【作者】 汪磊；

【导师】 杜少甫；

【作者基本信息】 中国科学技术大学 ， 管理科学与工程， 2022， 博士

【摘要】 平台经济的快速发展以及互联网存量竞争背景为平台运作策略提出了新的要求,同时也为平台型企业的运作策略、定价策略、差异化竞争提出了新的挑战。消费者在新时代下消费需求呈现个性化、多元化的特征,在本文当中具体表现为消费者绿色偏好、消费者分层、消费者广告厌恶。互联网市场竞争格局在新时代下随着人口红利的消失也出现存量竞争的特点,面对差异化的消费者以及自身所处的市场竞争态势差异,平台型企业如何采用差异化的营销策略实现其优化是平台型企业在运作实践当中所面临的现实困难。与同质化营销策略竞争相比,差异化营销策略往往可以避免直面竞争所带来的竞争加剧,并且可以带来双赢甚至多赢的结果。在诸多差异化策略当中,本文主要聚焦在差异化广告策略和差异化会员机制上,广告策略和会员机制策略也是现实平台型企业在实践当中所常用的营销策略。在具体研究框架下本文考虑了消费者绿色偏好、消费者分层以及消费者广告厌恶对消费者需求和选择构成的影响,本文进行了差异化的广告资源分配策略、差异化会员机制设计和考虑广告收入和会员费收入的差异化盈利研究,得到三种差异化运作策略场景下的平台、制造商和广告商的最优决策与利润改进空间,进而为平台以及博弈方的决策及策略选择提供理论支撑。首先,本文对考虑消费者偏好以及竞争性绿色表现差异化产品下的平台绿色广告差异化投放策略进行研究。研究发现,当平台采用最大差异化广告资源投放策略时,即只对上游绿色表现更好的制造商的产品进行绿色广告投放会带来更高的收益,并且在这种差异化广告策略投放策略下整个平台供应链系统可以获得最高的环境表现。这是因为如果同时对多个产品进行广告会导致广告效果之间的蚕食效应,只对绿色表现更好的产品进行绿色表现投放可以避免这种广告间的蚕食效应。同时,本文还发现,只对绿色表现更好的产品进行绿色广告投放会使得上游产品绿色表现好的制造商受益,会在一定程度上损害绿色表现劣势的制造商利润。这会导致上游竞争性企业为了争夺更好的绿色排名而促进行业性的绿色升级。研究结果表明差异化绿色广告投放策略可以同时带来经济效益和环境效益,凸显了差异化广告资源分配策略的价值。接着,针对竞争性平台的差异化会员机制设计运作场景展开研究,根据现实平台会员机制的运作实践抽象出两种典型的会员机制,即仅面向高价值消费者的高端会员模式和面向所有消费者的大众会员模式,他们的本质区别在于是否允许所有的消费者付费成为会员。具体而言,面对消费者消费能力分层的现象,竞争性平台如何以及是否应该采用面向不同人群的差异化会员机制设计。研究表明,与同质化会员竞争相比,竞争性平台采用差异化会员机制进行竞争可以使得双方都有更好的利润表现,由于会员机制面向差异化人群可以在一定程度上削弱两个平台的直面竞争从而达到双赢的效果。同时该研究还对差异化会员机制竞争场景下的决策变量以及市场细分进行了详细论述。最后,本文综合考虑了平台型企业的广告收入以及会员费收入对平台的差异化双边盈利模式展开研究,对于视频平台来说,广告收入和会员费收入都是其营收的重要组成部分,同时本文将消费者广告厌恶以及价格敏感性因素纳入到差异化盈利模式的研究当中,结果显示广告厌恶行为因素并不是平台转向向消费者收费的刺激因素,消费者广告厌恶行为对于平台来说始终是负面的消费者行为。平台由单边广告收费转向双边用户收费的主要因素是在于消费者的价格敏感性,当价格敏感性较低时,平台应该采用差异化的双边盈利模式,而当消费者价格敏感性较强时,平台则应该保持其传统的单边广告商收费模式。同时,研究还发现向消费者收费对于广告商来说也可能带来更好的利润表现。综上,本文既从理论层面深化了对消费者行为因素对平台运作影响的本质作用机理和内涵,从实践层面结和平台运作不同场景,探索不同营销策略对消费者行为特征的影响。研究了平台差异化营销策略下的广告分配策略,会员机制设计以及同时考虑广告收入和会员收入的差异化盈利模式。本文为平台经济背景下企业广告策略优化和会员机制提供建议。研究结果证明了差异化营销策略的价值,相较于同质化营销策略竞争,差异化竞争可以为平台、制造商、广告商带来双赢的效果。该研究为企业差异化营销策略设计提供思路。当平台推出营销策略时,避免直面竞争可能可以为其带来更好的利润表现。更多还原

【Abstract】 The rapid development of the platform economy and the internet stock competition have put forward new requirements for the platform’s operations and put on new challenges for the operation strategy selection,pricing strategy,and differentiated competition of the platform industry.Under the new trend,consumers’consumption demand presents the characteristics of individualization and diversification.In this thesis,the specific consumer behavior factors are consumer stratification,green preference,and advertising disgust.At the same time,the competition pattern of the Internet market in the new era is also characterized by the disappearance of the demographic dividend.How should the platform adopt differentiated marketing strategies in the face of differentiated consumers and differences in the market competition situation?How to realize the optimization of marketing strategies is a practical difficulty faced by the platform?Compared with the homogeneous marketing strategy competition,the differentiated marketing strategy can often avoid intensifying competition brought about by the "head-to-head"competition.It can often bring about a win-win or even a multi-win effect.Among many differentiated strategies,this paper mainly focuses on differentiated advertising and differentiated membership mechanism,which are also the marketing strategies commonly used by platform-based companies.Under the framework of specific research questions,this paper considers consumers’ green preference behavior,consumer stratification,and consumer advertising disgust on consumer demand and choice.It then analyzes differentiated advertising resource allocation strategies and differentiated membership mechanisms.Design and consider the differentiated profit research of advertising revenue and membership fee income,obtain the platform,manufacturer,and advertiser’s optimal decision-making and profit improvement space under the three differentiated operation strategies.And then provide the decision-making for the platform and the game players.First,this thesis studies the differentiated allocation strategies of platform’s green advertisements considering consumer preferences and the differentiation of green performance of competing manufacturers’ products.Our research has found that when the platform adopts the most differentiated advertising resource allocation,only placing green ads on manufacturers with better green performance can bring higher profits.And in this differentiated advertising allocation strategy,the highest environmental benefits can be obtained from the platform supply chain system.Because if multiple products are advertised simultaneously,it will lead to a cannibalizing effect of advertising effects,and only placing green advertising on products with better green performance can avoid cannibalizing effect.This paper also found that only advertising the products with better green performance will benefit the manufacturers with the good green performance and damage the profits of manufacturers with weak green performance.This will lead to an industry-wide green upgrade for upstream companies to compete for green rankings.This shows that the differentiated green advertising strategy can bring economic and social benefits and highlights the value of the differentiated advertising resource allocation strategy.Then,this thesis researches the competitive operation scenarios of the differentiated membership mechanism of competitive platforms.This paper summarizes two membership mechanisms according to actual platform practice,the top-tier membership pattern only for high-value consumers and the general membership pattern for all consumers.The essential difference between them is whether all consumers are allowed to pay for a membership,specifically,in the face of consumer spending power stratification,how and whether competitive platforms should adopt differentiated membership mechanism strategies for different groups of people.Our research shows that compared with homogeneous membership competition,competitive platforms can have better profit performance for both platforms when they use differentiated membership mechanisms.The differentiated competition can achieve a win-win effect.At the same time,this paper also discusses the decision variables and market segmentation in the differentiated membership mechanism scenario.Finally,this paper comprehensively considers the platform’s advertising revenue and membership fee income to research the differentiated profit mode of the platform.For video platforms,advertising revenue and membership fee income are important components of their revenue.At the same time,in the study,the factors of consumer advertising disgust and payment preference behavior were incorporated into the research of differentiated profit mode.This paper found that the advertising disgust behavior factor was not the main factor for the platform to shift to charging consumers.And the platform turned from unilateral advertising charging to bilateral user charging;the main factor is consumers’ payment preference.When the payment preference is large enough,the platform should adopt a differentiated bilateral profit mode.When the consumer’s willingness to pay is not strong enough,the platform should maintain its traditional advertiser charging.At the same time,this paper also found that charging consumers may also lead to better profit performance for advertisers.This thesis deepens the connotation of the influence of consumer behavior factors on platform operations from the theoretical level.It explores the influence of different marketing strategies on consumer behavior characteristics from the practical level.This thesis provides suggestions for corporate advertising strategy optimization and membership mechanism in the context of the platform economy.The results prove the value of differentiated marketing strategies.Compared with homogeneous marketing strategy competition,differentiated competition can bring win-win results for platforms,manufacturers,and advertisers.This thesis provides ideas for the design of enterprise differentiated marketing strategies.When platforms launch marketing strategies,avoiding head-to-head competition can lead to better profit performance.更多还原