Strategies for new product diffusion: Whom and how to target?
Strategies for new product diffusion: Whom and how to target?
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DOI：
10.1016/j.jbusres.2017.10.010
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发表时间：
2018-02
影响因子：
11.3
通讯作者：
Hai-Hua Hu;Jun Lin;Y. Qian;Jian Sun
中科院分区：
文献类型：
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作者：
Hai-Hua Hu;Jun Lin;Y. Qian;Jian Sun
本文研究了利用消费者之间的同伴效应来促进新产品扩散的促销策略。以前的研究对新产品促销的目标群体(例如，有影响力的人、易受影响的人或不受影响的人)提出了相互矛盾的建议。利用基于代理的建模和仿真(ABMS)，我们表明，每个建议的消费者群体都可以成为一个有前途的目标，这取决于他们的目标如何，根据目标的大小和促销强度。作者进一步推荐了在预算约束下谁和如何确定目标的最优组合。具体地说，在预算有限的情况下，最好的方法是通过弱促销来瞄准尽可能多的易受影响的人。在预算很大的地方，以不受影响的人为目标的免费产品应该是第一选择。在其他情况下，最好的方法是通过适度的晋升，尽可能多地瞄准有影响力的人。
This paper examines the promotional strategies for new product diffusion by leveraging peer effects among consumers. Previous studies have offered conflicting recommendations on whom to target (e.g., influentials, susceptibles, or unsusceptibles) with respect to new product promotions. Utilizing agent-based modeling and simulation (ABMS), we show that each of the proposed consumer groups can be a promising target, depending on how they are targeted, according to target size and promotion intensity. The authors further recommend the optimal combination ofwhomandhow to targetunder budget constraints. Specifically, where a budget is limited, the best approach is to target as many susceptibles as possible with a weak promotion. Targeting unsusceptibles with free products should be the first choice, where the budget is large. In other cases, the best approach is to target as many influentials as possible with a moderate promotion.