商业经济与管理

[1]PAUWELS K,SILVA-RISSO J,SRINIVASAN S,et al.New products,sales promotions,and firm value︰the case of the automobile industry[J].Journal of Marketing,2004,68(4):142-156.

[2]WALHEISER D,SCHWENS C,STEINBERG P J,et al.Greasing the wheels or blocking the path?Organizational structure,product innovativeness,and new product success[J].Journal of Business Research,2021,126(5):489-503.

[3]MAHAJAN V,MULLER E,BASS F M.New product diffusion models in marketing︰a review and directions for research[J].Journal of Marketing,1990,54(1):1-26.

[4]PERES R,MULLER E,MAHAJAN V.Innovation diffusion and new product growth models︰a critical review and research directions[J].International Journal of Research in Marketing,2010,27(2):91-106.

[5]MARN M V,ROEGNER E V,ZAWADA C C.The price advantage[M].Hoboken︰Wiley,2004.

[6]KEMPF D S,SMITH R E.Consumer processing of product trial and the influence of prior advertising︰a structural modeling approach[J].Journal of Marketing Research,1998,35(3):325-338.

[7]刘建新,范秀成.新产品试用对消费者冲动性消费的影响---基于心理所有权和心理内疚感的双中介模型[J].当代财经,2020(9):76-89.

[8]HULTINK E J,ATUAHENE-GIMA K.The Effect of sales force adoption on new product selling performance[J].Journal of Product Innovation Management,2000,17(6):435-450.

[9]CHOI S,FRISKE W,LEE S,et al.The effects of price promotion depth on new and mature products[J].Journal of Brand Management,2014,21(3):202-215.

[10]MICHEAL K,ROCHFORD L,WOTRUBA T R.How new product introductions affect sales management strategy︰the impact of type of“Newness”of the new product[J].Journal of Product Innovation Management,2003,20(4):270-283.

[11]LOWE B,BARNES B R.Consumer perceptions of monetary and non-monetary introductory promotions for new products[J].Journal of Marketing Management,2012,28(5-6):629-651.

[12]CHAUDHURI M,CALANTONE R J,VOORHEES C M,et al.Disentangling the effects of promotion mix on new product sales︰an examination of disaggregated drivers and the moderating effect of product class[J].Journal of Business Research,2018,90(9):286-294.

[13]DERAKHSHAN M,GOLREZAEI N,MANSHADI V,et al.Product ranking on online platforms[J].Management Science,2022,68(6):4024-4041.

[14]XIA H S,PAN X T,ZHOU Y J,et al.Creating the best first impression︰designing online product photos to increase sales[J].Decision Support Systems,2020,131(4):113-235.

[15]MAYZLIN D,DOVER Y,CHEVALIER J.Promotional reviews︰an empirical investigation of online review manipulation[J].American Economic Review,2014,104(8):2421-2455.

[16]张昊,冯永晟.线上价格为何频繁大幅波动:引导购买行为的策略性定价[J].世界经济,2022(3):56-81.

[17]CUI G,LUI H K,GUO X N.The effect of online consumer reviews on new product sales[J].International Journal of Electronic Commerce,2012,17(1):39-58.

[18]LI L F,TADELIS S,ZHOU X L.Buying reputation as a signal of quality︰evidence from an online marketplace[J].RANDJournal of Economics,2020,51(4):965-988.

[19]JIANG B J,JERATH K,SRINIVASAN K.Firm strategies in the“mid tail”of platform-based retailing[J].Marketing Science,2011,30(5):757-775.

[20]HAGIU A,TEH T H,WRIGHT J.Should platforms be allowed to sell on their own marketplaces?[J].RAND Journal of Economics,2022,53(2):297-327.

[21]谢莉娟,黎莎,王晓东.中国零售业自营与联营问题的流通经济学分析[J].商业经济与管理,2019(5):5-14.

[22]MORRISON A,WENSLEY R.Boxing up or boxed in?A short history of the boston consulting group share/growth matrix[J].Journal of Marketing Management,1991,7(2):105-129.

[23]蔡祖国,李世杰.互联网平台“二选一”策略性行为的垄断机理研究[J].世界经济,2022(12):76-98.

[24]KIM J B,ALBUQUERQUE P,BRONNENBERG B J.Online demand under limited consumer search[J].Marketing Science,2010,29(6):1001-1023.

[25]肖浩然,吴福象,南永清.家庭债务积压、总消费下降与财政货币政策协调[J].金融经济学研究,2025(2):24-37.

[26]邓峰,金森森.数字经济、区域创新与城乡收入差距[J].济南大学学报(社会科学版),2024(6):93-108.

[27]GHOSE A,IPEIROTIS P G,LI B.Examining the impact of ranking on consumer behavior and search engine revenue[J].Management Science,2014,60(7):1632-1654.

[28]宋则.零售企业放弃自营、普遍联营的经济学分析---重温卡尔·马克思商业资本学说[J].财贸经济,2018(6):5-13.

[29]陈国青,吴刚,顾远东,等.管理决策情境下大数据驱动的研究和应用挑战---范式转变与研究方向[J].管理科学学报,2018(7):1-10.

[30]徐一钊,闫宏斌,马铁驹.竞争性环境下在线评论驱动的新产品开发:基于QFD的视角[J].系统工程,2022(5):54-69.

[31]张明超,孙新波,钱雨.数据赋能驱动智能制造企业C2M反向定制模式创新实现机理[J].管理学报,2021(8):1175-1186.

[32]HAGIU A,WRIGHT J.Platforms and the exploration of new products[J].Management Science,2020,66(4):1527-1543.

[33]SLONIM R,GARBARINO E.The effect of price history on demand as mediated by perceived price expensiveness[J].Journal of Business Research,1999,45(1):1-14.

[34]NAGLE T T,HOGAN J E,ZALE J.The strategy and tactics of pricing︰a guide to growing more profitably[M].5th ed.Hoboken︰Prentice Hall,2011.

[35]SPANN M,FISCHER M,TELLIS G J.Skimming or penetration?Strategic dynamic pricing for new products[J].Marketing Science,2015,34(2):235-249.

[36]PRAKASH D,SPANN M.Dynamic pricing and reference price effects[J].Journal of Business Research,2022,152(15):300-314.

[37]张昊,冯永晟,陈丽芬,等.如何推动绿色消费升级?---电商策略性调价行为与节能产品需求特征[J].管理世界,2024(7):103-128.

[38]JOO J.Rational inattention as an empirical framework for discrete choice and consumer-welfare evaluation[J].Journal of Marketing Research,2023,60(2):278-298.

[39]BAGWELL K.The economic analysis of advertising[J].The Handbook of Industrial Organization,2007,3(1):1701-1844.

[40]KAPETANIOS G,MARCELLINO M.Factor-GMM estimation with large sets of possibly weak instruments[J].Computational Statistics and Data Analysis,2010,54(11):2655-2675.

[41]ROODMAN D.How to do xtabond2︰an introduction to difference and system GMM in Stata[J].The Stata Journal,2009,9(1):86-136.

(1)据赛迪研究院数据,2021年中国家电线上渠道占比超过线下渠道。

(2)排名方面,入驻商家也可通过额外付费的方式使商品排序位置靠前。但根据中国现行《中华人民共和国电子商务法》的规定,电商需要对通过竞价排名提升排序的商品显著标注“广告”以便消费者区分。并且,从本文所用数据来看,标注“广告”的竞价排名商品数量是较为有限的。定价方面,理论上“自营”部分商品的定价权属于电商,但现实中,中国线上市场中出现了品牌制造商“代运营”电商自营商品的现象。本文所用数据样本期内,京东的FCS(Fulfilment Charged Sales)模式是其中的典型代表。

(3)这里的产品上市时间不同于在电商上架时间。产品上市是指厂家推出产品,但这不一定是在线上售卖;产品上架是指在线上出现产品销售链接,并且在同一产品可以由电商自营或多家入驻商户销售的情况下,其各自销售链接对应的上架时间可以不同。

(4)京东自2019年3月起实行订单完成后3天便以默认评价计入评价总数的规则,故顾客延迟评价带来的误差可以忽略。苏宁自2020年3月起执行的评价规则规定,顾客可对收货后45日内的商品进行评价,收货超过45日未评价的系统将默认评价。假定月内销量均匀产生,则第t+1月、t+2月中默认好评的各一半应计入第t月的销量,第t月计入第t+1月的非默认好评数量按固定比例2/5计算(改变该比例对结果几乎没有影响)。

(5)一些产品详情页型号参数与商品名称、标题中存在不一致,这里做了区分处理后同时加以控制。

(6)类似于线下实体店渠道中新款商品在品牌旗舰店销售一段时间后再进入奥特莱斯等其他渠道销售,电商购物网站中上市时间长、上架时间较短的情况可能出现在产品推出并销售一段时间后变换经销商的情况中。