基于LBS的移动定向优惠券策略  

Mobile Targeted Coupon Strategies Based on Location Based Service

作　　者：覃梦 罗美玲[1] 李刚[2] 余诗含 QIN Meng;LUO Meiling;LI Gang;YU Shihan(School of Management Science,Chengdu University of Technology,Chengdu 610059,China;State Key Laboratory for Manufacturing Systems Engineering,Key Laboratory of the Ministry of Education for Process Control and Efficiency Engineering,School of Management,Xi'an Jiaotong University,Xi'an 710049,China)

机构地区：[1]成都理工大学管理科学学院,成都610059 [2]西安交通大学管理学院,机械制造系统工程国家重点实验室,过程控制与效率工程教育部重点实验室,西安710049

出　　处：《系统管理学报》2020年第2期282-293,共12页Journal of Systems & Management

基　　金：国家自然科学基金青年科学基金资助项目(71701025)。

摘　　要：考虑市场上存在两个非对称竞争性厂商,强势品牌厂商比弱势品牌厂商拥有更多的忠诚消费者。研究了竞争性厂商为消费者发放基于LBS的移动定向优惠券的策略,探讨了单位定向成本对厂商的定向促销策略(包括移动优惠券的优惠力度、定向范围、推送对象等)、市场均衡和社会福利的影响。研究结果表明,单位定向成本大小会影响厂商是否发放定向优惠券;厂商发放基于LBS的定向优惠券不一定会导致囚徒困境;在一定条件下,基于LBS的定向促销会增加消费者剩余和社会福利。Considering the fact that there are two asymmetric competitive manufacturers in the market,and the fact that strong brand manufacturers have more loyal consumers than weak brand ones,this paper studies the strategies of competitive manufacturers in issuing mobile targeted coupons based on LBS(location based services)for consumers,and discusses the impact of marginal targeting costs(including the face value of mobile coupons,targeting scope,and targeting consumer groups,etc.)on targeted promotion strategies,market equilibrium,and social welfare of manufacturers.The result shows that the marginal targeting cost will affect the mobile targeting strategies of manufacturers.Moreover,mobile targeting may not always lead to“prisoners,dilemma”,In addition,the consumer surplus and social welfare are increased with location-based targeting promotion under certain conditions.

关 键 词：非合作博弈 基于位置的服务 定向促销 移动优惠券 价格歧视 

分 类 号：C93[经济管理—管理学]