基于粉丝和普通人群口碑的信息披露及定价策略  

Information Disclosure and Pricing Strategies Based on Word of Mouth of Fans and General Crowd

作　　者：周建亨[1] 许荣飞 ZHOU Jianheng;XU Rongfei(Glorious Sun School of Business and Management,Donghua University,Shanghai 200051;Taizhou College,Nanjing Normal University,Taizhou 225300)

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]南京师范大学泰州学院,泰州225300

出　　处：《系统科学与数学》2021年第8期2199-2216,共18页Journal of Systems Science and Mathematical Sciences

基　　金：国家自科面上项目(71872036);国家自科重点项目子项目(71832001);教育部人文社科项目(18YJA630153)上海社科项目(2017BGL018);中央高校基本科研专项资金(2232018H-07)资助课题。

摘　　要：文章在包括粉丝和普通人群的社交网络中构建了一个两阶段模型,粉丝和普通人群在对产品的偏好和专业知识上存在异质性,第一阶段已体验产品的消费者在第二阶段对产品进行评论.销售商生产包括质量和品味两个属性的产品,在每阶段销售之前决策信息披露策略:品味属性策略或者全信息策略(同时披露质量和品味属性).结果表明:第二阶段销售商的信息披露及定价决策受如下因素的影响:成本、评论量、粉丝的比例.在一定条件下,评论量与信息披露策略具有互替或互补的关系,销售商可以通过降低第一阶段定价扩大市场从而增加第二阶段评论量,也可以通过推迟评论进而提高两阶段总利润.In this paper,a two-stage model is constructed in the social network including the fans and the general crowd.There is heterogeneity between the fans and the general crowd in the preference and expertise of products.Consumers who have experienced products in the first stage will make reviews on the products in the second stage.Sellers produce products with two attributes,quality and taste,and decide on a information disclosure strategy before each stage of sale:A taste attribute strategy or a full information strategy(both quality and taste attributes are disclosed).The results show that the information disclosure and pricing decision of the sellers in the second stage are influenced by the following factors:Cost,reviews amount and proportion of fans.Under certain conditions,the reviews amount and information disclosure strategy have a substitution or complementary relationship,and the seller can increase the reviews amount in the second stage by reducing the pricing in the first stage to expand the market,or increase the total profit in the second stage by delaying the reviews.

关 键 词：口碑 消费者评论 粉丝 普通人群 信息披露策略 

分 类 号：F274[经济管理—企业管理] F275[经济管理—国民经济]