摘要
顾客忠诚计划是零售商的重要销售策略之一.本文针对两期折扣问题中零售商的订货和积分回馈计划投入的联合决策问题,基于完全理性假设,并结合问题的实际情况,考虑了全价期单期以及全价期和折扣期两期的积分回馈计划,构建了基于这两种积分回馈计划下的策略型消费者决策模型.分析了不同积分回馈计划对策略型消费者行为的影响,进而讨论了零售商在不同决策下的收益情况,探索了零售商订货和积分回馈计划联合决策的制定.研究发现:(1)积分回馈计划会对策略型消费者行为产生影响,从而影响零售商的决策和收益;(2)订货和忠诚计划制定的联合决策有利于零售商提高收益;(3)对于单位成本低的商品,面向全价期的积分回馈计划的最优收益提升较大;(4)对于商品价值与实际价格差异较小的商品,积分回馈计划对最优收益的提升作用较大.具体而言,如果商品单位成本小于等于折扣价,则面向全价期的积分回馈计划的最优收益提升较大,反之,则面向全价期和折扣期的积分回馈计划的最优收益提升较大.
The customer loyalty program is one of the retailer’s most important marketing tools. As an essential element of loyalty programs(LPs), the reward amount invested by the retailer is often linked to retailer’s profit and customer behavior. Considering the two-period selling system, joint decisions of retailers’ ordering and customer loyalty programs are studied in this paper. Based on the hypothesis of a perfectly rational person, strategic consumer models are constructed with two different points reward programs, that is, points reward program in the full price period and points reward program in the discount period. Based on the conclusions of the impact of different points reward programs on the group behavior of strategic consumers, the impact of retailers’ ordering decisions and different consumer loyalty programs on profits are analysed. It is found that:(1) the points reward program has an impact on the behavior of strategic consumers, thereby affecting the retailer’s joint decision-making and its optimal benefits;(2) the retailer’s joint decision-making of inventory ordering and customer loyalty program can increase its optimal benefits;(3) for products with low unit cost, the point reward program for the full price products has a greater increase in the optimal profit;(4) when the difference between product value and unit price of the product is small, there is a more increased optimal profit of the point reward program. Specifically, the point reward program for the full price products brings in more increased optimal profit when the unit cost of products is lower than the discount price;in contrast, the point reward program for the full and discount prices products brings in more increased optimal profit when the unit cost of products are higher than the discount price.
作者
谷炜
赵晓慧
金家华
宋亚楠
闫相斌
GU Wei;ZHAO Xiao-hui;JIN Jia-hua;SONG Ya-nan;YAN Xiang-bin(School of Economics and Management,University of Scinence and Technology Beijing,Beijing 100089,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2022年第4期108-118,共11页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(72072010,71702009)。
关键词
策略型消费者
零售商
订货决策
顾客忠诚计划
strategic consumers
retailer
ordering decision
customer loyalty program