线上经营行为是否有利于新产品销售?——对平台排序和厂商调价的分析  

Do Online Businesses Support the Sale of New Products:Analysis Based on Characteristics of Platform Ranking and Price Adjustment

作　　者：张昊[1] ZHANG Hao(National Academy of Economic Strategy,Chinese Academy of Social Sciences,Beijing 100006,China)

机构地区：[1]中国社会科学院财经战略研究院,北京100006

出　　处：《商业经济与管理》2025年第3期5-19,共15页Journal of Business Economics

基　　金：国家社会科学基金一般项目“发挥居民消费推动传统产业转型升级的基础性作用研究”(20BJY101);浙江省哲学社会科学规划课题“数字经济助推国内统一大市场形成机制及路径研究”(23NDJC122YB)。

摘　　要：在线上市场商品种类丰富而消费者注意力有限的情况下,其中的新产品是否得到了足够的销售支持,是尚未得到充分研究的问题。文章围绕主要由电商平台确定的排序位置和厂商主导的高低调价行为分析了厂商可能采取的不同选择,并使用京东、苏宁销售的扫地机器人和电视机产品数据进行实证检验。结果发现,总体上新上市产品排序位置更加靠前、高低调价更加活跃,获得了较多的引流支持。对于功能迭代较为迅速的扫地机器人产品而言,新产品在排序位置和高低调价两方面得到的支持并不以过往销量或功能属性等为条件,这有助于厂商推广产品、抢占市场;而对于技术较为成熟的电视机产品而言,平台在排序位次方面的支持会考虑过往销量表现及型号功能特点,并与销售旧款产品进行权衡。拓展分析则发现,“购物节”期间市场风险较低的电视机新产品获得的支持比扫地机器人新产品更加明显,这是厂商在消费旺季更加注重销售绩效的表现。文章对共同发挥电商平台和入驻企业作用,促进新产品销售推广具有启示意义。In online market where there is a wide variety of products but limited consumer attention,whether new products have received sufficient sales support has not been fully researched.This article analyzes the different choices that manufacturers may make,including the ranking method mainly determined by e-commerce platforms and the high-low pricing mainly led by manufacturers.Empirical tests are conducted using data from sweeping robots and TV products sold by JD.com and Suning.The result shows that,newly launched products are generally ranked higher and price adjustments are more active,thus receiving more promotional support.For robot cleaners with rapid functional iteration,the support for new products in terms of ranking position and price adjustment is not conditioned on past sales and functional attributes,which helps manufacturers promote their products and seize the market chance.For the category of TV,which is more matured in technology,the platform's support in ranking will consider past sales performance and model functional characteristics,and weigh them against the sales of old products.Further,it was found that new TV products with lower market risks during the shopping festivals enjoyed more support for promotion than new robot cleaners,indicating that manufacturers pay more attention to sales performance during the peak consumption season.This article has enlightening significance for jointly leveraging the role of e-commerce platforms and settled sellers to promote the sales of new products.

关 键 词：电商 排序 价格调整 新产品 销售支持 

分 类 号：F724.6[经济管理—产业经济]