企业新产品发布策略与消费者关注度研究  

Research on New Product Announcement and Consumer Attention

作　　者：许泰然 伍青生[1] XU Tai-ran;WU Qing-sheng(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030)

机构地区：[1]上海交通大学安泰经济与管理学院

出　　处：《软科学》2020年第1期58-64,共7页Soft Science

基　　金：国家自然科学基金重点项目(71832008)

摘　　要：以信号理论为基础,以2012~2019年间13家电子产品制造商的88场新产品发布会所发布的220个新产品为样本,通过百度指数衡量新产品发布引起的消费者关注度,具体研究了新产品发布中产品发布时所处一天中的不同时段、不同的发布顺序、发布会邀请的嘉宾数量及不同类型发布会主持人、不同发布地点类型等新产品发布策略对消费者关注度的影响。结果表明:在下午或晚上举办发布会且将重点产品安排在发布会伊始或是压轴发布、邀请个性化强的主持人、在室外发布新产品,均有利于提升消费者对于新产品的关注度。Based on the signal theory, this paper takes 220 new products released by 88 new product launch events of 13 well-known electronics enterprises from 2012 to 2019 as samples, and measures consumer attention caused by new product announcements through Baidu Index.Focusing on the specific time of the day when the new product is announced, different release order, number of guests invited, and different types of host, different release location,it measures the impact of new product announcements on consumers.The results show that holding the launch events in the afternoon or evening and announcing the key products at the beginning of the event or the finale, inviting personalized hosts, releasing new products in outdoor locations, are conducive to enhancing consumer attention to new products.The conclusions of this paper have three innovations, which provide new theoretical results for the research of new product announcement, and also have instructive reference for related enterprises.

关 键 词：新产品发布策略 百度指数 消费者关注度 新产品发布会 

分 类 号：F272[经济管理—企业管理] F273.2[经济管理—国民经济]