School of Business, University of Shanghai for Science and Technology, Shanghai, China.
College of Business Administration, Zhejiang University of Finance and Economics, Hangzhou, China.
Comput Intell Neurosci. 2022 Sep 28;2022:6744565. doi: 10.1155/2022/6744565. eCollection 2022.
With the prevalence of shopping festivals launched by e-commerce platforms, online retailers and customers are gradually showing signs of fatigue. In order to enrich the promotion strategies of the shopping festivals, break the bottleneck, and achieve mutual benefit, this paper proposes three promotional models based on platform-based promotional effort, namely, the joint promotion model with no promotional effort, the joint promotion model with only the platform putting in the promotional effort, and the joint promotion model with the platform and the e-retail sharing the promotional effort. The study shows that the platform and the online retailer's promotion strategies are influenced by the commission factor and the promotional effort cost-sharing factor. When the latter factor is appropriate, it is more beneficial for the e-retailer to choose the cost-sharing strategy of promotional effort. In addition, the platform investing in promotional effort not only improves its profits, but also helps maximize the profits of the e-retailer. The study further finds that consumers acquire the maximum discounts when there is no promotional effort. As the promotional effort is invested, the discount declines and the demand rises instead.
随着电子商务平台推出购物节的盛行，在线零售商和消费者逐渐表现出疲态。为了丰富购物节的促销策略，打破瓶颈，实现互利共赢，本文提出了三种基于平台促销投入的促销模式，即无促销投入的联合促销模式、仅平台投入促销投入的联合促销模式和平台与电子零售商共享促销投入的联合促销模式。研究表明，平台和在线零售商的促销策略受到佣金因素和促销投入成本分担因素的影响。当后者因素适当时，电子零售商选择促销投入成本分担策略更有利。此外，平台投入促销不仅可以提高自身利润，还有助于最大化电子零售商的利润。研究还发现，当没有促销投入时，消费者可以获得最大折扣。随着促销投入的增加，折扣下降，需求上升。
