企业推荐奖励与广告投入联合优化问题研究

Research on Firm’s Joint Optimization of Referral Reward and Advertising Investment

随着移动互联网的发展,消费者推荐奖励作为一种新型的口碑营销工具正被越来越多的企业运用,并作为传统广告的补充。本文考虑消费者愉悦阈值对推荐过程的影响,构建了推荐奖励和广告投入的联合优化模型,得到了不同愉悦阈值下企业最优的推荐奖励-广告策略。研究发现:消费者愉悦阈值较低时,企业不提供推荐奖励,仅进行广告投入,且投入水平较高;消费者愉悦阈值中等时,企业联合使用奖励和广告投入;消费者愉悦阈值较高时,企业不考虑消费者推荐,仅进行广告投入,且投入水平较低。最后分析产品价格、愉悦阈值、广告成本系数等关键参数对最优推荐奖励和广告投入的影响。

With the development of mobile technology,the referral reward program has been increasingly implemented by firms as a new type of word-of-mouth marketing tool,and be used as a supplement to traditional advertising.Considering the effect of the delight threshold on the recommendation process,a static model of joint use of referral rewards and advertising was established,and the firm′s optimal marketing strategy under different delight thresholds was obtained.This study finds that:when the delight threshold is in the lower range,the firm invests in advertising without referral rewards,the advertising investment is relatively high;when the delight threshold is in the middle range,the firm implements the joint strategy;when the delight threshold is in the higher range,the advertising investment is lower.Finally,the impact of key parameters such as product price,cost coefficient of advertising and delight threshold on the optimal referral reward and advertising investment,were analyzed.