[1]左妹华,梁周扬*,朱剑峰.消费者考虑集视角下在线品牌动态竞争关系研究[J].江西师范大学学报(自然科学版),2023,(04):360-367.[doi:10.16357/j.cnki.issn1000-5862.2023.04.05]
 ZUO Meihua,LIANG Zhouyang*,ZHU Jianfeng,et al.The Study on Dynamic Competitive Relations of Online Brands from the Perspective of Consumers' Consideration Sets[J].Journal of Jiangxi Normal University:Natural Science Edition,2023,(04):360-367.[doi:10.16357/j.cnki.issn1000-5862.2023.04.05]
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消费者考虑集视角下在线品牌动态竞争关系研究()
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《江西师范大学学报》(自然科学版)[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2023年04期
页码:
360-367
栏目:
数学与应用数学
出版日期:
2023-07-25

文章信息/Info

Title:
The Study on Dynamic Competitive Relations of Online Brands from the Perspective of Consumers' Consideration Sets
文章编号:
1000-5862(2023)04-0360-08
作者:
左妹华1梁周扬2*朱剑峰3
(1.惠州学院建筑与土木工程学院,广东 惠州 516000; 2.广东工业大学管理学院,广东 广州 510520; 3.清华大学深圳国际研究生院,广东 深圳 518055)
Author(s):
ZUO Meihua1LIANG Zhouyang2*ZHU Jianfeng3;
(1.School of Architecture and Civil Engineering,Huizhou University,Huizhou Guangdong 516000,China; 2.School of Management,Guangdong University of Technology,Guangzhou Guangdong 510520,China; 3.International Graduate School at Shenzhen,Tsinghua University,Shenzhen Guangdong 518055,China)
关键词:
在线市场 动态竞争分析 点击流数据 空间杜宾模型 网络分析
Keywords:
online marketplaces dynamic competition analysis clickstream data spatial Dubin model network analysis
分类号:
Q 935
DOI:
10.16357/j.cnki.issn1000-5862.2023.04.05
文献标志码:
A
摘要:
如何根据在线市场消费者客观地考虑集信息研究品牌间动态竞争关系已成为运作管理领域急需解决的关键问题之一.针对该问题,该文首先根据京东网站消费者考虑集信息构建在不同时间窗下品牌间动态竞争关系网络; 其次,分别计算在各时间窗竞争关系网络中结构洞及中心性指标; 最后,考虑不同时间窗同一品牌竞争强度的相互依赖性,采用空间杜宾模型研究社交网络属性因素对品牌动态竞争强度的影响.研究发现:结构洞和度中心性指标对品牌动态竞争强度具有正向影响,而介数中心性指标对品牌动态竞争强度具有负向影响.基于该研究结果,在进行产品设计时各品牌应注重细分市场产品属性的创新,以增加品牌的动态竞争强度.
Abstract:
How to collect information based on the objective consideration sets of consumers in the online marketplaces to study the dynamic competitive relationship between brands has become one of the key issues that urgently need to be resolved in the field of operation management.To this problem,firstly a dynamic competitive relationship network is built between brands under different time windows based on the information collected by consumers'consideration sets on JD.com.Secondly, the structural holes and centrality indicators in the competitive relationship network under each time windows are calculated.Finally,considering the interdependence of the competition power of the same brand in different time windows,the spatial Dubin model is used to study the influence of social network attribute factors on the brand dynamiccompetition power.The study finds that structural holes and degree centrality indicators have a positive impact on brand dynamiccompetition power,while between-ness centrality indicators have a negative impact on brand dynamiccompetition power.Based on the results of this research,when designing products,brands shall focus on the innovation of product attributes in market segments to increase the power of brand dynamic competition.

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备注/Memo

备注/Memo:
收稿日期:2023-06-05
基金项目:广东省基础与应用基础研究基金(2022ZX163),惠州市哲学社会科学基金(2022ZX052),惠州学院教授/博士科研启动课题(2020JB060),惠州学院高等教育教学改革课题(惠院发〔2022〕163号41),广东省本科高校在线开放课程指导委员会研究课题(2022ZXKC437)和广东省教育科研课题(2023GXIK504)资助项目.
作者简介:左妹华(1986—),女,江西九江人,讲师,博士,主要从事消费者行为、智能商务、多属性决策的研究.E-mail: zuomeihua123@126.com
通信作者:梁周场(1985—),男,广东阳江人,实验师,博士,主要从事数据挖掘方面的研究.E-mail:liangzy@gdut.edu.cn
更新日期/Last Update: 2023-07-25