“发送购物卡”促销中的决策分析

为了给越来越普遍的“发送购物卡”促销方式下顾客的决策提供理论依据,对其进行了初步的研究.定义了购物卡面值、发卡比、收卡比等重要参数,提出了购物卡的价值系数、底线价值系数和贬值系数等概念,推导了购物卡的价值和底线价值的计算公式.针对商家节假日开展的典型发卡促销活动,给出了对购物卡进行买卖价格的合理范围,并对购买单件商品的各种方案进行了分析,得出首先购卡再用卡购物优于直接用现金购物的结论.而且,文中提出的概念与公式可以用来分析更为复杂的发卡促销行为.

Analysis of Decision in Promotion by "Sending Shopping Cards"

To provide the theoretical support to the decisions made in the wide-spread promotion by sending shopping cards,it is studied preliminarily.Defining some key parameters,such as card's par value and card sending/receiving ratio,the concepts of card's value coefficient,lower-bound value coefficient and depreciation coefficient are proposed with the card's value and the lower-bound value calculated.The reasonable price scope of selling and purchasing shopping cards is thus derived for the firms which will launch the promotion by sending shopping cards during holidays.Different schemes for single purchase in the typical promotion by sending cards are analyzed.A conclusion is drawn that if the prices are reasonable,purchasing a shopping card first for purchasing goods is preferable to paying cash.Moreover,the proposed concepts and formulate could be applied to the analysis of more complex promotion activities by sending shopping cards.