›› 2020, Vol. 32 ›› Issue (2): 197-204.

• 市场营销 • 上一篇    下一篇


刘欣1, 李永立1,2, 张杰3   

  1. 1. 哈尔滨工业大学经济与管理学院, 哈尔滨 150001;
    2. 东北大学工商管理学院, 沈阳 100169;
    3. 南开大学经济研究所, 天津 300071
  • 收稿日期:2017-05-08 出版日期:2020-02-29 发布日期:2020-03-07
  • 通讯作者: 李永立(通讯作者),哈尔滨工业大学经济与管理学院教授,博士生导师,博士
  • 作者简介:刘欣,哈尔滨工业大学经济与管理学院博士研究生;张杰,南开大学经济研究所硕士研究生。
  • 基金资助:


Managerial Strategy of Choosing the Key Consumers by Considering Network Externality

Liu Xin1, Li Yongli1,2, Zhang Jie3   

  1. 1. School of Management, Harbin Institute of Technology, Harbin 150001;
    2. School of Business Administration, Northeastern University, Shenyang 100169;
    3. Institute of Economics, Nankai University, Tianjin 300071
  • Received:2017-05-08 Online:2020-02-29 Published:2020-03-07



关键词: 关键消费者, 网络外部性, 先行消费者, 效用函数


In the era of "Internet +", the ability of identifying the key consumers has become an important factor that affects the manufacturer's profit. The paper adopts the utility function with network externality to analyze how the monopolistic manufacturer chooses the key consumers by maximizing their own interests. In the market structure of complete monopoly, the paper constructs a multi-stage game process to derive the feature function of reflecting the consumers' importance, under two cases:with and without considering the first consumer movers. Finally, the complexity of the algorithm is tested by a series of simulations and this model is applied in the specific real scenario that shows how the mobile phone communication provider chooses the key consumers. The above analyses show that the strategies of choosing key consumers proposed by the paper are feasible and effective, which can significantly improve the profit of monopolistic manufacturer. In all, the proposed model and the achieved strategy has a certain application value in solving specific management problems.

Key words: key consumers, network externality, first consumer movers, utility function