Research On Crowdsourcing Design Production And Sales Strategy Based On Online Review

With the increasingly fierce market competition,traditional supply chain enterprises pay more and more attention to R&D and innovation activities,in order to improve their competitiveness,providing customized products is the key to meet the needs of diversified consumers.The company will inevitably invest continuously in human resources and R&D equipment,which will bring them heavy financial burden.As a result,small and medium-sized enterprises(SMEs)may have to give up customized orders because they can't afford continuous innovation investment.In order to avoid potential losses,crowdsourcing,as an open innovation paradigm,has attracted widespread attention in recent years.In this paper,we first propose a crowdsourcing product design scheme selection model and further study the crowdsourcing product design,production and marketing strategy based on online reviews.In order to solve the problems in the design and production of crowdsourcing products,we propose a supply chain framework based on the joint online comments of manufacturers and consumers,explore the influence of crowdsourcing customized production and online comments on the overall performance of the supply chain,and provide the optimal decision for the members of the supply chain.The following three models are constructed for comparative study:offline customized design and production model,online customized design and production model based on consumer comments,and online customized design and production model based on manufacturer and consumer joint comments.It is found that although intuitively improving the customization of crowdsourcing products will promote the adoption of crowdsourcing design scheme,we find that in some cases,it will hinder the company's production of customized crowdsourcing products.Finally,we find that the overall profit of the supply chain can be maximized only under the joint online review and centralized supply chain decision-making.On the other hand,in the process of crowdsourcing product marketing,there are few studies on the influence of different marketing strategy combinations on consumers' purchase decision and enterprises' promotion decision.In this paper,we propose a two-stage product pricing model,in which enterprises can choose to provide praise reward in different stages to encourage consumers to spread online comment information,or carry out advertising to promote product marketing.We first put forward two basic models that do not consider the favorable feedback,then consider the feedback strategy to expand the model,and make four promotion strategies to study the best marketing strategy theoretical model.We find that providing favorable feedback greatly affects the choice of advertising time.Interestingly,lower or higher levels of consumer comment efforts do not always benefit retailers.In addition,when the influence of online reviews is at a high level,the review information can be used as a supplement to the advertising effect to attract more consumers to buy products.On the contrary,the online comment effect may offset the advertising effect.