不同促销方式对消费者购买行为的影响被引量：6

Influence of promotional vehicles on customer purchase behavior

下载PDF

导出

摘要为了确定消费者购买行为与促销工具的使用之间的关系,应用Markov预测模型,通过引进寻求变化这一变量和不同促销工具(即前向促销和后向促销)对购买概率影响的参数变量,分析了在消费者两次连续的购买阶段0和阶段1中,消费者购买概率的变化,最终建立了消费者购买概率的模型.并以大宝品牌商品为例,通过建立的模型计算了两种促销方式对市场占有率的影响.得出:对于寻求变化的市场中,前向促销可以提高销售量.而后向促销可有效的降低成本,并且随着寻求变化的购买程度偏低,前向促销方式更趋于有效. In order to get the correlation between the customer purchase behavior and promotional vehicle, Markov model is adopted, a parameter representing influence of variety seeking and promotion vehicle （frontloaded promotion, rear-loaded promotion） on purchase probability is set up, customer purchase probability in continue purchases of step 0 and step 1 is analyzed. Customer purchase probability model is established. Take Dabao brand commodity as an example, the influence of promotion vehicles on share of market is calculated by the model. It shows that the sales impact is higher for front-loaded promotions than for rear-loaded promotions in variety seeking markets. The variation in the intensity of variety seeking also affects the result of using various promotional vehicles.

作者庄宇赵燕胡启

机构地区西北工业大学管理学院

出处《西安工业学院学报》 2005年第2期181-185,共5页 Journal of Xi'an Institute of Technology

关键词市场营销 MARKOV模型前向促销后向促销 marketing markov model front-loaded promotion rear-loaded promotions

分类号 F713.5 [经济管理—市场营销]

引文网络
相关文献

参考文献10

1Zhang Z J,Aradhna K.The optimal choice of promotional vehicles:front-loaded or rear-loaded incentives? [J].Mnagement Science,2000,46(3):348.
2Zhang Z J.Short-or long-duration coupons[J].Management Science,2000,13(2):145.
3Moshe Givon.Variety seeking through brand switching[J].Mnagement Science,1999,3(1):1.
4朱瑞庭.消费者求变购买行为及零售商的市场机会[J].商业经济与管理,2003(7):21-23. 被引量：10
5刘颖.直击中国化妆品[J].中国营销传播网,2004,(6):32-32.
6张卫星.市场预测于决策[M].北京:北京工业大学出版社,2002..
7吴勇毅戴旺基.节日营销咋运作[J].广告与促销,2003,(4):45-45.
8蒋筱翡.赠品策略的有效运用[J].广西商业高等专科学校学报,2001,18(1):21-23. 被引量：2
9黄静,王家国.内部营销理论及其运用[J].中国软科学,2003(4):80-84. 被引量：52
10黄沛,范小军.主观知识和客观知识对购买决策影响的实证研究[J].系统工程理论方法应用,2002,11(4):265-269. 被引量：5

二级参考文献28

1朱瑞庭.中国消费者购买行为分析(德文版)[M].德国大学出版社(Deutscher Universitaets-Verlag),2002..
2[1]Berry L.L.,Hensel J.S.and Burke,M.C.(1976);" Improving retailer capability for effective consumerism response";Journal of Retailing,Vol.52 No.3,Fall.
3[2]Berry L.L.(1981);" The employee as customer";Journal of Retail Banking;Vol.3,No.1.
4[3]Ahmed P.K.and Rafiq M.(2002);Internal Marketing:tools and concepts for customer- focused management;Butterworth- Heinemann publication,London.
5[4]George W.R.(1977);" The retailing of services - a challenging future";Journal of Retailing,Fall.
6[5]Sasser W.E.and Arbeit S.F.(1976);" Selling jobs in the service sector";Business Horizons,June.
7[6]Berry L.L.and Parasuraman A.(1991);Marketing Services:Competing through Quality;The Free Press,New York,NY.
8[7]Gronroos C.(1981);" Internal marketing - an integral part of marketing theory",in Donnelly,J.H.and George,W.E.(Eds),Marketing of Services,American Marketing Association Proceedings Series.
9[8]Hales;" Internal marketing' as an approach to human resource management: a new perspective or a metaphor too far?";Human Resource Management Journal,1994,Vol.5 No.1,p50- 71.
10[9]Quester,Pascale G.;Kelly,Amanda;" Internal Marketing Practices in the Australian Financial Sector:an exploratory study ";Journal of Applied Management Studies;1999,Dec.Vol.8,Issue 2,p217- 230.