【摘要】 针对O2O电商平台利用补贴推广策略抢占市场的情形,通过建立多智能体仿真模型,研究不同供需情境下O2O补贴推广策略及不同参数变化对这种补贴策略的影响。结果表明:当区域市场供需状态由供不应求转变为供过于求时,重点补贴对象将由服务商转移到顾客,并且在供不应求时的最优补贴额度显著小于供过于求时的补贴额度;提高新平台用户的平均体验水平,可以扩大低广告效果下平台的市场占有率,削弱低广告效果的不良影响,同时可以降低供过于求市场中的每单最优补贴额;在新平台用户体验水平较高时,口碑传播对低广告效果时的平台补贴策略影响程度较大。更多还原

【Abstract】 Under the back ground that O2 O platforms use subsidy policy strategy to seize the market,multi-agent simulation models are built to analyze the subsidy policies and the effects of different parameters on the strategy in different supply-demand situations in this paper. Results show that,when the market is short for supply,the key subsidies objects focus on the service providers. When the market is over supplied,key subsidies objects will be transferred to the customer and the optimal subsidies are significantly more than in the state of short for supply. In case of that advertising effects of new platforms is weak,improving the user experience of new platforms will expand market share,weaken its negative effects and reduce the optimal subsidy when the market is over supply. The influence of word-of-mouth on the subsidy policy with a low advertising effect is more significant when the user experience of new platforms is at high level.更多还原