包装规格如何影响不确定促销效果?——来自青岛啤酒的实证研究  

How does Package Size Moderate the Effect of Uncertain Promotion?——Empirical Evidence from Tsingtao Brewery

作　　者：张峰 谭雄恺 张莎 赵红 Zhang Feng;Tan Xiongkai;Zhang Sha;Zhao Hong(School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190;Sino-Danish College,University of Chinese Academy of Sciences,Beijing 100190)

机构地区：[1]中国科学院大学经济与管理学院,北京100190 [2]中国科学院大学中丹学院,北京100190

出　　处：《管理评论》2021年第9期169-176,共8页Management Review

基　　金：国家自然科学基金面上项目(71972175)。

摘　　要：与传统促销方式相比,不确定促销具有减少营销成本,增加促销过程的趣味性,不易固化消费者内部参考价格等独到优势,在当下企业的营销活动中被广泛采用。但是学界已有研究大多聚焦于不确定性促销的作用或效果(且未达成共识),对不确定促销效用边界的探讨还较少,企业在具体的不确定促销活动实施过程中仍然缺乏充分的理论指导。本文收集了青岛啤酒针对大包装和小包装两种规格的同一产品实施不确定促销的642天共计945条数据,实证研究了企业不确定促销的折扣深度对消费者参与度的影响,并进一步讨论了包装规格的调节作用。结果显示,企业折扣深度对不确定促销效果具有显著负影响,且包装规格具有显著调节作用。具体而言,在不确定促销情境中,当包装规格为大包装时,企业折扣深度对消费者参与度有着显著正影响;当包装规格为小包装时,企业折扣深度对消费者参与度有显著负影响。研究结论为今后企业开展不确定促销提供了指导,对企业的营销实践具有重要价值。Compared to traditional promotions,uncertain promotions have unique advantages,such as low cost and high entertainment,and are widely used in current business practices.Most of the existing literature has focused on the effectiveness of uncertain promotions,while there is little discussion on the boundary condition of uncertain promotions effect.Enterprises still lack enough theoretical guidance.This paper collects data from Tsingtao Brewery,which sells the same product in two package sizes,12-bottle package,and 6-bottle package.We empirically examine the impact of discount depth on consumer participation in uncertain promotions and further discuss the moderating role of package size.The results show that the discount depth of uncertain promotions has a significant negative impact on customer participation,and the package size has a significant moderating effect.Specifically,for the large package size,the uncertain discount depth has a significant positive impact on customer participation.In contrast,for the small one,the discount depth has a significant negative impact on customer participation.We discuss the managerial implications at the end of this paper.

关 键 词：包装规格 不确定促销 消费者参与度 折扣深度 

分 类 号：F274[经济管理—企业管理] F426.82[经济管理—国民经济]