代产品的进入而引发市场萎缩和潜在顾客流失。在此动态变化的市场环境下,企业面临的决策是产品的订货量问题。通过建立研究问题的多智能体模型,仿真分析了迭代产品在内的可替代产品的出现对原产品市场销售的影响。数据结果表明,如果忽视了迭代产品及替代产品对市场需求的影响,企业的收益水平将大幅度降低。而企业的应对方式则是除了降低单位产品成本、提高单位产品利润,更应该通过市场营销努力引导顾客提早购买产品,避免第二阶段中潜在顾客的流失。This paper addresses the inventory problem of successive generations of products,which isembedded in an online social network market environment. Introduction of successive generations ofproducts separates the sales process of the product into two phases. In the first phase,the actualcustomers contact with those potential customers to persuade them into purchasing the product. However,the second phase sees alternative products compete for the potential customers. Under this dynamic ofmarket,the supplier needs to decide the optimal order quantity to max his profit. Here,we present amultiagent approach to simulate online viral marketing process based on the wellknown SIR model.According to simulation data,successive generations of products have a great influence on the product.Revenue of the supplier will decrease sharply if successive generations of products and its influence on themarket are not concerned about. Besides to lower down the unit cost and increase the unit profit of theproduct,the best practices for the supplier are to push the consumers to purchase the product beforealternative products exist.

关 键 词：病毒营销 迭代产品 社会网络 SIR模型 报童问题 智能体建模与仿真 

分 类 号：C931[经济管理—管理学]