内容平台营销场景下电商卖家最优优惠券分发决策研究

The Optimal Distribution Decision of E-Commerce Sellers’ Coupons in the Content Platform Marketing Scenario

摘要: 随着信息技术发展，电子商务活力与挑战并存。在此背景下，电商卖家与内容平台合作越发紧密，优惠券发放成为关键策略。本研究聚焦电商卖家在内容平台营销时的优惠券最优分发决策，综合考虑消费者对营销服务努力、优惠券面值及时效的敏感性以及产品扩散效应等因素，运用博弈方法深入探索电商卖家的最优的优惠券面值和有效期。研究发现电商卖家发放的优惠券有效期与消费者对优惠券面值和内容平台营销服务努力的敏感系数相关；电商卖家与内容平台的利润随消费者对优惠券面值敏感系数提高而增加；电商卖家给予内容平台的佣金、优惠券面值及内容平台营销服务努力与产品扩散效应呈正相关。并基于此得出对电商卖家、内容平台及行业发展的管理启示。

Abstract: With the development of information technology, e-commerce is full of vitality and challenges. In this context, e-commerce sellers are increasingly collaborating closely with content platforms, and the issuance of coupons has become a key strategy. This study focuses on the optimal distribution decision of coupons for e-commerce sellers in content platform marketing. Considering factors such as consumers’ sensitivity to marketing service efforts, coupon face value and timeliness, and product diffusion effects, the game method is used to deeply explore the optimal coupon face value and validity period of e-commerce sellers. The study finds that the validity period of coupons issued by e-commerce sellers is related to consumers’ sensitivity coefficients to coupon face value and marketing service efforts of content platforms; the profits of e-commerce sellers and content platforms increase with the increase of consumers’ sensitivity coefficient to coupon face value; the commission given by e-commerce sellers to content platforms, coupon face value, and marketing service efforts of content platforms are positively correlated with product diffusion effects. Based on this, management inspirations for e-commerce sellers, content platforms, and industry development are obtained.