论文部分内容阅读
需求低增速、竞争加剧,是经济增长放缓时企业面临的常见挑战。商务模式创新是关键应对措施之一。本文以营销领域的社会化商务渠道选择策略为例探讨了日益重要、基于社会化商务的商务模式创新策略。运用基于主体的计算实验方法和广义虚拟经济使用价值、虚拟价值视角,构建了涉及有限的评价理性、广义评论影响、渠道价值展现程度等关键因素的社会化商务应用模型。在结合该模型所开展的计算实验的基础上,本文提出4种有利于提升销量的社会化商务渠道选择策略。包括,选择倾向高估或能比较理性评价产品价值的客户比例较高的渠道;选择有影响力客户比例较高的渠道并注重发挥中等影响力客户的作用,可在运用基于主体的计算实验等就渠道使用价值、虚拟价值展现程度对销量的影响进行评估后,再选择能更好地展现产品价值的渠道,等。并主张如下基于社会化商务的商务模式创新策略:在基于主体的计算实验等复杂性科学研究方法支持下,充分结合广义评论行为等互联网社会化活动特点和社会化商务渠道特性来探索有利于提高参与者价值的商务模式。
The slow growth of demand and intensified competition are common challenges faced by enterprises when economic growth is slowing down. Business model innovation is one of the key responses. This article discusses the increasingly important business strategy innovation strategy based on social commerce based on the example of social commerce channel selection strategy in marketing field. Using the subject-based computational experiment method and the generalized virtual economic use value and the virtual value perspective, this paper constructs a social business application model that involves the key factors of limited evaluation rationality, general comment impact and channel value presentation. Based on the computational experiments carried out by the model, this paper proposes four strategies for selecting the social commerce channels which are helpful to improve the sales volume. Including selecting channels with high propensity or high proportion of customers who can reasonably evaluate the value of products; choosing channels with high proportion of influential customers and paying attention to playing the role of medium-sized influential clients; using principal-based computing experiments, etc. On the channel value, the extent of the virtual value of the impact of sales to assess, and then choose to better show the value of the product channel, and so on. And advocates the following innovation strategy of business model based on social business: With the support of complex scientific research methods such as subject-based computational experiments, the paper fully explores the features of Internet socialization activities and social commerce channels such as general commenting behavior, Participant Value Business Model.