电商平台商品标题优化的有效性及其杠杆机制

与搜索引擎优化相似，商品标题优化作为提升搜索结果排名和产品曝光率的重要手段引起理论与实践的普遍关注，尤其是被期待能够在产品销量上获得进一步提升。但对其真实的营销效果现有研究并未深入分析。基于数字经济时代消费行为的5A模型和内容营销理论，采用联立方程模型，以天猫旗舰店某品牌小型家电为研究对象，在充分考虑产品价格、价格波动、产品推广、数值型口碑信息等因素的基础上，分析了电商平台商品标题优化与在线销售的关系，并从内容营销理论出发，基于“由外而内”的观点深入剖析了客观维度文本评论内容在电商平台商品标题优化的营销效果与在线销售间的杠杆作用。结果发现:电商平台商品标题优化对在线销售无显著影响，基于客观维度的文本评论中的产品属性情感倾向、售前与售后服务情感倾向、重购与推荐次数及重复购买提及次数有效地推进了电商平台商品标题优化带来的点击量向在线销售转化。

The Effectiveness and Leverage Mechanism of the Commodity Title Optimization in e-Commerce Platform

As an important means to improve search results rankings and product exposure rate, commodity title optimization has aroused widespread concern in theory and practice, especially among people expecting to t promote product sales in e-commerce. But existing research has paid little attention to analyesing the relationship between commodity title optimization and online sales. In this paper, based on the 5A model and content marketing theory, taking a small household appliance in Tmall flagship store as research object, considering the basic price, price fluctuation, product promotion, word-of-mouth and other factors, the relationship between commodity title optimization and online sales was analyzed using the Simultaneous Equation Models. Then based on the content marketing theory, the leverage effect of emotional tendencies of objective text comments between the results of commodity title optimization and online sales was analyzed. The results are as follows: firstly, the commodity title optimization has no significant effect on online sales. Secondly, the emotional tendencies of product attribution, pre-sale and after-sale service, and recommendation and repeat purchase times moderate the relationship between the results of commodity title optimization and online sales. Finally, the paper not only contributes to the e-commerce content marketing, and demonstrates the validity and leverage mechanism of business platform commodity title optimization, but also provides some measures for online marketers to improve online sales after tile optimization.