“价格取胜”还是“口碑至上”--基于产品质量视角的电商企业营销策略研究  

‘Lower Price’or‘Word of Mouth First’:Marketing Strategy of E-Commerce Enterprises Based on Product Quality Perspective

作　　者：马述忠[1] 郭继文 MA Shu-zhong;GUO Ji-wen(China Academy of Digital Trade,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学中国数字贸易研究院,浙江杭州310058

出　　处：《财经问题研究》2021年第3期112-120,共9页Research On Financial and Economic Issues

基　　金：研究阐释党的十九届四中全会精神国家社会科学基金重大项目“数字经济时代中国推动全球经济治理机制变革研究”(20ZDA103);国家自然科学基金面上项目“跨境电商推进我国数字贸易强国建设研究”(71973120);国家重点研发计划“现代服务业共性关键技术研发及应用示范”重点专项项目“多模式多语言跨境电商平台研发与应用示范”(2018YFB1403200)。

摘　　要：营销策略的选择是影响电商企业经营绩效的重要因素。本文从产品质量的视角出发,将传统的Hotelling模型创新性地扩展到电商市场上,构建了一个“口碑—价格”博弈模型,以分析产品质量不同的异质性电商企业在营销方式上的最优策略选择。结果显示,在利润最大化的动机下,产品质量较高的电商企业倾向于选择口碑营销,产品质量较低的电商企业倾向于选择价格营销;从均衡结果来看,产品质量较高的电商企业的经营利润要大于产品质量较低的电商企业的经营利润。由此可见,努力提高产品质量才是企业在市场竞争中保持竞争优势的长久之道。The choice of marketing strategy is an important factor affecting the business performance of E-commerce firms.Based on the perspective of product quality and the psychological characteristics of consumers,we build a Price-Reputation game model by expanding the traditional Hotelling model to analyze the optimal choices of the heterogeneous E-commerce companies with different product quality.The results are as follows:under the motive of maximizing profits,the E-commerce company with high product quality tends to choose‘word of mouth first’marketing strategy,and the E-commerce company with low product quality tends to choose Lower Price marketing strategy.From the equilibrium result,the profit of the E-commerce company with high product quality is greater than that of the E-commerce company with low product quality.Therefore,improving product quality is the long-term way to maintain the advantage in market competition.

关 键 词：价格营销 口碑营销 产品质量 电商企业 HOTELLING模型 

分 类 号：F031.4[经济管理—政治经济学]