考虑消费者从众心理的制造商社群营销和平台合作模式选择  

The Impacts of Community Marketing on Manufacturer's Platform Cooperation Mode Selection Based on the Herd Mentality of Consumers

作　　者：高淑环 郝志华 王欣洁 赵萌[1,2] GAO Shu-huan;HAO Zhi-hua;WANG Xin-jie;ZHAO Meng(School of Business Administration,Northeastern University,Shenyang 110819,China;Management School,Northeastern University at Qinhuangdao,Qinhuangdao 066004,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110819 [2]东北大学秦皇岛分校管理学院,河北秦皇岛066004

出　　处：《系统工程》2024年第4期77-89,共13页Systems Engineering

基　　金：教育部人文社科项目(22YJA630119);国家自然科学基金资助项目(71971051);河北省自然科学基金资助项目(G2021501004);河北省教育厅省级新文科研究与改革实践项目(2021GJXWK054)。

摘　　要：平台经济的迅速发展促进制造商引入平台渠道以增加市场份额和提高竞争力。制造商存在两种平台合作模式:代销和转销。基于一个电商平台和制造商组成的供应链,考虑消费者从众心理,本文分别构建不实施社群营销和实施社群营销两种情形下的平台供应链模型,研究不同条件下制造商平台合作模式的最优选择问题。结果表明:未实施社群营销的情形下,制造商平台合作模式选择仅受佣金的影响,佣金较低时制造商采取代销,随着佣金的提高,制造商转变为转销。实施社群营销的情形下,制造商平台合作模式选择不仅仅受到佣金的影响,还受到社群营销效率和消费者从众心理程度的影响,佣金对平台合作模式选择的影响与未实施社群营销情形下相同,社群营销效率和消费者从众心理程度增加,代销模式的优势增大。实施社群营销总会让制造商受益,随着社群营销效率或从众心理程度的增加,制造商的利润增量增大且代销模式的优势突出。The rapid growth of the platform economy has facilitated the introduction of platform channels for manufacturers to increase market share and improve competitiveness.Manufacturers have two platform cooperation models:agency selling and reselling.Based on a supply chain composed of an e-commerce platform and a manufacturer,and considering consumers'conformity psychology,this paper constructs a platform supply chain model under two scenarios of no community marketing and community marketing respectively and studies the optimal selection of manufacturer platform cooperation mode under different conditions.The results show that in the absence of community marketing,manufacturers selection of platform cooperation mode is only influenced by commission,with manufacturers adopting agency selling when commissions are low,and changing to reselling as commissions increase.In the case of implementing community marketing,manufacturers'selection of mode is not only influenced by the commission,but also by community marketing efficiency and the herd mentality of consumers,and the influence of the commission on the selection of mode is the same as in the case of not implementing community marketing.The efficiency of community marketing and the degree of herd mentality increase,and the advantages of the agency selling increase.The implementation of community marketing will always benefit the manufacturer,as the efficiency of community marketing or the degree of herd mentality increases,the profit increment of the manufacturer increases,and the advantages of the agency selling are outstanding.

关 键 词：平台供应链 平台合作模式选择 社群营销 从众心理 电商平台 

分 类 号：F274[经济管理—企业管理]