By virtue of the low-cost and high-efficiency internet traffic monetizing ability,key opinion leaders(KOL)have achieved great success on social media platforms in terms of agricultural brand e-commerce marketing.Howev...By virtue of the low-cost and high-efficiency internet traffic monetizing ability,key opinion leaders(KOL)have achieved great success on social media platforms in terms of agricultural brand e-commerce marketing.However,opinion leaders tend to adopt different promotion strategies according to their preference to brands.How to optimize online marketing strategies based on the difference in opinion leaders’attitudes remains a problem demanding prompt solution for agricultural product brand enterprises.This study takes agricultural product brand enterprises and opinion leaders with limited rationality as the research subjects.On the premise of considering the difference in opinion leaders’attitudes towards brands,the paper combines the evolutionary game theory to construct agricultural product brands’online promotion strategy evolutionary model,adopts visualization system to simulate the evolutionary process of brand online promotion strategies,verifies model validity and explores the influencing mechanism of punishment on opinion leaders’negative promotion.Results of multi-agent-based simulation demonstrate that investment in brand promotion,irrelevant to opinion leaders’attitudes towards brands,pertains to the absolute advantage strategy of agricultural product brand enterprises.Reinforced intensity of punishment against opinion leaders following negative promotion may change opinion leaders’promotion strategies for agricultural product brands.Moreover,the present study provides an idea and reference to the management decisions of agricultural product brand enterprises’online brand promotion strategies.展开更多
基金supported by the National Key R&D Program of China(2017YFB1400500)the Project of Promoting the Connotative Development of Beijing Information S&T University(521201090A,5026010961).
文摘By virtue of the low-cost and high-efficiency internet traffic monetizing ability,key opinion leaders(KOL)have achieved great success on social media platforms in terms of agricultural brand e-commerce marketing.However,opinion leaders tend to adopt different promotion strategies according to their preference to brands.How to optimize online marketing strategies based on the difference in opinion leaders’attitudes remains a problem demanding prompt solution for agricultural product brand enterprises.This study takes agricultural product brand enterprises and opinion leaders with limited rationality as the research subjects.On the premise of considering the difference in opinion leaders’attitudes towards brands,the paper combines the evolutionary game theory to construct agricultural product brands’online promotion strategy evolutionary model,adopts visualization system to simulate the evolutionary process of brand online promotion strategies,verifies model validity and explores the influencing mechanism of punishment on opinion leaders’negative promotion.Results of multi-agent-based simulation demonstrate that investment in brand promotion,irrelevant to opinion leaders’attitudes towards brands,pertains to the absolute advantage strategy of agricultural product brand enterprises.Reinforced intensity of punishment against opinion leaders following negative promotion may change opinion leaders’promotion strategies for agricultural product brands.Moreover,the present study provides an idea and reference to the management decisions of agricultural product brand enterprises’online brand promotion strategies.
