企业在线社群内容组合策略的影响研究

现代企业通过建立在线社群实现与消费者的互动,希望在向消费者提供服务的同时进行更好的营销,然而如何提供在线社群中的营销与服务内容却是一大难题.本文在营销—服务二元理论的基础上,提出了在线社群内容二元性的平衡维度与结合维度概念,并研究平衡维度与结合维度如何影响销售业绩与消费者的满意度.结合机器学习方法,本文发现,平衡维度对消费者满意度和销售绩效有提高作用,但是,结合维度对消费者满意度及企业绩效的影响呈倒U型;另外,企业员工的技能水平对内容二元性策略的效果有着显著的调节作用.研究结论对企业理解在线社群中的营销内容与服务内容之间的二元关系,以及内容提供策略的价值机制有重要的指导意义.     

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。     

碳交易规制下过度自信制造商与减排服务商的减排博弈研究

考虑碳交易规制的约束，构建过度自信制造商和减排服务商的供应链决策模型，研究在定制和订购两种减排外包模式下，制造商与减排服务商之间的博弈均衡，探讨过度自信及相关参数对于制造商和减排服务商的决策和期望利润的影响。研究表明：两种减排模式下制造商和减排服务商均存在最优决策。定制和订购模式下，制造商与减排服务商的产量、单位产品减排量及利润随着初始碳排放量与制造商的减排系数增加而降低。除减排服务价格以外，产量、单位产品减排量及利润与减排服务商的减排系数呈反方向变动。在一定条件下，两种模式下供应链成员企业的最优决策、期望利润和实际利润大致也随着过度自信水平的升高而下降。当需求函数满足均匀分布时，订购模式对减排服务商更有利，定制模式对制造商更有利。     

不同线上销售模式的产品定价策略研究

现售和预售是线上销售的主要模式。考虑不同模式下消费者对产品估值的差异,分析现售、预售和混合销售（同时开展现售和预售）三种模式下消费者购买决策过程,构建Stackelberg博弈和Nash均衡模型,得到三种模式的产品均衡定价及需求,并探讨开展不同销售模式对应的消费者估值差异阈值以及不同主导结构对供应链企业绩效的影响。结果表明：任意主导结构下,销售模式只会影响现售产品价格,对预售产品定价没有影响;任意销售模式下,制造商主导结构的产品定价和批发价更高,但产品销售量较低;消费者延迟收货敏感度增强使预售模式的供应链成员企业的利润降低,但混合销售模式可以有效防止由此引起的损失,且制造商主导可以同时实现供应链成员企业的利益最大化。     

品牌社群社会资本、价值感知与品牌忠诚

品牌社群是由消费者组成的社会关系网络,其对社群成员具有显著的影响作用.将社会网络和社会资本理论引入品牌社群研究中,探究品牌社群社会资本的维度、特征和影响作用,进而揭示品牌社群影响品牌忠诚的作用机理.基于理论研究和对上海某单车车友会的参与观察,提出相关研究假设和概念模型,通过问卷调查和整理调研数据,采用结构方程模型对初始概念模型做出检验.实证研究结果表明,社会资本存在于品牌社群中,它随自愿、互惠、信任及内部语言的增强而增强;消费者在品牌社群中可获得信息价值和社会价值,这有助于其形成品牌社群承诺和品牌忠诚;在品牌社群中,信息价值可作为影响品牌忠诚的保健因素,社会价值可作为增强品牌忠诚的激励因素.研究结果为企业培育品牌忠诚提供了新路径.     

社群学习环境下的互联网众筹定价策略研究

互联网众筹以创新产品为纽带汇聚了大量长尾消费者,这种兴趣导向的网络群体营造了活跃的"社群学习"氛围。本文基于群体信息交互特性刻画了众筹社群学习机制,进而构建模型分别考察了消费者决策行为与发起人两阶段定价策略。研究发现:(1)社群学习效果与社群规模、社群活跃度以及社群交互效率呈正相关关系;(2)消费者购买决策受到耐心程度、体验价值与定价策略的影响,其众筹参与意愿与社群活跃度和社群交互效率呈负相关关系;(3)相比于不存在社群学习情境下发起人一定采用"先高后低"的撇脂定价策略,存在社群学习情境下的发起人可能倾向采用"先低后高"的渗透定价策略。进一步数值仿真分析表明:消费者耐心、社群活跃度与社群交互效率对发起人定价与福利有着重要影响。本文为互联网众筹中较为常见的"先低后高"定价模式提供了独到理论解释:社群学习所引致的策略效应和信息效应延迟了消费者购买决策,从而驱使发起人制定较低众筹价格(相对于后期销售价格)以确保一定众筹参与率。     

服务定制情境下选项的战略呈现:呈现框架对消费者选择的影响

在服务定制情境下,企业可以采用两种不同方式让消费者定制服务包:呈现完整服务包让消费者从中删除不想要的业务(减法式);呈现基本服务包让消费者选择添加所需附加业务(加法式).本研究考察了这两种不同的选项呈现方式对消费者心理反应和选择行为的影响,分析了业务类型与呈现方式之间的交互作用,通过以移动通信服务为背景的实验发现:(1)相对于呈现基本服务包来让消费者进行"加法"定制来说,消费者在完整服务包基础上进行"减法"定制时会选择更多数量和更高总金额的附加服务;(2)选项呈现框架与业务类型之间具有显著的交互作用.相对于减法框架,在加法框架下,实用型业务会比享乐型业务更有可能被选择;而在减法框架下,享乐型业务会比实用型业务更有可能被选择;(3)在减法框架下,消费者的反应时间更长,感知到的决策乐趣更高,对决策结果更不易后悔.但是,两种框架下消费者的心理冲突和决策难度没有显著差别.基于上述研究发现,作者讨论了本研究的理论意义和应用价值,并围绕企业如何通过有效的服务业务组合和战略呈现来创造利润提出了管理建议.     

电子商务个性化定制模式的发展现状及对策研究

消费者对个性、时尚的追求,催热了电子商务个性化定制服务。目前在网上看到的定制产品涉及服装、珠宝首饰、家具等多个领域。个性化定制已成中国电子商务未来发展的必然趋势。然而个性化定制缺乏创意、消费者个性化体验差、企业经营成本高难以获利的问题阻碍电子商务个性化定制模式的发展,只有进一步细分市场、在创意中提升消费者个性化体验、打造个性化定制品牌,实现定制流程化才是企业实施电子商务个性化定制模式的成功之道。     

从大批量生产模式到大批量定制模式的转变

大规模定制生产是将大规模生产的高效率低成本与定制生产满足客户个性化需求两种优势结合起来的新型生产模式,它将是21世纪的主流生产模式。文章对大规模定制的模式下企业要解决的问题进行了简要的介绍。     

基于消费者分享行为的拼团销售模式选择和定价策略研究

基于消费者分享行为的拼团销售模式是电子商务与社交媒体有机融合下的有效营销手段之一。电子商务平台中,企业可策略性选择普通销售模式、单一拼团销售模式、混合销售模式进行产品销售。本文充分考虑消费者拼团行为的利他动机,分别构建企业采用这三种销售模式时的决策优化模型,并对模型进行求解,通过比较分析各决策模型的均衡状态,探讨企业对不同销售模式的最优选择及最优定价策略。在此基础上,本文进一步分析消费者构成特征对企业最优策略的影响。研究发现,消费者构成特征直接影响企业销售模式选择策略：整体而言,混合销售模式要优于另外两个销售模式,而当两类消费者对产品初始感知价值差异很高,且高价值消费者市场分布比例处于某种适中水平时,存在普通销售模式中高价策略优于混合销售策略的情形;无论采用何种销售模式,两类消费者初始感知价值差异越大或高价值消费者市场分布比例越高,均使得企业更加倾向于采用高价格策略。     

The Impact of Mass Customisation on Manufacturing Trade‐offs

Management literature has suggested that the advent of mass customisation marks the end for trade‐offs between customisation and other competitive priorities (Pine et al. 1993; Westbrook and Williamson 1993; Tu et al. 2001). However, evidence supporting this proposition is anecdotal. This paper examines the impact of product customisation on four competitive priorities, drawing upon the results of a recent survey of 102 U.K. manufacturing firms from eight industry sectors. The study indicates significant compatibility between customisation and quality, volume flexibility, delivery reliability and non‐manufacturing costs. On the other hand, trade‐offs remain between customisation and manufacturing costs and delivery lead times. The results contradict the initial proposition that customisation can be “free,” and have important implications for firms embarking upon a mass customisation strategy.     

Interpretive structural modeling-based framework for mass customisation enablers: an Indian footwear case

Abstract

In the epoch of open economy and with the emergence of availability of individualised products over the Internet, Indian manufacturing industries are facing an enormous pressure to become more flexible and responsive, to accomplish customer’s varied and increasing demands. Mass customisation (MC) is about developing a customised product on demand for a particular customer after reception of a real order and producing it with the similar operational efficiency as one would anticipate from a mass-produced product. MC takes into account the merits of both the earlier systems of production, i.e. mass production and craft production. The craft production satisfies the personalised demands of customers and the mass production produces a limited variety of products at lower cost. Industries in developing countries such as India confront pressure from several perspectives to adopt MC. This study has been presented in the context of Indian manufacturing industries, and particularly for footwear industries to examine the enablers of MC. Achieving MC, however, require certain enabling technologies and processes in place. Several such enablers have been identified from the research literature. The objective of this study it to key out significantly important enablers for MC using interpretive structural modelling (ISM), and develop a hierarchy of these enablers for the Indian footwear units. ISM results show that modularity-based practices, digital manufacturing practices and supply chain integration are the most important MC enablers. Enhanced flexibility and responsiveness in the footwear production system can be achieved through modular and reconfigurable production system.     

高峰对话 唐·舒尔茨：品牌传播的杠杆法则 低成本也能做出大品牌

品牌是企业成长最重要的驱动力之一,这已是企业界的共识。虽然中国产品早已与国际品牌同台竞技,但在全球排名前20的品牌中,仍然没有中国企业的身影;在中国排名前10的品牌中,基本是电信或银行等国有垄断型企业。多年来,中国产品一直是廉价和OEM的代名词。如何在全球建立中国制造的优秀品牌形象,使之摆脱低成本和廉价印象？如何打造中国自己的强势消费类产品品牌？     

Usability of Online Services: The Role of Technology Readiness and Context*

An important prerequisite for the success of any online service is ensuring that customers' experience—via the interface—satisfies both sensory and functional needs. Developing interfaces that are responsive to customers' needs requires a perspective on interface design as well as a deep understanding of the customers themselves. Drawing upon research in consumer behavior concerning consumer beliefs about technology, we deploy an alternative way to describe customers based on psychographic characteristics. Technology readiness (TR), a multidimensional psychographic construct, offers a way to segment online customers based upon underlying positive and negative technology beliefs. The core premise of this study is that the beliefs form the foundation for expectations of how things should work and how specific online service interfaces are evaluated by customers. At the same time, usability evaluations of specific online services might be contingent on contextual factors, specifically the type of site (hedonic vs. utilitarian) and access method (Web vs. wireless Web). The aspects of usability examined here are those incorporated into the usability metric and instrument based on the Microsoft Usability Guidelines (MUG). The results of an empirical study with 160 participants indicate that (i) TR customer segments vary in usability requirements and (ii) usability evaluations of specific online service interfaces are influenced by complex interactions among site type, access method, and TR segment membership. As organizations continue to expand their online service offerings, managers must recognize that the interface exists to serve the customers, so their design must be matched to market needs and TR.     

Managerial Responses to Online Reviews: A Text Analytics Approach

This study tests the effects of online managerial responses and returning customers’ future satisfaction (measured as review ratings) by performing social media text analytics on a hotel sample. Essentially, this paper provides insight into meaningful differences in future ratings between responding and non‐responding hotels, as well as differences in response styles between ratings improvement and non‐improvement. The results indicate that: (1) subsequent ratings are higher if customers receive responses to their previous online reviews; (2) increase in ratings is more significant among low‐satisfaction customers, and a decrease in ratings is mitigated if responses are provided; (3) responding to loyal customers – those who have visited and rated the same hotel more than three times – has a limited impact on ratings; (4) responses are longer and sentiment is slightly lower in scenarios where subsequent ratings are improved, but there is no significant difference in the effect of response speed between the two groups; (5) changes in ratings also affect styles of responding to current reviews – if customer satisfaction has improved, response length tends to be shorter and sentiment level tends to be higher. The findings offer both theoretical and managerial implications by demonstrating the utility of social media text analytics.     

考虑网络退货和渠道成本时全渠道BOPS定价与服务决策

随着线上线下融合的全渠道零售的兴起，越来越多的品牌商开始为顾客提供线上购买线下取货BOPS （Buy Online and Pickup in Store）的购物选择。本文考虑网络退货和渠道成本，基于网络渠道、实体渠道和BOPS渠道下的消费者效用函数构建品牌商开设BOPS渠道前后的利润模型，分析BOPS模式对品牌商需求分布和盈利能力的影响，研究定价和服务的最优决策。结果表明：（1）当网络退货率和BOPS渠道不便利程度之间满足特定关系时，开设BOPS渠道可使品牌商总需求增加、网络渠道和实体渠道的需求减少；（2）当网络退货率达到一定阈值或BOPS渠道很便利时，开设BOPS渠道可使品牌商总利润增加；（3）当网络退货率很低而网络渠道购物成本较高时，开设BOPS渠道可使品牌商获利更大；（4）在交通便利之处增设具有体验服务的顾客自提门店，不论网络渠道购物成本和网络退货率高低，甚至适当提升商品定价也可使品牌商有利可图。本研究可为品牌商实施BOPS全渠道战略提供一定的管理见解。     

在线口碑传播的意见领袖识别方法研究

Web2.0技术应用的不断深化,使得越来越多的用户在网络上发布对产品、服务、品牌或企业的评价,这些在线口碑极大影响着消费者的购买决策和企业的声誉、利润,如何识别出在线口碑传播中的意见领袖对企业有着重要价值。本文结合RFM模型和情感词自动判别方法,考虑情感(S)这一个新的指标,提出了RFMS模型来测量在线口碑发布者的影响力,应用人工神经网络识别出意见领袖,以程度中心性来评估识别结果的有效性。本文采用网络上获取的大众点评网的美食评论语料,对所提出的方法进行了数据实验,实验结果表明,该方法能够精确识别出意见领袖。     

外向型加工企业国际采购成本研究

外向型加工企业是指企业的生产经营业务主要以出口加工方式为主的经营业态，其产品或服务的客户主要以国外客户为主，同时也兼营一部分国内业务。外向型加工企业在国际采购中表现出明显的倾向性。一方面积极发展合格的国内供应商。另一方面，在国内供应商尚未成熟时，对于同样的国外客户订单，企业更倾向于选择与之具有同样对外加工资质的企业进行深加工结转的贸易方式。     

First Step in Social Media: Measuring the Influence of Online Management Responses on Customer Satisfaction

With the growing influence of online social media, firms increasingly take an active role in interacting with consumers in social media. For many firms, their first step in online social media is management responses, where the management responds to customers' comments about the firm or its products and services. In this article, we measure the impact of management responses on customer satisfaction using data retrieved from a major online travel agency in China. Applying a panel data model that controls for regression toward the mean and heterogeneity in individual preference for hotels, we find that online management responses are highly effective among low satisfaction customers but have limited influence on other customers. Moreover, we show that the public nature of online management responses introduces a new dynamic among customers. Although online management responses increase future satisfaction of the complaining customers who receive the responses, they decrease future satisfaction of complaining customers who observe but do not receive management responses. The result is consistent with the peer‐induced fairness theory.