With the growing of the new product consumption market,major e-commerce platforms have launched new product sub-platforms.Facing platform traffic advantage and competitive environment,it is very important for brands to choose reasonable new product information disclosure channels to improve their brand competitiveness.The information updating process of regular customers and new customers is described by establishing the game model of new product pricing under the three modes of official website channel disclosure,platform channel disclosure and platform-official website disclo-sure,and the influence of the informativeness disclosed on the platform and the platform traffic advan-tage on brands'information disclosure channel selections is analyzed,based on the Bayesian principle.The results show that in the case that the informativeness disclosed on the platform is larger than that on the official website,when the potential market size of the brand is large,the disclosure mode of platform-official website disclosure is dominant with the increase of the platform traffic advantage,and if the platform traffic advantage is small,it is better for brands to choose official website channel disclosure mode and disclose less information.In the case that the informativeness disclosed on the platform is less than that on the official website,the platform channel disclosure mode prevails when the platform traffic advantage is large and the potential market size is small.
关键词
推新平台/信息披露/信息型信号/新品推出
Key words
new product platform/information disclosure/informative signal/new product launch
维普
万方数据