隐匿价值、社群学习与知识付费动态定价

互联网知识付费中,知识产品价值对供需双方皆具有“隐匿性”。而网络社群作为产品体验信息的重要来源,在知识价值“显现化”过程中发挥着关键作用。基于此,本文将社群交互因素纳入知识付费两期动态定价博弈模型,深入探讨社群学习机制对最优定价策略的影响。模型分析发现：①最优社群价格存在上限阈值,以确保营造良好社群学习氛围。②最优市场价格依赖于知识成本、消费者参与收益和知识价值后验信念,与知识价值之间呈现“非线性”关系。③知识产品一般应采取渗透式定价方式,而消费者耐心程度、社群活跃度与社群交互效率对均衡价格具有重要影响。进一步福利分析表明,互联网社群学习情境将提升提供者收益。本文揭示了互联网知识交易定价的深层逻辑：社群学习引致的“策略效应”和“信息效应”重塑了消费者行为模式,进而倒逼提供者采取适应性动态定价机制。     

众筹平台上网络外部性的价值度量模型

在“互联网+”背景下,众筹模式逐渐崭露头角,成为电商营销的一种新形态.本文从众筹模式的特征分析出发,以其网络外部性特征和完全垄断的市场结构为切入点,建立众筹平台网络外部性的价值度量模型.该模型以考虑宏微观网络外部性的消费者效用函数和众筹发起人的收益函数为基础,在差异化定价策略、非差化定价策略和无网络外部性基础模型的三种情形下,应用两阶段博弈模型分别求解众筹发起人的最优价格向量、参与者的最优申购量和众筹发起人的最优收益水平,进而通过比较在不同策略下众筹发起人最优收益的差异得出众筹平台网络外部性的策略价值和内在价值.进一步,将模型的理论结果应用于推荐网络这一特殊的网络结构中,并设计出具有推荐功能的众筹平台.结果表明:本文所设计的具有推荐功能的众筹平台,可以显著提升众筹发起人的收益水平,对完善众筹平台的营销模式具有管理实践意义.     

基于F2F的生鲜农产品C2B众筹预售定价

合理的产品定价是生鲜类农业众筹项目成功的关键。本文运用交易成本理论、供应链管理理论及互联网思维构建了生产者组织化联合和消费者社群化聚合、O2O场景产销对接模型和产品阶梯定价策略。研究表明,与传统开放式多级分销模式相比,生鲜农产品通过农场直达家庭的众筹预售在促进产销衔接、降低物流成本、保障质量安全方面优势明显,可让消费者获得更多顾客让渡价值并在阶梯价格吸引下“滚雪球”式地为生产者聚集批量订单进行定制化按需生产,进而实现生产者与消费者的帕累托改进。     

O2O模式下消费者购买决策影响因素社群关系研究

O2O是对传统电子商务的颠覆和创新，近年来发展迅速，但缺乏理论支持。为此，以消费者购买评价为视角，通过对O2O模式下影响消费者购买意愿因素的实证分析，论文提出了影响消费者购买决策的多构面要素体系。然后，采用社会网络分析法，构建了O2O模式下消费者购买决策影响因素社群关系模型。通过对社群关系模型的挖掘与提炼，提取了构面要素社群关系的子图与O2O模式下消费者决策行为模式。研究表明，与其他变量相比，电商知名度、感知商品质量、商品品牌在影响消费者购买决策的构面要素体系中处于支配地位，消费者在购买决策时，既协同考虑电商知名度与感知商品质量、商品品牌与感知商品质量、商品线上价格与感知商品质量，又统筹权衡电商知名度与商品品牌、商品品牌与商品线上价格。最后，依据研究结果，论文为电商O2O模式营销策略提出了建议。     

考虑社会学习及成本学习的新体验品定价

考虑具有成本学习的垄断企业在两阶段内销售一种新体验品，消费者通过在线评论学习产品质量信息.为研究企业定价与消费者策略互动，以及社会学习和成本学习的相互作用关系，构建了一个两阶段生产销售模型，运用理性预期均衡理论，对承诺定价和动态定价两种策略进行分析和比较.研究表明，仅当消费者策略性强且成本学习率较低时，承诺定价占优.更显著的社会学习和成本学习虽加剧了消费者的策略性等待，但仍然导致更高的企业利润.此外，对于企业盈利能力，两种学习效应之间的关系取决于评论活跃度、成本学习率和消费者策略性水平：替代关系仅发生在评论活跃度和成本学习率较低且消费者策略性较强时，否则二者表现互补关系.     

个体认知、群体共识与互联网众筹投资绩效——基于计算实验方法的研究

区别于现有大量从项目发起人“筹资”视角的研究,本文另辟蹊径将互联网众筹视为一种“用钱投票”的群体投资决策工具。基于众筹投资的“草根性”“民主性”和“多重性”等特征,本文将其群体决策过程抽象为“独立决策”“信念聚合”和“共识涌现”三个重要阶段。进一步,引入计算实验方法对上述静态特征和动态过程进行建模,并对实验运行数据进行多维度微观计量分析。研究结果表明,个体认知异质性和群体共识形成机制是决定众筹投资绩效的关键因素,具体而言：(1)成员差异性有利于“中和”个体认知偏差,对于个体能力因素具有“替代效应”;当众筹投资人数量较多时,成员差异性甚至比能力更重要。(2)众筹融资阈值的“筛选效应”有利于投资人群体实现“优中选优”的效果,且融资阈值(即共识门槛)越高筛选效果越好;因此从投资人视角,采用AON机制总是优于KIA机制。(3)众筹投资难度对成员差异性的“替代效应”具有调节作用。当前产业实践中,AON机制流行于各大众筹平台而KIA机制则日渐式微,本文试图给出一个全新理论解释,并以期丰富和发展互联网环境下的群体决策理论。     

基于涉众因素考察股权众筹投资者保护的实现路径

股权众筹作为互联网金融的新兴态势之一,在中国金融改革的大背景下迅速发展,而由于股权众筹"多人小额"的特征使其具有明显的涉众因素,在此背景下如何在现阶段制度框架下切实推进投资者保护具有重要意义。采取经理人制的集合直接股东模式,将股权众筹投资者纳入现有消费者体系进行保护,并且鼓励众筹平台建立流程化管理机制被认为是实现效率与公平统一,最大化投资者保护的可行路径之一。     

考虑零售商实行歧视行为的两阶段动态定价策略研究

消费者对产品使用的习惯性将影响其复购选择,而企业根据消费者的历史消费行为制定相应的价格策略也影响着消费者的行为。本文构建了一个两阶段动态定价模型,研究企业是否存在歧视行为及消费者的产品习惯程度对企业定价策略的影响,利用博弈方法得到了不同情境下的制造商和零售商的最优策略。研究表明:(1)消费者对产品的习惯程度不仅能够影响消费者行为,也能影响企业定价策略;(2)转移成本加大了企业对消费者的歧视程度;(3)企业倾向于采取歧视定价策略即给新客户提供价格优惠而给老客户收取高价有利于自身利益最大化;(4)企业第一阶段的市场份额不能影响第二阶段定价,但能够影响企业两阶段利润。     

基于解释水平理论的直播间活跃度和产品信息诉求的匹配效应研究

基于解释水平理论,通过二手数据分析和仿真模拟实验研究,揭示直播间活跃度(高vs.低)与产品信息诉求(属性vs.利益)对消费者购买意愿的匹配效应。研究表明：(1)当直播间活跃度高时,利益诉求的产品信息更能提高消费者的购买意愿;当直播间活跃度低时,属性诉求的产品信息更能提高消费者的购买意愿。(2)感知有用性中介直播间活跃度和产品信息诉求对消费者购买意愿的影响。(3)弹幕相似性调节直播间活跃度和产品信息诉求的匹配效应,即当弹幕相似时,两种诉求策略对消费者的影响无显著差异。     

AON众筹模式下产品线设计与信息发布策略研究

针对众筹模式下如何激励消费者投资以实现众筹项目成功的问题，从信息发布和产品线设计的角度，通过两阶段博弈的理论模型，考虑了AON（all-or-nothing）模式下众筹方采用顺序发布和同时发布两种不同信息发布方式时，产品线的菜单价格和质量设计。研究表明：在顺序发布策略下产品线的质量差异化程度依赖于消费者异质性程度和高价值消费者的比例，和传统模式下产品质量相比，当消费者异质性很大同时高保留价格消费者的比例很高时，产品线质量差异和传统模式相同；当消费者异质性较小并且高保留价格消费者的比例较低时，产品线质量差异更小；当消费者异质性较小而高保留价格消费者比例较高时，产品线质量差异更大；而在同时发布策略下，产品线质量的差异化程度和传统模式相同，但价格差异与传统模式相比更大；相对于顺序发布策略而言，同时发布策略下由于极大程度的降低了消费者可能搭便车倾向，企业可以获取更多收益。这些结果将有助于采用AON众筹模式的企业在不同信息框架下做出最优的产品线质量设计和定价决策。     

Open strategy-making with crowds and communities: Comparing Wikimedia and Creative Commons

In the wake of new digital technologies, organizations rely increasingly on contributions by external actors to innovate or even to fulfill their core tasks, including strategy-making processes. These external actors may take the form of crowds, where actors are isolated and dispersed, or of communities, where these actors are related and self-identify as members of their communities. While we know that including new actors in strategy-making may lead to tensions, we know little about how these tensions differ when either crowds or communities are concerned. Investigating this question by analyzing open strategy-making initiatives conducted by two non-profit organizations (Creative Commons and Wikimedia), we find that tensions with communities may be resolved with increasing openness in strategy-making, while crowds are better compatible with more exclusive strategy-making practices.     

Community operational research: Its context and its future

Three years ago the Community OR initiative was launched by the OR Society with the aim of providing OR for non-traditional groups such as community and voluntary organizations. There is now a Community OR Unit, a Centre at Hull University and a network for interested members. This paper explores the historical context of Community OR and, following a number of current examples, discusses important practical issues and problems which need to be tackled if the initiative is to succeed.     

人力资源管理对战略“之字形”演进的促进机制研究

针对复杂动荡环境下,企业陷入“战略漂移”的困境,首先,从战略内在逻辑和形态的划分入手,通过对有意图战略和涌现战略各自局限性的分析,剖析了“战略漂移”的成因.然后,鉴于外部客观环境变化的不可预测性,在对影响“战略漂移”的组织内部主观因素展开研究的基础上,依据组织演进的复杂性适应观,将有意图战略和涌现战略有机整合,构建了战略的“之字形”演进模式.最后,根据战略的“之字形”演进模式与企业组织及个人的认知特性紧密相关的特点,指出人力资源管理如何通过对组织文化建设和组织学习施加影响,从而促进战略的“之字形”演进.     

虚拟社区成员参与动机的实证研究——以网络游戏为例

以Richard Bartle的Intere st Graph模型和Nicholas的五因素理论研究成果为基础,我们利用一对一深度访谈和焦点座谈会的研究方法,挖掘出驱动人们参与网络虚拟社区的关键动机,并发展了适应中国网络虚拟社区参与动机的量表.本研究进一步利用该动机量表进行了实证研究,通过数据分析得出了驱动人们参与虚拟社区的八大动机,它们分别为领导、沉溺、攻击与贬低、性、赚钱、角色探索、亲和以及休闲与自由.本研究还发现,成就动机和领导动机并非相互独立,他们相互融合为一个动机.     

Opportunities and Challenges for Public Libraries to Enhance Community Resilience

This study bridges a gap between public library and emergency management policy versus practice by examining the role of public libraries in the community resource network for disaster recovery. Specifically, this study identifies the opportunities and challenges for public libraries to fulfill their role as a FEMA‐designated essential community organization and enhance community resilience. The results indicate there are several opportunities for libraries to enhance community resilience by offering technology resources and assistance; providing office, meeting, and community living room space; serving as the last redundant communication channel and a repository for community information and disaster narratives; and adapting or expanding services already offered to meet the changing needs of the community. However, libraries also face challenges in enhancing community resilience, including the temptation to overcommit library capacity and staff capability beyond the library mission and a lack of long‐term disaster plans and collaboration with emergency managers and government officials. Implications for library and emergency management practice and crisis research are discussed.     

Living with Nuclear Power: A Q-Method Study of Local Community Perceptions

The issue of new nuclear power is once again high up on the public policy agenda in many countries, and candidate sites for new civilian stations are likely to include those that have existing nuclear facilities. A common assumption is that existing nuclear communities will be more accepting of new build because of the direct economic and other benefits nuclear power already makes to a local area. Surprisingly, there is a dearth of contemporary data on perceptions of the risks, benefits, and values associated with nuclear power within such communities. This study uses Q-methodology to investigate the perspectives on living with nuclear risk among people ( n  = 84) drawn from communities near to two nuclear power stations in the United Kingdom. Both stations, at Bradwell-on-Sea and Oldbury-on-Severn, had been in operation for over 40 years. The Q-analysis identified four main perspectives, or points of view, accounting for 53% of total variance. These were interpreted as: Beneficial and Safe; Threat and Distrust; Reluctant Acceptance; and There's No Point Worrying. We conclude that the "landscape of beliefs" about nuclear power in such communities is both subtle and complex, avoiding simplistic bipolar dichotomies such as "for" or "against," and that there is a need for extensive and meaningful dialogue with such communities over any new build plans. The usefulness of Q-methodology for investigating the ways in which people live with risk is highlighted, as are the implications of the results for theories of risk and trust.     

An empirical analysis of innovation strategies of biotechnology firms in the U.S.

The paper explores the strategies of biotechnology firms in the U.S. through a mail questionnaire study. Based on the responses of 89 companies we have developed strategy archetypes of these firms in R&D, marketing, and technology acquisition. In R&D, we found the firms to follow either incremental or radical strategy. In marketing, the firms use either a defender or an innovator strategy. In technology acquisition, firms differ in terms of their emphasis on licensing or developing new technology. The interrelationship among the strategy groups is weak. The R&D and technology acquisition strategies are related in the sense that aggressive technology strategy dictates radical R&D behavior with emphasis on development of new technology. We have found that firms following aggressive technology strategy tend to follow conservative marketing strategy. This is consistent with an earlier study by of German firms where it was found that firms tend to balance their technical and marketing risks. The paper also provides additional information about the factors considered to be important in product decisions for various strategies.     

非同类企业竞争与合作策略收益模型及风险分析

在比较同类企业竞争策略模型与合作策略模型的基础上,讨论了价格的信息作用,分析了合作策略收益更大和风险并不随之增加的原因。然后以现代决策理念为出发点,探讨了企业最大利润与企业条件的关系,提出了与企业单位变动成本和生产能力条件相适应的合理最大利润的概念,对“理性企业的假设”赋予了“追求与企业条件相适应的合理最大利润”的新含义。据此设计了非同类企业产量分配函数,建立了适用性更广的非同类企业合作策略最佳收益模型,并给出了随市场价格变化的企业最佳应对策略。最后用1个算例来直观体现合作策略的优势。