新产品网络预售对产品创新和正式销售的影响效应.docxVIP

PAGE PAGE 14 新产品网络预售对产品创新和正式销售的影响效应 摘 要 随着电子商务的发展，越来越多的企业都通过预售进行新产品测试。根据网 络预售的结果，企业可以进行有效的产品评估及筛选，在预售期了解消费者需求 进行产品创新，同时可以根据预售期产品销售情况预测正式销售期的消费者需求， 便于企业后续相关战略的制定。但是通过新产品预售是否能够实现产品测试所要 求的产品评估、产品创新和产品正式销售时对销售情况的预测呢？ 本文使用网络爬虫采集天猫平台上真实的产品数据，使用观察法和比较分析 法研究新产品网络预售对产品评估、产品创新和正式销售的影响效应。研究结果 显示：第一，通过网络预售，企业可以在正式销售前利用销量和人气值对新产品 进行筛选，达到产品评估的目的。第二，新产品网络预售在一定程度上促进了产 品创新，企业可以利用消费者评论改进商品属性，在正式销售前进行产品创新。 第三，企业可以通过网络预售预测在预售中销量和人气值高的商品有望在正式销 售中取得较高的销量和人气值。 关键词：网络预售；产品创新；在线评论Abstract With the development of e-commerce, more and more companies are testing new products through pre- sales. According to the results of online pre-sales, companies can effectively evaluate and select products, understand consumer needs during the pre-sale period, and carry out product innovation. At the same time, they can predict consumer demand during the sales period based on the sales of the products in the pre-sale period. companies make follow-up strategies more accurate Due to this method. But through the pre-sale of new products, can companies realize product evaluation, product innovation, and product sales forecasts when they are selling? This article uses web crawlers to collect real product data on the T-mall platform, and uses observation method and comparative analysis method to study the impact of new product online pre-sales on product evaluation, product innovation and product sales. The research results show that: First, through online pre-sales, companies can use sales volume and popularity to select products before the sales period to achieve the purpose of product evaluation. Second, online pre-sales of new products have promoted product innovation to a certain extent. Companies can use consumer reviews to improve product attributes and carry out product innovation before official sales. Third, companies can predict through online pre-sales that products with high sales and popularity values in pre-sales are expected to achieve higher sales and popularity values in sales. Keywords: On