管理评论

›› 2020, Vol. 32 ›› Issue (2): 197-204.

• 市场营销 • 上一篇    下一篇

考虑网络外部性的关键消费者选择策略研究

刘欣1, 李永立1,2, 张杰3   

  1. 1. 哈尔滨工业大学经济与管理学院, 哈尔滨 150001;
    2. 东北大学工商管理学院, 沈阳 100169;
    3. 南开大学经济研究所, 天津 300071
  • 收稿日期:2017-05-08 出版日期:2020-02-29 发布日期:2020-03-07
  • 通讯作者: 李永立(通讯作者),哈尔滨工业大学经济与管理学院教授,博士生导师,博士
  • 作者简介:刘欣,哈尔滨工业大学经济与管理学院博士研究生;张杰,南开大学经济研究所硕士研究生。
  • 基金资助:

    国家自然科学基金面上项目（71771041；71501034）；中央高校基本科研业务费项目（N160604001）。

Managerial Strategy of Choosing the Key Consumers by Considering Network Externality

Liu Xin1, Li Yongli1,2, Zhang Jie3   

  1. 1. School of Management, Harbin Institute of Technology, Harbin 150001;
    2. School of Business Administration, Northeastern University, Shenyang 100169;
    3. Institute of Economics, Nankai University, Tianjin 300071
  • Received:2017-05-08 Online:2020-02-29 Published:2020-03-07

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摘要：

在"互联网+"环境下，能否识别出关键消费者已经成为影响厂商收益的重要因素。利用具有网络外部性的消费者效用函数，分析垄断厂商为了实现自身利益最大化如何选取关键消费者的问题。在完全垄断的市场结构下，针对不考虑和考虑先行消费者的两种情形，构建多阶段博弈的模型，分别求解出反映消费者关键程度的特征函数。而后，利用仿真分析检验算法复杂度，并且在手机通信商选择关键消费者的具体场景中应用本文模型。以上分析表明，本文提出的关键消费者选择策略是可行和有效的，能够显著提升垄断厂商的收益，在具体的管理问题中，具有一定的应用价值。

关键词: 关键消费者, 网络外部性, 先行消费者, 效用函数

Abstract:

In the era of "Internet +", the ability of identifying the key consumers has become an important factor that affects the manufacturer's profit. The paper adopts the utility function with network externality to analyze how the monopolistic manufacturer chooses the key consumers by maximizing their own interests. In the market structure of complete monopoly, the paper constructs a multi-stage game process to derive the feature function of reflecting the consumers' importance, under two cases:with and without considering the first consumer movers. Finally, the complexity of the algorithm is tested by a series of simulations and this model is applied in the specific real scenario that shows how the mobile phone communication provider chooses the key consumers. The above analyses show that the strategies of choosing key consumers proposed by the paper are feasible and effective, which can significantly improve the profit of monopolistic manufacturer. In all, the proposed model and the achieved strategy has a certain application value in solving specific management problems.

Key words: key consumers, network externality, first consumer movers, utility function