关键词: 社会化商务, 商务模式或商业模式创新策略, 渠道选择策略, 基于主体的计算实验。, Social Commerce or Social Business, Business Model Innovation Strategy, Channel Selection Strategy, Agent-based Computational Experiment.

Abstract: For the decreasing economy growth rate, low growth rate of demand and more intense competition become the common challenge of companies in many industries. Business model innovation is one of what they should focus on. This article analyses social commerce-based business model innovation strategy with the case of social commerce channel selection strategy in marketing. It builds the Social Commerce Application Model in Marketing (SCM) with the methodology of agent-based computational experiment and the perspective of use value and virtual value in generalized virtual economy theory. The model includes many importmant factors in social commerce, such as limited value estimation rationality of client, the effect of comment, the effect of value display in channel. Three social commerce channel selection strategy in marketing are suggested for increasing sale amount. First, selects the channel which the proportion of clients of tending to estimate rationally or overestimate product value is higher. Second, selects the channel with the higher proportion of influential clients. Third, makes choice after objectively estimates the effect of use value display and virtual value display in channel with agent-based computational experiment. Then this article makes a proposition of social commerce-based business model innovation strategy: explores business model with the methodology of complexity science such as agent-based computational experiment, explores business model with the objective of increasing participants’ value, integrates business model with the features of social commerce channels and the features of social activity in Internet such as comment, sharing.