创客参与创客云商的策略选择研究

摘要/Abstract

摘要： 随着社会化商务的快速发展，基于在线社交平台的创客云商(CKYS)应运而生，该电商平台利用微信微博、博客等社交网络进行信息传播与产品销售。本文旨在研究创客是否加盟创客云商平台的策略选择问题。通过建立需求函数和利润函数模型，从消费者净效用和社会影响力两个方面来衡量创客社交网络的获利能力；通过对利润函数进行数学仿真，为创客提供加盟决策建议。研究结果表明：当其他变量取不同值时，平均互动率与利润的关系有两种：1)当创客的时间成本小于收益临界点时，利润随着平均互动率的增大而先递减，之后递增，最后递减，此时创客可以加盟该平台，且需继续提高平均互动率，当平均互动率达到利润函数的极大值点时不再增加互动。2)当创客的时间成本大于等于收益临界点时，利润随着平均互动率的增大而递减，此时创客不应该加盟该平台；同时，创客还可根据收回最初注册成本所需的时间进行加盟决策。

关键词:

创客云商；需求函数；社会网络；社会影响力；消费者净效用

Abstract: As the rapid development of social commerce, the online social platform-based CKYS has emerged, which uses the WeChat social network for information dissemination and product sales. The purpose of this paper is to study the strategy choices of whether retailers should join CKYS. By establishing a demand function and then a profit function model, the profitability of WeChat social networks of retailers is measured using both consumer net utility and social influence. The two independent variables in the demand function are the probability of that consumer net utility is non-negative and social influence. In the consumer net utility, the impact of reference price and unfit on utility are considered. Social influence measured by interaction rate and embeddedness is computed as a logistic model to express the probability that a retailer can make potential customers in the WeChat buy products under the conditions of certain interaction rate and embeddedness. Through the mathematical simulation of the profit function, some joining strategies can be proposed to help retailers to make joining decisions. The results of the study show that: When other variables take different values, there are two kinds of relations between average interaction rate and profit: 1) When the time cost of retailers is less than the profit threshold, the profit decreases first, then increases, and finally decreases as the average interaction rate increases. At this time, retailers can join the platform and should improve the average interaction rate. When the average interaction rate reaches the maximum value point of profit function, retailers should not increase the average interaction rate. 2) When the time cost of retailers is greater than or equal to the profit threshold, the profit decreases as the average interaction rate increases. At this time, the retailers should not join the platform. At the same time, the retailers can also make the decision whether to join CKYS according to the length of the time required to recover the initial registration cost. The results of the study can not only provide some strategies for retailers who intend to join CKYS, but also provide reference for follow-up research about social commerce.

Key words:

CKYS; demand function; social networks; social influence; consumer utility

中图分类号:

F713

F224

引用本文

闫梦颖, 艾时钟, 杜荣. 创客参与创客云商的策略选择研究[J]. 中国管理科学, 2023, 31(4): 130-141.

YAN Meng-ying, AI Shi-zhong, DU Rong. Research on the Strategies Choice of Participating in CYKS Platform[J]. Chinese Journal of Management Science, 2023, 31(4): 130-141.

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http://www.zgglkx.com/CN/10.16381/j.cnki.issn1003-207x.2020.1289

http://www.zgglkx.com/CN/Y2023/V31/I4/130

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