A Study On The Effect Of Manufacturer’s Product-Sale Strategy To Consumer’s Demand Under The Environment Of Online Review Based On Computational Experiment

Nowadays, the Internet has become one of the most important sources of information. Accordingly, the number of consumers using online shopping is rapidly increasing. Consequently, many manufacturers have to build network channels to face the consumers. When consumers make demand decisions, they are always affected by the online review. And after their online shopping, they tend to spread their own review through the Internet. As a consequence, how to choose an optimal product-sale strategy to satisfy the demands of consumers and influence consumers’online review has become a problem worthy of study.In this paper, using the method of computational experiment for social science, a model of supply chain network under online review environment is established. In this supply chain network, manufacturer has three different product-sale strategies and three different product distribution strategies. All the consumers in the supply chain network are divided into three categories and create a small-world network.In the experiment, seven experimental groups were initialized and repeated hundreds of times. By the analysis of experiment results, Build-up with delayed selling product-sale strategy is the best for manufacturer, and then the Myopic product-sale strategy and Build-up product-sale strategy. The privilege promotion distribution strategy will cause the Matthew effect of consumer demand. Waiting prior distribution strategy can effectively reduce the loss of customers and the number of negative comments. In addition, consumers waiting period and manufacturer’s build-up period affect the results.