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随着网络技术的快速发展,社交媒体已经成为消费者和商家传播信息的重要工具。首先,基于个人社交媒体对两类消费者行为的不同影响,本文探讨了商家三种销售方式的选择和优化问题。接着,分析了当商家使用官方社交媒体发布产品信息时相应的销售策略问题,并对其使用官方社交媒体的条件进行了讨论。结果表明,当消费者在个人社交媒体上的交流效率较高且他们之间的估价差值较大时,商家采用团购方式销售优于促销方式和固定价格方式,然而只有当两类顾客间的估价差值较大,且该差值远高于低估价者对商品的估价时,商家才没有必要使用官方社交媒体。
With the rapid development of network technology, social media has become an important tool for consumers and businesses to disseminate information. First of all, based on the different effects of individual social media on the two types of consumer behavior, this article explores the selection and optimization of three types of sales methods. Next, it analyzes the corresponding marketing strategy when the merchant uses official social media to publish product information, and discusses the conditions for using official social media. The results show that when consumers communicate more efficiently on personal social media and the valuation difference between them is greater, the sales of the group using the group purchase method are better than the promotion method and the fixed price method. However, only when the two types of customers When the valuation difference is large, and the difference is much higher than the valuation of goods by underevaluation, the merchant does not need to use official social media.