基于社交互动的两种新型销售策略研究--团购vs.网络口碑营销∗

摘要

With the development of Internet, group-buying and IWOM strategy have become typical selling strate-gies based on social interaction. This paper adopts game theory to examine how a seller designs the optimal con-tract, makes pricing strategy in order to seek the maximized profits in face of group-buying and IWOM strategy. It shows that it depends on the size of information sharing enthusiasm factor whether a seller chooses group-buying or the IWOM strategy. Specifically, when information sharing of grouping-buying is not high, IWOM strategy dominates. In Contrast, when information sharing is high, grouping-buying strategy wins.%随着互联网技术的发展，团购和网络口碑营销成为基于社交互动的两种典型销售策略。通过构建博弈模型分析了企业在面对团购和网络口碑营销时，如何设计最优合约，怎样定价，从而寻求利润最大化等问题。研究发现：企业选择团购还是网络口碑营销取决于团购信息分享积极性因子的大小。当信息分享积极性不高时，团购价格和团购利润低于网络口碑低价营销策略；当信息分享积极性较高时，团购价格和团购利润高于网络口碑低价营销策略。