新一轮影响者营销热潮中，影响者的职能从推广变为销售，企业的运营模式呈现出前期大规模雇佣，后期低强度营销的两阶段特点。现有的基于特征的挑选方案更适用于第二阶段，为此，本研究探讨了企业如何动态制定营销方案实现利润最大化。具体地，本研究假设产品有滞后的正外部性，将单期社交网络定价模型扩展到多期，并给出两阶段的营销策略方案。结果表明，企业在第二阶段进行营销活动的动力不足，同时第一阶段的营销强度与产品的社交属性、社交网络密度以及折现率相关。同时研究还发现，该营销活动在提高消费者福利平均水平的同时还会产生群体之间的不平等。

In the new round of online celebrity marketing boom, the function of influencer has changed from promotion to sales. Meanwhile, the cooperation-mode between a company and influencers has shifted from careful selection to large-scale employment, so there is a need for new decision-making scheme. Around the products with lagged positive externalities, this paper extended the social network pricing model from one-phase to multi-phase and presented a two-stage marketing strategy formulation scheme. The numerical results show that companies are not motivated to undertake marketing campaigns in the second phase. And the marketing intensity in the first stage is related to the social attributes of products, social network density and discount rate. At the same time, the research also found that the marketing activities not only improve the average level of consumer welfare, but also produce inequality between groups.

年国家自然科学基金面上项目（71974179）：面向双创升级版的区域创业生态系统演化与政策保障研究，负责人：卢涛；2021年中央高校基本科研业务费专项资金资助项目：数字化平台生态系统创新战略与治理机制，主持人：卢涛。