A Study Of The Selection And Optimization Of Seller’s Sales Strategies Based On Social Media

With the popularity of social media, Consumers spent more and more time on social media, through social media, consumers can learn more about a commodity or a particular class of goods which they are interest in. Social media has become a very important factor that influence consumer buying behavior, and consumers can conduct information dissemination,information exchange, information sharing via social media. At the same time many businesses begin to pay attention to the marketing role of social media, they advertise their products their official website, the official microblogging and We-chat public platforms. The activities of bussesses and customers have caused the attention of the business and academic fields. However, previous studies do not consider the situation of influence of when both the businesses and consumers are using social media on the choice of business sales strategies.Research methods include in this paper are literature reading, researching and mathematical analyzing. Suppose there are two types of consumers on the market, the one is the people who have a high valuation about the product, and the other is the people who have a low valuation. There are three selling products ways for selles to choose, fixed-price, price-promotin and group-buying. Considering the impact of social media on consumer behavior, this paper studies the selection and optimization of sellers’ sales strategy. The results show that when the two types of consumers have a high communication efficiency and a moderate large valuation gap between them, then the group-buying is prior to the other two sales strategies.Based on which, when sellers use social media to influence consumer behavior, this paper studies the selection and optimization of their sales strategies, and gets the similar results. Finally, considering the case of sellers using the fixed price and group-buying strategies to sell products, and making a comparison with the result of using group-buying strategy only. The results show that when the efficiency of communication between the two types of consumers is low, or when the efficiency of communication between the two types of consumers is high but their valuation gap is small, then the sellers adopt mixed strategy is better than pure group-buying strategy, when the efficiency of communication between the two types of consumers is high, but the valuation gap between them is very large, the pure group-buying strategy is prior to mixed strategy.The innovation point in this research lies in taking into consideration the factor of the effect of social media on the customer behavior and the condition of the existing of the information exchange between customers when studying the selection and the optimization of sellers’ sales strategy.