考虑流量投资的社交电商渠道引入策略研究

Research on the Introduction Strategy for Social E-Commerce Channels Considering Traffic Investment

摘要: 文章考虑流量的转化属性，聚焦上游制造商的不同流量投资情形，探究下游社交电商渠道引入策略。研究发现：(1) 均衡产品价格和均衡虚拟社区努力水平均与佣金率、流量投资水平、平台流量转化率及消费者对平台努力水平的敏感程度成正比；(2) 当消费者对虚拟社区努力水平的敏感程度较高时，引入社交电商渠道后产品价格提高，此时对制造商有利；(3) 当佣金率较高时，传统电商平台能够从社交电商渠道引入中获益，而佣金率较低时渠道引入则会损害传统电商平台的利润；(4) 电商平台总能从制造商对其的流量投资中受益，但制造商利润随着流量投资水平的提高呈现先减少后增加的变化趋势。

Abstract: The article examines the conversion attributes of traffic, focusing on diverse traffic investment scenarios among upstream manufacturers to explore downstream social e-commerce channel introduction strategies. Findings reveal: (1) Both equilibrium product pricing and equilibrium virtual community effort levels are positively correlated with commission rates, traffic investment levels, platform traffic conversion rates, and consumer sensitivity to platform effort levels; (2) When consumers exhibit high sensitivity to virtual community effort levels, introducing social e-commerce channels leads to increased product pricing, which benefits manufacturers; (3) At higher commission rates, traditional e-commerce platforms benefit from social e-commerce channel introduction, whereas lower commission rates render such introduction detrimental to their profitability; (4) E-commerce platforms invariably benefit from manufacturers’ traffic investments, yet manufacturers’ profits exhibit a decreasing trend initially followed by an increase as traffic investment levels rise.