摘要
共享经济的资源共享理念是企业资源整合和创新能力提升的基础,已在全球备受瞩目,而众包作为共享经济的子模式,在"互联网+"时代已成为大众创新的重要源动力。将众包用于企业的设计、研发创新等阶段,携手用户进行信息共享能够快速、及时的反馈新产品缺陷和不足,为新产品的改良争取时间,从而树立营销口碑,扩大营销渠道,在很大程度上影响着企业营销策略的制定。针对该现象,考虑众包模式下新产品不同信息类型时,分别构建团购、推荐和预购三种营销模式的优化模型,并求得信息共享情况下企业的最优激励措施、产品的最优定价等营销策略,为企业的营销创新发展提供理论根据。
Sharing resourcing of the sharing economy is the basis of enterprise resource integration and innovation ability promotion which has been attracting much attention in the world.While the crowdsourcing as the sub-model of sharing economy has become an important source of mass innovation power in the era of"Internet+".The crowdsourcing model gets fast fierce development with user collaborative innovation concept because mass innovation become the mainstream in"Internet+"age.The crowdsourcing case of Stockphoto,Threadless and MIUI studies find that companies apply the crowdsourcing model to obtain great success in marketing innovation.Crowdsourcing model is used to design and research the innovation of the companies,in the stage,the public interact with the general user to share and disseminate the informations for new products.If the new products have defect or inapplicablity,they can rapidly and timely feedback these information and improve the new products for companies in time.This can aslo set up the marketing reputation,expand the marketing channels,and influence the development of enterprise marketing strategy.For this phenomenon,we construct three crowdsoucing marketing models including group buying,referral rewards and advance selling under the conditions that the new products of information is not the same type.We study the best incentives for information sharing at the company and make optimal pricing strategies or other marketing issues for the company.
作者
郝琳娜
Hao Linna(School of Business, University of Liaocheng, Liaocheng, Shandong 252000, China)
出处
《河北经贸大学学报（综合版）》
2018年第4期54-60,共7页
Journal of Hebei University of Economics and Business(Comprehensive Edition)
基金
山东省社会科学基金项目"共享经济视角下山东省物流众包创新平台的构建及其运行机制研究"(17DGLJ07)
关键词
共享经济
众包模式
营销创新
信息共享
sharing economy
crowdsourcing model
marketing innovation
information sharing
