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为了研究消费者价值属性对企业定向广告策略的作用,根据消费者的消费行为和消费特征测量出消费者价值,构建企业针对固定价值的短视消费者投放定向广告的基础模型.研究表明,当企业联用定向广告和歧视性定价策略向不同价值属性的消费者进行产品销售时,企业的均衡利润可能并非总高于采用大众广告时的利润,而是依赖于高价值消费者和低价值消费者的比例.然后,分别构建3种拓展模型:允许企业以不同的定向精度向消费者投放定向广告;企业进行定向精度投资;考虑不同价值的理性消费者接受定向广告和歧视性定价的审议成本.研究表明,企业针对不同价值属性的消费者投放定向广告总是有利可图的.
In order to study the effect of consumer value attribute on the corporate advertising strategy, the consumer value is measured according to the consumer behavior and consumption characteristics, and the basic model of the targeted advertising is put forward for the fixed-value short-sighted consumers.Research shows that when enterprises When using targeted advertising and discriminatory pricing strategies to sell products to consumers with different value attributes, the firm’s balanced profit may not always be higher than the profit when using mass advertising, but instead relies on high-value consumers and low-value consumers Then build three kinds of expansion models respectively: allowing enterprises to place targeted advertisements to consumers with different targeting accuracy; enterprises investing in targeted precision; and rational consumers considering different values accept deliberation costs of targeted advertising and discriminatory pricing. Research shows that it is always profitable for an organization to target targeted ads to consumers with different value attributes.