顾客有限关注下的产品设计与网络营销问题研究

In the era of ‘Internet Plus’, firms in various industries have commonly integrated their traditional operations,marketing and investment activities with the Internet, which provides massive information of commodities and transactions to the end consumers and firm decision-makers. With the rapid growth of available information, both firms and their customers have shown their limited attention in processing information with dimensions of time, quantity and attributes. Limited attention may have an impact on customer purchase and firm’s performance. However, little research has been done on how customer limited attention influences consumer purchasing behavior and firm’s decision-making in the environment of the Internet economy. In this project, we first study the manifestations of customer limited attention and their possible impacts on firm decision-making through empirical and literature evidence. We then give quantitative descriptions of customer limited attention in dimensions of time, quantity and attributes from an operational perspective. In this project, we would like to revisit the problems of optimal product line design strategies, the optimal investment strategies and marketing strategies on social network platforms when customers have limited attention. We will develop the theory of limited attention with application in operations management problems, and contributes to the literature through some interdisciplinary innovative research. Our research will have extensive applications in the context of Internet Plus economy.

在互联网+时代，大量企业将其传统的运营、营销、投资策略与互联网紧密融合，为终端消费者和企业决策者提供了海量的商品和交易信息。但是急剧增长的信息，同时造成顾客和企业决策者在时间，数量，属性等维度上对信息的关注深度和处理能力有限。心理学和经济学实证证明这种有限关注对顾客购买行为会产生显著的影响。然而，管理科学领域目前对顾客有限关注如何影响决策者运营和市场决策的研究却很少。本课题首先通过实证和文献研究顾客有限关注的表现形式及其对企业运营和市场决策的影响方式；从时间、数量和属性等维度对微观决策中的顾客有限关注作量化描述；进而研究顾客有限关注下的产品线设计策略，投资优化策略及社交网络平台上的营销策略。本课题将心理学和经济学领域的有限关注理论应用和推广到运营管理领域中，是扩展现有相关理论的跨学科创新性研究，并在互联网+的经济发展战略下有广泛的应用前景。

在互联网+时代大量企业将其传统的运营、营销、投资策略与互联网紧密融合，为终端消费者和企业决策者提供了海量的信息，但顾客和企业决策者在时间、数量、能力等维度上对信息的关注深度和处理能力有限。现有心理学、经济学和金融领域实证证明这种有限关注对顾客购买和投资行为会产生显著的影响，然而在管理科学领域目前对有限关注这一现象如何影响决策者运营和市场决策的研究却很少。本课题首先通过实证和文献研究，从时间、数量和属性等维度对微观决策中的顾客有限关注作量化描述，分析了顾客有限关注在金融和营销领域的表现形式及其对企业融资、运营和销售决策的影响，进而研究有限关注现象下的融资、营销和定价策略，将心理学和经济学领域的有限关注理论推广到供应链金融和市场营销领域中，扩展了现有相关理论研究。本课题组的研究基本按照计划顺利执行，在项目规划的研究问题里取得了较好的成果，截至目前为止一共在MSOM、NRL、OMEGA、IJPR，《中国管理科学》等国内外高水平期刊上发表13篇文章，其中SCI/SSCI期刊文章9篇。本课题完成了项目既定的目标，并在研究过程中探索出若干新的研究方向，支持了项目负责人教育部青年长江学者和国家自然科学基金重点项目的获批。