积分通用计划下考虑积分管理平台的零售商策略研究

A Research on Retailer Strategy Considering the Point Management Platform under Point-sharing Policy

考虑在零售商积分通用计划下加入积分管理平台,利用微分博弈研究当广告效应随时间衰减时,两个零售商和积分管理平台的最优长期利润以及广告最优效应轨迹。研究表明,消费者更加重视促销水准而非促销时效,分散决策下的成本分担机制对产品的广告效应和各方的利润均有促进作用,而零售商之间激烈的竞争则内耗掉彼此以及积分管理平台的利润。最后通过数值算例验证了所得结论的重要性,为零售商是否进行积分联盟和积分管理平台的选择提供了参考意见。

Joining the points management platform under the retailer point-sharing policy is considered,and a differential game is used to study the optimal long-term profit and the optimal advertising effect trajectory of two retailers and the points management platform when the advertising effect decays with time.The results show that:consumers pay more attention to the promotion level than the promotion effectiveness,the cost sharing mechanism under decentralized decision-making can promote the advertising effect of products and the profits of all parties,while the fierce competition among retailers consumes the profits of each other and the points management platform.Finally,a numerical example is given to verify the importance of the conclusions,which provides reference for retailers to choose points alliance and points management platform.