Strategy of targeted delivery for corporate coupon considering consumer's brand preference
To investigate how the enterprises can accurately distribute coupons to consumers in a competitive environment,a decision model with targeted coupon delivery under the influence of consumer brand prefer-ences is constructed by the Lanchester model.The dynamic impact of the change of coupon value on the market demand and income of enterprises are analyzed.The results show that coupon value is positively and negatively correlated with the market share in a loyal market and in a competitive market,respectively.Coupon value is negatively correlated with the exchange rate and enterprises should adjust coupons based on market share,brand advantages,etc.Market competition and price war will damage firm profits,so,firms can imple-ment more short-term effective precision marketing strategy.Finally,numerical examples are used to simulate the dynamic influence of coupon value on market demand and enterprise revenue,which can provide practical guidance for enterprise promotion and market operation under competitive environments.
万方数据
维普
