Abstract:

In order to effectively implement social marketing strategies by making full use of the informative effect of consumer sharing behavior, firms regard the design of reward mechanism for consumers sharing behavior as one of the important marketing decisions. Based on the analysis of the behavior norms of the firm, the sharer, and the receivers (the sharer’s close friends and acquaintances) under the threshold reward mechanism, an optimization decision model is built considering these three agents to explore the optimal reward structure. The results indicate that the incentive effect of firm-offered-reward on consumers conforms to the law of diminishing marginal utility. On the whole, with the improvement of the sharer’s social influence, the firm tends to adopt the reward structure with a high threshold and high reward. However, with the law of diminishing marginal utility, the firm is able to get higher returns actually by only seeking the output resulting from the browsing behavior of sharer’s close friends under certain conditions.

Key words: social marketing, sharing behavior, informative effect, threshold reward, reward mechanism

摘要：

为充分利用消费者分享行为的信息性效用，以有效实施社交营销，分享行为奖励机制的设计成为企业重要营销决策之一。在分析阈值奖励机制作用过程中各个主体（企业、分享者及分享者好友）行为规律的基础之上，构建优化模型，探讨企业最优奖励结构。研究表明，企业奖励对消费者激励效用表现出边际效用递减规律；分享者在其好友圈的影响力水平越高，即分享者购买产品这一信号对其好友购买意愿的促进作用越强，企业则更倾向于采用（高阈值，高奖励）奖励结构；在奖励边际效用递减规律的作用下，当分享者分享型偏好很低，分享者在其好友圈的影响力水平不够高时，或者即使分享者影响力水平足够高，但分享者亲密型好友群体比例也很高时，企业只争取分享者亲密型好友群体的浏览量，反而能够取得更好的营销效果。

关键词: 社交营销, 分享行为, 信息笥效用, 阈值奖励, 奖励机制