营销理念的新突破:电子优惠券形式创新的内在动因及理论模型  

A New Breakthrough in Marketing Ideas:The Intrinsic Causation and Theoretical Model of Formal Innovation in E-coupon

作　　者：卢长宝[1] 陈兰兰[1] 

机构地区：[1]福州大学经济与管理学院,福州350108

出　　处：《天津商业大学学报》2015年第4期23-30,共8页Journal of Tianjin University of Commerce

基　　金：国家自然科学基金面上项目"促销决策的情绪-认知交互作用机制:基于后悔;时间压力和认知闭合需要的视角"(71172085);中国博士后科学基金面上项目"后悔对促销决策情感评估的理性调节及动态影响"(2012M510080);中国博士后科学基金第六批特别资助"基于决策双系统的促销工具整合创新理论及实证研究"(2013T60421);福建省高等学校新世纪优秀人才支持计划(JA12033S)

摘　　要：在电子商务格局下,传统优惠券的劣势变得愈发突出。电子优惠券不仅创新了传统优惠券的媒介,而且创新了优惠券获得的渠道及回收方式。优惠券的形式创新既与技术和媒介尤其是社交媒体革命有关,也与营销理念革命有关。一方面,技术革命让优惠券变成可随身携带和随时随地可以拥有的东西;另一方面,营销革命突出了消费者的主动参与,并提高了优惠券的回收率。未来,企业可根据"网络浏览或购物的痕迹"制定出更有针对性的推式优惠券。而专业化优惠券网站的运营也使拉式发送成为电子商务时代的主旋律。Under the background of e-commerce, the disadvantages of traditional coupon have become increasingly obvious. The e-coupon has not only innovated in the media of traditional coupon, but also in the distribution and redemption ways. The formal innovation in coupon is related to technology and media, especially the revolution of social media, and the revolution of marketing concepts. On one hand, the technological revolution makes coupon portable and accessible in any time and any place. On the other hand, the marketing revolution highlights consumers＇ voluntary participation, thereby improving redemption rate greatly. In the future, enterprises will be expected to develop pushing coupon for direct targeted consumers according to their network trace of sightseeing or shopping. Additionally, the operation of professional websites of coupon will make the pulling coupon become the main theme of e-commerce age.

关 键 词：优惠券 电子优惠券 形式创新 发送方式 回收率 

分 类 号：F713.365[经济管理—产业经济]