Research on the Design of E-coupons for Directional Marketing of Two Businesses in Competitive Environment
International Journal of Economics, Finance and Management Sciences
Volume 8, Issue 1, February 2020, Pages: 49-56
Received: Mar. 10, 2020; Published: Mar. 10, 2020
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Authors
Xiong Keyi, High School, Nanjing Foreign Language School, Nanjing, PR China
Yang Wensheng, School of Economics & Management, Nanjing University of Science & Technology, Nanjing, PR China
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Abstract
With the rapid development of information technology, e-coupons have shown an explosive trend in recent years. One of the biggest benefits of e-coupons is that they can achieve precise marketing, that is, they can push different coupons to different customers. Although the research on coupons has always been a hot topic, the research on e-coupons has gained increasing attention in recent years. With scant attention devoted to the research on the design of coupons for directional marketing, we investigate the design of coupon for two businesses under the competitive environment. For the old customers, the threshold reduction coupons are used, and for the new customers, the instant reduction coupons are used. Aiming at the maximization of the profits of the merchants, a coupon model for new and old customers of two merchants is built in the competitive market environment with Stackelberg games. Finally, taking two merchants with different profit as an example, the influence of competitors on the coupon delivery strategy of merchants is analyzed by Matlab program. The results show that the existence of competitors will force the merchants to further let customer and enlarge the coupon's face value to the maximum value they can bear. Overall, the study sheds light on design of e-coupons under competition and provides managers with a blueprint to improve profits by targeting shoppers with customized coupons.
Keywords
Consumer Behavior, Targeted Marketing, E-coupon, Launch Strategy, Game Theory
To cite this article
Xiong Keyi, Yang Wensheng, Research on the Design of E-coupons for Directional Marketing of Two Businesses in Competitive Environment, International Journal of Economics, Finance and Management Sciences. Vol. 8, No. 1, 2020, pp. 49-56. doi: 10.11648/j.ijefm.20200801.16
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