基于推新平台的品牌商新品信息披露渠道选择  

New product information disclosure channel strategies of brands based on new product platform

作　　者：李天心 赵菊[1,2,3] 孙维维 邱菊 LI Tianxin;ZHAO Ju;SUN Weiwei;QIU Ju(School of Management,Hefei University of Technology,Hefei 230009,China;Key Laboratory of Process Optimization and Intelligent Decision-making of Ministry of Education,Hefei 230009,China;Ministry of Education Engineering Research Center for Intelligent Decision-making and Information System Technologies,Hefei 230009,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]过程优化与智能决策教育部重点实验室,安徽合肥230009 [3]智能决策与信息系统技术教育部工程研究中心,安徽合肥230009

出　　处：《合肥工业大学学报(自然科学版)》2025年第3期395-406,共12页Journal of Hefei University of Technology:Natural Science

基　　金：国家自然科学基金重大研究计划资助项目(91846201)。

摘　　要：随着新品消费市场日益增长,各大电商平台纷纷推出专为新品发布设计的子平台,面对平台的流量优势和竞争环境,品牌商合理的新品信息披露渠道的选择对提升品牌竞争力十分重要。文章基于贝叶斯原理,刻画忠实消费者和潜在消费者信息更新过程,建立官网渠道披露、平台渠道披露以及平台-官网均披露3种模式下新品定价博弈模型,分析平台信息披露量、平台流量优势对品牌商信息披露渠道选择的影响。研究发现:在平台披露信息量比官网披露信息量更丰富的情形下,当品牌商潜在市场规模较大时,随着平台流量优势的增加,平台-官网均披露模式占优,若平台流量优势较小,品牌商选择官网渠道披露模式并披露较少的信息量更优;在平台披露信息量小于官网的情形下,当平台流量优势较大且潜在市场规模较小时,平台渠道披露模式占优。With the growing of the new product consumption market,major e-commerce platforms have launched new product sub-platforms.Facing platform traffic advantage and competitive environment,it is very important for brands to choose reasonable new product information disclosure channels to improve their brand competitiveness.The information updating process of regular customers and new customers is described by establishing the game model of new product pricing under the three modes of official website channel disclosure,platform channel disclosure and platform-official website disclosure,and the influence of the informativeness disclosed on the platform and the platform traffic advantage on brands’information disclosure channel selections is analyzed,based on the Bayesian principle.The results show that in the case that the informativeness disclosed on the platform is larger than that on the official website,when the potential market size of the brand is large,the disclosure mode of platform-official website disclosure is dominant with the increase of the platform traffic advantage,and if the platform traffic advantage is small,it is better for brands to choose official website channel disclosure mode and disclose less information.In the case that the informativeness disclosed on the platform is less than that on the official website,the platform channel disclosure mode prevails when the platform traffic advantage is large and the potential market size is small.

关 键 词：推新平台 信息披露 信息型信号 新品推出 

分 类 号：F274[经济管理—企业管理]