线下超市限量促销效果评价研究——基于条形码扫描数据的分析

Research on the effect of limited promotion in offline supermarkets——Analysis based on barcode scanning data

客观评价超市限量购买促销方式对销售量的影响,对于超市管理者进行促销决策具有一定的现实意义。本文利用超市扫描数据,选择抽纸和洗发水两个品类数据进行分析,尝试基于超市视角,对限量促销方式进行研究。结果表明:商品在打折的基础上进行数量限购,对销售量存在显著的正向影响,且品类间存在异质性,对抽纸采用限量购买的方式对销售量的影响更大。另外,本文估计了两个品类的价格弹性,相对于洗发水,抽纸的价格弹性更高,且品牌间也存在显著差异。

Objectively evaluating the impact of the limited promotion method on the sales volume of supermarkets has certain practical significance for supermarket managers to make promotional decisions.This article uses supermarket scan data,selects two categories of data,such as tissueand shampoo,for analysis,and attempts to research the effect of limited sales methods based on the supermarket perspective.The results show that the limited quantity purchase of goods on a discounted basis has a significant positive impact on sales volume,and there is heterogeneity among categories,and the use of limited purchases ontissue has a greater impact on sales volume.In addition,this article estimates the price elasticity of the two categories.Compared to shampoo,the price elasticity of tissue is higher,and there are significant differences between brands.