| With the rapid development of mobile Internet and 5G,the traditional e-commerce has been further developed,and more and more companies have begun to explore more effective online marketing strategies.As a marketing tool to implement market segmentation and price discrimination,e-coupons have been widely used in the marketing practice of enterprises.However,in practical marketing practice,enterprise managers mostly rely on their own experience,simple statistical data and other ways to formulate coupon delivery strategies.Such empirical decision-making lacks theoretical basis and lacks a full understanding of the influence mechanism of consumer behavior preferences,resulting in improper corporate decision-making and failure to achieve the desired promotional effect.Because of the technological advances such as data mining and analysis,enterprises can mine consumer information and obtain consumer preferences,which making the release of corporate coupons transform from blind to targeted release.Considering the different preferences of consumer price,brand,quality and channel,how to formulate the strategy of e-coupon delivery in different competitive situations has become a hot topic of concern and research.In response to the above problems,the research constructs the mass/targeted delivery decision-making model of enterprises' e-coupons under the competitive environment,centering on the issue of electronic coupon delivery strategy.Based on the model,it focuses on the analysis of how to implement targeted delivery strategy compared with mass delivery,to improve the marketing effect of enterprises and obtain greater profits.On this basis,from the perspective of horizontal competition,in view of the issue of enterprise e-coupon delivery under different competition scenarios,we consider consumer brand,quality preference heterogeneous,and introduce directional precision expressing coupon accuracy.On this basis,we use the orientation ability to describe the accuracy of coupon orientation,and construct the enterprise e-coupon placement decision model under the influence of orientation ability.Then from the perspective of vertical competition,focusing on the targeted placement of e-coupons by manufacturing companies in the supply chain environment,we construct enterprise e-coupon placement decision models under different channel modes,focusing on the heterogeneity of consumer channel purchase preferences.Through the model analysis,the paper discusses the targeted delivery strategy of enterprises' e-coupons and provides theoretical support and method guidance for the marketing strategy of enterprises.The specific research content includes(1)Research on the selection of enterprise e-coupon delivery methods considering consumers' price preference.This paper introduces the massed delivery and targeted delivery based on consumer price preference to build the enterprise profit model under the influence of these two delivery methods.Then,the study analyzes the importance of targeted delivery compared with massed delivery to increase profits for companies,and further explore how companies can develop targeted placement strategies to increase coupon marketing revenue.The study shows that: when enterprises choose to deliver coupons in a targeted manner,the face value of the coupon is positively correlated with the coupon redemption cost,then corporate profits are negatively correlated with the proportion of C users.Compared with mass delivery,it is of great significance for enterprises to develop appropriate targeted delivery strategies to improve long-term profitability.(2)Research on the precise delivery of e-coupons for competitive retail enterprises.Aiming at the competitive enterprises that produce the homogeneous products,the paper divides the market into market segments considering the consumer brand preference,introduces the orientation precision expressing the accurate probability of coupon delivery,and quantifies the orientation precision as the enterprise orientation ability.Then,we construct the profit model of enterprise coupon delivery,which analyzes the influence of the orientation precision on the face value of coupons and enterprise profit.The study shows that: when the targeting ability reaches a certain threshold,the company implements a low-value coupon strategy in the loyal market and a high-value coupon strategy in competitive market.When enterprises' targeting ability is equal,the impact of targeting ability investment on enterprises' profits presents a two-way adjustment effect.(3)Research on the directional capability of e-coupon delivery in competitive retail enterprises.Aiming at the competitive enterprises that produce heterogeneous products,the paper divides the market segment based on consumers' quality preference and constructs two decision models of coupon with the same face value and coupon with different face value under the influence of orientation ability.Through model solution and comparative analysis,the optimal coupon face value and delivery ability level of enterprises under the difference of product quality and orientation ability are fully analyzed.The study shows that: product quality has a negative effect on the face value of coupons and a concave function trend on the orientation ability.Under the specific quality preference of consumers,the face value of coupons,which given by high quality products enterprises to quality preference consumers,is negatively correlated with quality preference of consumers,while the face value of coupons,which given by low quality products enterprises to non-quality preference consumers,is positively correlated with quality preference of consumers.In addition,different face value coupon strategy can make enterprises obtain higher profits,especially for enterprises with low quality products.(4)Research on directional delivery strategy of enterprise e-coupons in dual-channel environment.Considering that manufacturing companies divide market segments based on consumer channel preferences,the influence of coupons to guide consumer channel transfer is analyzed,and the decision model of enterprise coupon targeted delivery is constructed.On this basis,the paper discusses the influence mechanism of the differential distribution of coupons on the profit and channel competition of supply chain members,and further designs cooperation strategies to improve the operation of supply chain.The study shows that: coupon face value is positively correlated with channel product price.The proportion of consumers who prefer online shopping has a positive effect on the profits of manufacturing companies and a negative effect on retail companies.Then,the targeted delivery strategy for different channels can achieve the optimization of the supply chain system based on the difference in consumer s' preferences.(5)Research on enterprise e-coupon placement strategy under omni-channel environment.Consider manufacturing enterprises to divide the market segment based on consumer channel preferences,the paper focus on the targeted delivery of e-coupons for online and BOPS channels,then four decision models of coupons of the same face value and different face value under the omni-channel mode are constructed by brand owners themselves or by joint efforts of retail enterprises.Through balanced comparison,the coupon delivery strategies of manufacturing enterprises under different modes are fully analyzed.The study shows that:under the self-built model,the face value of coupons increases with the increase of the market share of consumers without channel preference.When the face value of coupons is different,the face value of coupons in BOPS channel is greater than that in online channel.Compared with the self-built model,the face value of coupons issued by manufacturer in the joint construction model is higher,and the face value of coupons is negatively correlated with the market share of consumers without preference.Compared with issuing coupons with unified face value,manufacturers can make more profits by offering coupons with different face value for different channels. |
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