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

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1：7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。

Study on Two New Selling Strategies Based on Social Interaction:Group-buying vs. IWOM

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.