平台经济下商家绿色转型与流量购买决策研究  

Research on the green transformation and traffic purchase decision of merchants in the platform economy

作　　者：曹裕[1] 邵童 李想[1] CAO Yu;SHAO Tong;LI Xiang(Business School,Central South University,Changsha 410083,China)

机构地区：[1]中南大学商学院,长沙410083

出　　处：《系统工程理论与实践》2024年第10期3294-3308,共15页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(72272153);湖南省社会科学基金年度项目(23YBA021);中南大学高端智库项目(2022znzk11)。

摘　　要：在绿色经济潮流下,平台上的商家开始逐渐向绿色转型,其中流量营销对商家的转型策略产生了重要影响.因此,研究建立了单产品模型(仅生产传统产品)与两产品模型(同时生产传统产品与绿色产品),创新性地关注了绿色转型过程中同时生产传统产品和绿色产品商家的流量决策问题,分析了绿色转型商家的最优流量策略以及流量营销对商家绿色转型的影响.研究表明,商家应用流量为竞争中的弱势产品提供更多支持,以此实现传统与绿色市场的平衡.但流量并非多多益善,尤其在竞争激烈的市场中,较高的流量会损害商家利润.随着消费者绿色意识的提高,商家总是得益于流量营销下的绿色转型.此外,消费者绿色偏好是影响商家流量策略的关键因素,有趣的是,随着消费者绿色偏好的增大,商家反而越倾向于减少绿色产品流量,这是商家保护传统产品的一种必然选择.In the trend of green economy,merchants on the platform have begun to gradually transform towards green development,where traffic marketing has had a significant impact on the merchants' transformation strategies.Therefore,this study establishes a single-product model(producing only traditional products) and a dual-product model(producing both traditional and green products),innovatively focusing on the traffic decision-making of merchants who produce both traditional and green products during the green transformation process.It analyzes the optimal traffic strategy of merchants undergoing green transformation and the impact of traffic marketing on their green transformation.The results indicate that merchants utilize traffic to provide greater support for products in weaker competitive positions,thus achieving a balance between traditional and green markets.However,excessive traffic is not necessarily beneficial,particularly in highly competitive markets,where higher traffic levels may compromise merchants' profits.With the increasing eco-consciousness among consumers,merchants consistently benefit from green transformation under traffic marketing.Furthermore,consumer preferences for ecofriendly products are a key factor influencing merchants' traffic strategies.Interestingly,as consumer preferences for green products increase,merchants tend to reduce traffic for green products,reflecting an inevitable choice by businesses to protect their traditional product lines.

关 键 词：平台经济 绿色转型 流量策略 流量定价 

分 类 号：C934[经济管理—管理学]