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- 2017
迭代产品病毒式线上口碑营销下的库存优化
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Abstract:
以迭代产品为对象，研究企业采取病毒式线上口碑营销模式时产品库存控制问题。模型中假定产品的销售分为两个阶段，前一个阶段为该产品的独占市场阶段，而后一个阶段则由于替代产品的进入而引发市场萎缩和潜在顾客流失。在此动态变化的市场环境下，企业面临的决策是产品的订货量问题。通过建立研究问题的多智能体模型，仿真分析了迭代产品在内的可替代产品的出现对原产品市场销售的影响。数据结果表明，如果忽视了迭代产品及替代产品对市场需求的影响，企业的收益水平将大幅度降低。而企业的应对方式则是除了降低单位产品成本、提高单位产品利润，更应该通过市场营销努力引导顾客提早购买产品，避免第二阶段中潜在顾客的流失。
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