摘要
随着数字经济发展,电商平台与其入驻商家合作发放优惠券日益成为流行的营销方式,但同时也给电商平台和入驻商家的运营决策及其对应的经济效益分析增加了复杂性.本文构建理论模型研究了电商平台与其入驻商家合作发放优惠券的最优策略及其经济效益,并考虑了其与广告促销策略之间的相互作用.本文发现:1)电商平台可以通过降低平台抽佣比例、减少商家参与合作发放优惠券的费用或者扩大商家的平台销售渠道市场规模等方式促进入驻商家参与合作发放优惠券;2)电商平台加大广告投入以及提升合作发放优惠券承担比例将会提升入驻商家参与合作发放优惠券的积极性;3)入驻商家参与合作发放优惠券的意愿与其广告投入之间存在相互促进关系;4)当入驻商家广告预算较为宽松或其广告投入对平台渠道需求影响较大时,即入驻商家可以更多地依靠广告投入来提升平台渠道需求时,合作发放优惠券将会使得消费者的实付价格上升,损害消费者利益.本文为理解新兴的合作发放优惠券的经济效益提供了新视角和新见解.
With the development of the digital economy, coupon cooperation through e-commerce platforms and their merchants has become increasingly popular. This not only brings complexity to the operational decisions of e-commerce platforms and their merchants but also poses challenges for regulators and researchers to analyze its economic consequences. This paper constructs a theoretical model to study the optimal strategy and economic benefits of e-commerce platforms and their merchants when issuing coupons cooperatively. We further compare the above results with the traditional coupon strategy and examine the interaction between coupon strategies and advertising promotion strategies. We found that: 1) settled merchants would be more willing to participate in the cooperative issuance of coupons with i) the decrease in the platform commissions, ii) the cost of merchants when participating in the cooperative issuance of coupons and iii) the expansion of the market scale of merchants’ platform sales channels;2) the merchants’ incentive to participate in coupon cooperation increases with e-commerce platform’s spending on marketing;3) there exists a complementarity between participating in the cooperative issuance of coupons and advertising investment;4) when settled merchants can rely more on advertising and marketing to increase demand, cooperative issuance of coupons will increase the actual price paid by consumers and hence hurt consumer welfare. This article provides a new perspective on understanding the economic benefits of emerging cooperative issuance of coupons.
作者
曾燕
吴雪枫
康俊卿
陈卓然
ZENG Yan;WU Xuefeng;KANG Junqing;CHEN Zhuoran(Lingnan College,Sun Yat-sen University,Guangzhou 510275,China;Imperial College London,London SW72AZ,UK)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2023年第1期110-134,共25页
Systems Engineering-Theory & Practice
基金
国家自然科学基金创新研究群体项目(71721001)
国家社会科学基金重大项目(21ZDA036)
广东省哲学社会科学规划项目(GD22CYJ17)
广东省自然科学基金卓越青年团队项目(项目名称:产业数字金融赋能实体经济的理论及其应用研究)。
关键词
电商平台
入驻商家
合作机制
优惠券
广告投入
消费者利益
e-commerce platform
e-tailers
cooperation mechanism
coupon
advertising investment
consumer interests
