The Joint Strategies Of Advertising And Product Pricing In Mobile Marketing

With the advancement of mobile communication technology,the time consumers spend on mobile terminals has gradually increased,and a large number of online marketing sellers have also begun to shift from the traditional Internet market to the mobile Internet market.Compared with the traditional Internet market,the information dissemination speed is timelier and the content is more personalized in the mobile Internet market.These advantages also stimulate the rapid development of mobile marketing.In the traditional marketing situation,advertising and price are two important marketing tools for sellers to attract consumers and create demand.However,in the specific practice of mobile marketing,the characteristics of consumers and channels have changed significantly compared with the traditional marketing situation.So,sellers also face some new challenges in their advertising and pricing decisions.However,there are few existing researches to study the mobile marketing strategies of sellers combined with the characteristics of consumers and channels in the context of mobile marketing from the perspective of online marketing sellers.Therefore,this paper considers the advertising and pricing strategies of sellers based on consumer characteristics and channel characteristics,and conducts an in-depth study on how to formulate joint strategies for advertising and pricing in different situations.This paper first studies how to formulate single-stage advertising and pricing strategies based on consumer characteristics in the context of mobile marketing.When studying the advertising and pricing of sellers based on the characteristics of consumer traffic in the mobile app market,this study constructs a Hotelling linear market model and divides the market into two partial markets and a competitive market.Consumer traffic will change or transfer between these markets.The study found that when the traffic in the local market and the competitive market changes,the size of the traffic and the size of the competitive market jointly affect the advertising and price strategies of sellers;when the traffic is transferred between the local market and the competitive market,sellers need to consider the size of the traffic in the original market to adjust its advertising and pricing strategies.In the context of mobile marketing,consumers also have another significant feature,that is,consumers need to share personal information with sellers.When considering consumers’ personal information sharing costs to study the advertising and pricing of sellers,this study firstly constructs a Hotelling linear market model consisting of online and offline sellers,assuming that consumers buy products online due to personal information sharing costs incurred by sharing personal information with sellers.The study found that in equilibrium,online sellers’ advertising accuracy and pricing decrease with the increase of personal information sharing costs.Based on the above research,this paper further discusses the advertising and pricing strategies of sellers when consumers can actively manage their level of personal information sharing.This study constructs a Salop circular city model,assuming that consumers in the market can flexibly control the level of personal information they share with sellers.The study found that the final decision of sellers to place mass advertising or targeted advertising is related to the number of sellers in the market.When the number of sellers is small,the income obtained by the sellers placing mass advertisements is higher than that of placing targeted advertisements;when there are more sellers in the market,the income of sellers placing targeted advertisements is higher than that of placing mass advertisements.Secondly,the study also found the level of consumers’ personal information sharing will also affect the pricing strategy of sellers.Furthermore,when considering how sellers should formulate two-stage dynamic advertising and pricing strategies according to different characteristics of consumers,this study constructs a two-stage dynamic model and assumes that there are price-sensitive consumers and time-sensitive consumers in the market.The study found that: the optimal pricing of sellers in the early stage of promotion increases with the increase of the proportion of time-sensitive consumers,and the optimal pricing in the later stage of promotion is not only related to the proportion of time-sensitive consumers,but also related to whether differentiated pricing is implemented in the early stage of promotion.In addition,in the early stage of promotion,the level of advertisements placed by sellers on time-sensitive consumers increases with the increase in the proportion of time-sensitive consumers,and the level of advertisements placed on price-sensitive consumers by sellers increases with the increase of time-sensitive consumers.decreases as time-sensitive consumers increases.Then,this paper studies how to make single-stage advertising and pricing strategies based on channel characteristics.This study combines the long-term and short-term effects of different advertising channels to construct a duopoly competition model,and analyzes the optimal advertising revenue of sellers under different strategies.The results show that for sellers who already have the advantage of brand preference,long-term advertising strategy is the most profitable strategy.For sellers who have just entered the market,if they are not limited by budget,they can choose a multi-period short-term advertising strategy to quickly occupy the market;if there is a budget constraint,they can also choose a long-term advertising strategy to appropriately increase their income.Finally,this paper studies how to make two-stage advertising and pricing strategies based on channel characteristics.This study assumes that sellers advertise in both reputation-sensitive channels and price-sensitive channels,and that sellers’ marketing strategies are affected by the product damage crisis.The results show that: if the product damage crisis is still in the latent period,the level of advertising of the sellers is related to the probability of entering the outbreak period;if the product damage crisis is in the outbreak period,the level of the seller’s advertising is related to the loss rate of the reputation level.The higher the loss rate,the higher the level of advertising.compared with the latent period,sellers should reduce the level of advertising for price-sensitive channels during the outbreak period.In general,this paper takes the mobile marketing situation as the research background,takes the advertising and price strategy as the research basis,uses the research ideas from consumer characteristics to channel characteristics,from a single-stage decision-making situation to a two-stage decision-making situation.Aiming to solve how to make a joint strategy for advertising and pricing based on consumer characteristics and channel characteristics for online marketing sellers.The main theoretical contribution of this study is to study the new strategies of sellers in the mobile marketing market which are based on the traffic change of consumers in the mobile marketing context,the current situation of sharing personal information with merchants,which is different from the traditional marketing context.It also considers factors such as the length of time that different channels affect consumers,the heterogeneity of the channel itself in terms of pricing and goodwill.They all broaden the research scope of mobile marketing strategy.At the same time,the research conclusions of this paper also provide new guidance methods for the advertising and product pricing operations of sellers in the mobile marketing context in practice,help improve the marketing decision-making efficiency in the mobile Internet environment,reduce the uncertainty in the competitive environment to a certain extent,and help sellers occupy a favorable position in the market competition.