考虑消费者偏好的竞争性企业电子优惠券定向投放策略研究

Research on the Targeted Delivery Strategy of Competitive Enterprises’Electronic Coupons Considering Consumers’Preference

针对生产异质产品的竞争性企业电子优惠券投放问题,本研究考虑消费者偏好异质,剖析基于消费者偏好的电子优惠券定向投放对产品效用的影响机理,构建发放相同面值、不同面值优惠券的决策模型,并进一步讨论产品质量差异下企业的最优优惠券促销策略。研究结果表明:1)优惠券面值与产品价格、质量呈正相关关系,而定向能力水平与消费者价格敏感度呈负相关,与质量敏感度的关系受产品差异的影响;2)优惠券歧视性定价改变了企业的价格、定向能力策略,针对价格敏感型消费者的优惠券面值高于统一定价策略下的优惠券面值,而针对质量敏感型的电子优惠券面值是低于统一定价策略下电子优惠券面值;3)相较于相同面值优惠券策略,不同面值优惠券策略使得企业能够获取更大利润,尤其对于产品或者品牌处于劣势的企业。

In a market with uncertain quality perception,consumers often make purchase decisions based on product quality and price.However,different consumers have varied perceptions of product quality and price.As an effectively promotional and advertising tool,e-coupons can not only convey information about a company’s products and quality,but also better meet the needs of consumers with different preferences.At present,the ability of enterprises to obtain information has been significantly improved,and they can effectively identify consumer preferences and target coupons accordingly.Compared with traditional price promotion,targeted coupons pay attention to the matching of coupon delivery scope and consumer demand,which can effectively overcome the problem of poor pertinency of price promotion targets and improve consumers’cognition and acceptance of products.In practice,more and more enterprises carry out targeted coupon promotions.Taking Volkswagen DotCom as an example,merchants combine user preferences to push preferential information on specific commodities in the vicinity,which can significantly reduce consumers’search costs and strengthen consumers’knowledge of the products.When confronted with groups of consumers with different preferences,how to develop an effective e-coupon strategy?How to make a scientific and reasonable decision on the combination of e-coupon and product price based on consumer preferences to maximize revenue?The solution of these problems plays an important role in improving the competitiveness of enterprises.Therefore,in view of the issue of e-coupon delivery in the market of heterogeneous product competition,we innovate from the perspective of consumer preference,analyze the relationship among consumer preference,coupon face value and consumer demand(utility),and use hotelling model to build a decision-making model of coupons with the same/different face value under the influence of directional ability,in order to explore the enterprise e-coupon delivery strategy under the product quality difference.The results show that coupon face value is positively correlated with product price and quality,while the level of targeting ability is negatively correlated with consumer price sensitivity,and the relationship with quality sensitivity depends on product differences.The discriminatory pricing of coupons changes the price and directional ability strategies of enterprises.The face value of coupons for price-sensitive consumers is higher than that under the unified pricing strategy,while the face value of coupons for quality-sensitive consumers is lower than that under the unified pricing strategy.Moreover,the ability of enterprise orientation under the discriminatory pricing strategy is higher than that under the uniform pricing strategy.Compared with uniform pricing strategy,coupon discriminatory pricing can enhance enterprises’competitive advantage in the market and obtain greater market profits,especially for enterprises at a disadvantage in the market.The research conclusions can provide some theoretical references for online marketing enterprises to launch coupons and acquire targeting ability.However,there are still shortcomings:The research is more focused on the enterprise coupon delivery strategy under the situation of heterogeneous consumers and heterogeneous enterprise products,and most of them are the optimal decision of enterprises under static conditions.In the future,it can be extended to the dynamic competition of product quality and price under the existence of many homogeneous conditions in reality,as well as the competition of enterprise product quality and price under complex circumstances.