| 基于社会化商务的商务模式创新策略：以社会化商务渠道选择策略为例 |
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| 引用本文： | 基于社会化商务的商务模式创新策略：以社会化商务渠道选择策略为例.基于社会化商务的商务模式创新策略：以社会化商务渠道选择策略为例[J].科学学研究,2015,33(8):1271-1280. |
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| 作者姓名： | 基于社会化商务的商务模式创新策略：以社会化商务渠道选择策略为例 |
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| 作者单位： | 厦门大学管理学院 |
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| 基金项目： | 中国航空工业集团广义虚拟经济研究专项 |
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| 摘 要： | 需求低增速、竞争加剧，是经济增长放缓时企业面临的常见挑战。商务模式创新是关键应对措施之一。本文以营销领域的社会化商务渠道选择策略为例探讨了日益重要、基于社会化商务的商务模式创新策略。运用基于主体的计算实验方法和广义虚拟经济使用价值、虚拟价值视角，构建了涉及有限的评价理性、评论影响、渠道价值展现程度等关键因素的社会化商务应用模型。本文提出三种有利于增加销量的社会化商务渠道选择策略：选择倾向高估或能比较理性评价产品价值的客户（率先尝新者）比例较高的渠道；选择有影响力客户比例较高的渠道；可在运用基于主体的计算实验等就渠道使用价值、虚拟价值展现程度对销量的影响进行评估后，再选择能更好地展现产品价值的渠道。并主张如下基于社会化商务的商务模式创新策略：在基于主体的计算实验等复杂性科学研究方法支持下，充分结合评论、分享等互联网社会化活动特点和社会化商务渠道特性来探索有利于提高参与者价值的商务模式。
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| 关 键 词： | 社会化商务 商务模式或商业模式创新策略 渠道选择策略 基于主体的计算实验。 Social Commerce or Social Business Business Model Innovation Strategy Channel Selection Strategy Agent-based Computational Experiment. |
| 收稿时间： | 2014-09-16 |
Social Commerce-based Business Model Innovation Strategy: a Case of Social Commerce Channel Selection Strategy |
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| Abstract: | For the decreasing economy growth rate, low growth rate of demand and more intense competition become the common challenge of companies in many industries. Business model innovation is one of what they should focus on. This article analyses social commerce-based business model innovation strategy with the case of social commerce channel selection strategy in marketing. It builds the Social Commerce Application Model in Marketing (SCM) with the methodology of agent-based computational experiment and the perspective of use value and virtual value in generalized virtual economy theory. The model includes many importmant factors in social commerce, such as limited value estimation rationality of client, the effect of comment, the effect of value display in channel. Three social commerce channel selection strategy in marketing are suggested for increasing sale amount. First, selects the channel which the proportion of clients of tending to estimate rationally or overestimate product value is higher. Second, selects the channel with the higher proportion of influential clients. Third, makes choice after objectively estimates the effect of use value display and virtual value display in channel with agent-based computational experiment. Then this article makes a proposition of social commerce-based business model innovation strategy: explores business model with the methodology of complexity science such as agent-based computational experiment, explores business model with the objective of increasing participants’ value, integrates business model with the features of social commerce channels and the features of social activity in Internet such as comment, sharing. |
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