考虑竞争企业定向能力的定向优惠券投放策略

针对竞争环境下企业优惠券投放问题,本文引入大众优惠券和定向优惠券,综合考虑消费者忠诚度和定向能力策略,构建优惠券影响下的企业利润模型,进而分析企业优惠券投放策略。结果表明:(1)当企业实施定向优惠券策略时,企业在优势市场投放强度要高于竞争市场;(2)当企业综合考虑价格歧视和定向优惠券策略时,通过在不同细分市场给予消费者不同价格,最大程度上提升企业的利润;(3)当企业不具备完全定向能力时,企业优惠券投放强度会受到细分市场优惠券面值和投放精度的影响,且同时实行价格歧视和定向优惠券策略,可能会加剧市场竞争。

Strategy of Enterprise Sending Targeted Coupon Considering Orientation Capability

In view of the issue of the enterprise’s coupons in a competitive environment,this paper introduces mass coupons and targeted coupons,and comprehensively considers consumer loyalty and orientation capabilities strategics,and constructs the enterprise’s profitability model under the influence of coupons,and then analyzes the enterprise’ s coupon strategy.The results show that:(1) When the enterprise implements the targeted coupon strategy,the enterprise is more competitive in the dominant market than the competitive market;(2) when the enterprise comprehensively considers the price discrimination and the targeted coupon strategy,the profits of enterprises arc increased to the maximum extent by giving consumers different prices in different subdivided markets;(3) When the enterprise does not have the complete orientation ability,the strength of the enterprise coupon delivery will be affected by the face value and precision of the subdivided market coupon.At the same time,the implementation of price discrimination and directional coupon strategy may strengthen market competition.