检索结果-南通市图书馆

How to Promote Sales: Discount promotion or coupon promotion?

Journal of Systems Science and Systems Engineering 2020年第4期29卷 381-399页

作者： Peng Wiang Rong Du Qiying Hu School of Economics and Management Xidian UniversityXi'an 710126China School of Management Fudan UniversityShanghai 200433China

In this paper,we examine how a merchant should choose between discount promotion(offering a discount through an online third-party promotion platform)and coupon promotion(ssuing on-package coupons directly to consumers).We develop a two-period model in which the merchant optimizes the promotion decision in the first period and does not promote in the second *** identify two consumer segments:informed consumers who are aware of the merchant's offering at the beginning of the first period and know the true quality of the product,and uninformed consumers who are not aware of the merchant's offering at the beginning of the first period and underestimate the product ***,the merchant has access only to informed consumers when adopting coupon promotion or when choosing not to promote,while the merchant can access both informed consumers and uninformed consumers when offering discount *** this setting,we find that the merchant should offer discount promotion when the quality estimation of uninformed consumers is large and/or when the proportion of informed consumers is small;otherwise,the merchant should adopt coupon promotion when the effect of coupons in the first period is large and choose not to promote when the effect of coupons in the first period is small.

关键词： Sales promotions on-package coupons coupon promotion discount promotion delayed in-centive

来源：

维普期刊数据库评论

在线全文

维普期刊数据库

学校读者我要写书评

暂无评论

Impacts of Platform’s Omnichannel coupons on Multichannel Suppliers

引用

Journal of Systems Science and Systems Engineering 2023年第1期32卷 71-99页

作者： Yue Zhang Xiaojian Hu Ju Zhao Ju Qiu School of Management Hefei University of TechnologyHefei230009China Key Laboratory of Process Optimization and Intelligent Decision-Making Ministry of EducationHefei230009China

While coupons that can be redeemed only in online channels have been issued by e-commerce platforms for decades, a new type of platform’s coupons, i.e., omnichannel coupons, which can be redeemed in both online and store channels, is gaining popularity with the rise of the omnichannel retail mode. It is interesting to explore the conditions under which omnichannel coupons are more advantageous to platforms and multichannel suppliers that sell products through platforms and physical stores. Two game models are developed in two cases where an e-commerce platform offers single channel coupons or omnichannel coupons for a multichannel supplier. Two scenarios are considered: one in which a consumer’s valuation of a product that fits his or her need is homogeneous and another in which the valuation is heterogeneous. Equilibrium outcomes show that under the homogeneous scenario, the product price and coupon face value in both coupon modes increase with the product’s fit probability when the cross-selling revenue is high, while decrease with the product’s fit probability when the cross-selling revenue is low. However, under the heterogeneous scenario, the price in both modes increases with the product’s fit probability only when the supplier’s loss from returns is low and the cross-selling revenue is high, and the coupon face value always decreases with the product’s fit probability. Compared with single channel coupons, omnichannel coupons may lead to a higher product price under certain conditions. Furthermore, omnichannel coupons can lead to higher total demand and benefit both the platform and the supplier if and only if the product’s fit probability is low and the supplier’s loss from returns is high. An extension shows that the platform’s preference for omnichannel coupons is weakened when the supplier offers a partial refund policy.

关键词： Omnichannel coupon promotion e-commerce platform game theory

来源：

维普期刊数据库评论

在线全文

维普期刊数据库

学校读者我要写书评

暂无评论

游戏化发放方式对优惠券使用意愿及行为的影响

引用

市场营销（理论版） 2022年第11期

作者：庞隽李梦琳邱凌云陈欢

本文研究了优惠券的两种游戏化发放方式(机会型游戏和技能型游戏)对消费者使用优惠券的意愿及行为的影响。我们提出了一个认知-情感双路径理论模型来解释该影响的作用机制。通过两个实地实验和一个在线实验，我们发现与直接赠送相比，... 详细信息

本文研究了优惠券的两种游戏化发放方式(机会型游戏和技能型游戏)对消费者使用优惠券的意愿及行为的影响。我们提出了一个认知-情感双路径理论模型来解释该影响的作用机制。通过两个实地实验和一个在线实验，我们发现与直接赠送相比，采用机会型游戏和技能型游戏发放优惠券可以通过提升感知稀缺性和感知趣味性提高和增加优惠券使用意愿及行为，但这两种游戏化发放方式在影响感知趣味性的机制上存在显著差异。本研究对优惠券促销和游戏化设计的相关文献做出了理论贡献，并有助于零售商改进其优惠券促销设计。

关键词：优惠券促销游戏化机会型游戏技能型游戏优惠券使用 coupon promotion gamification games of chance games of skill coupon redemption

来源：人大复印报刊资料评论

在线全文

人大复印报刊资料

学校读者我要写书评

暂无评论

欢迎您,

建议与咨询留下您的常用邮箱和电话号码，以便我们向您反馈解决方案和替代方法

时间限定

文献类型

馆藏选择

核心期刊

语言

文献类型

帮助

文字说明：

检索规则说明：

检索范例：

分类表

所选分类

限定检索结果

文献类型

馆藏范围

日期分布

学科分类号

主题

机构

作者

语言

在线全文

在线全文

在线全文

请选择保存的检索档案：

请选择收藏分类：

通借通还

欢迎您,

建议与咨询 留下您的常用邮箱和电话号码，以便我们向您反馈解决方案和替代方法

时间限定

文献类型

馆藏选择

核心期刊

语言

文献类型

帮助

文字说明：

检索规则说明：

检索范例：

分类表

所选分类

限定检索结果

文献类型

馆藏范围

日期分布

学科分类号

主题

机构

作者

语言

在线全文

在线全文

在线全文

请选择保存的检索档案： 新增检索档案 确定 取消

请选择收藏分类： 新增自定义分类 确定 取消

通借通还

建议与咨询留下您的常用邮箱和电话号码，以便我们向您反馈解决方案和替代方法

请选择保存的检索档案：

请选择收藏分类：