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在社会化电子商务情境下,顾客的社会影响在新产品扩散过程中扮演了重要角色,顾客的价值不仅来自购买价值也来自影响价值,如何量化顾客价值是关注的重点.因此,结合社会化电子商务的特点,在影响者-模仿者非对称影响模型的基础上,计算不同类型顾客的影响范围,分别测量顾客的购买价值和影响价值以确定顾客价值.并对不同类型顾客的顾客价值、影响价值和购买价值进行仿真,分析随时间的变化过程.研究表明早购买者比晚购买者有更高的顾客价值,因此企业需要在产品发布的初期通过营销手段吸引尽量多的顾客,并提高早购买者的满意度以创造更高的影响价值.
In the socialized e-commerce scenario, the social influence of customers plays an important role in the diffusion of new products. The value of customers comes not only from the purchase value but also from the influence value, so how to quantify the customer value is the focus of attention.Therefore, Based on the asymmetric impact model of influencers and imitators, this paper calculates the influence scope of different types of customers, and measures the purchase value and influence value of customers respectively to determine the customer value.Customer value and influence of different types of customers Value and purchase value to analyze the process of change over time.Studies show that early buyers have higher customer value than late buyers, so enterprises need to attract as many customers as possible through marketing in the early stages of product launch, Buyer satisfaction to create higher impact value.