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数据分析与知识发现  2019, Vol. 3 Issue (6): 42-49    DOI: 10.11925/infotech.2096-3467.2018.0995
  研究论文 本期目录 | 过刊浏览 | 高级检索 |
电子折扣券弹性与经济效益的关系研究 ——一个基于电商平台大数据的混合模型
董晓舟1(),陈信康2
1(上海立信会计金融学院工商管理学院 上海 201209)
2(上海财经大学国际工商管理学院 上海 200433)
E-Coupon and Economic Performance of E-commerce
Xiaozhou Dong1(),Xinkang Chen2
1(School of Business Administration, Shanghai Lixin University of Accounting and Finance, Shanghai 201209, China)
2(School of International Business Administration, Shanghai University of Finance & Economics, Shanghai 200433, China)
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摘要 

目的】通过一个异质性混合模型, 根据消费者的电子折扣券弹性对消费者进行分类。【方法】利用国内一家大型线上零售企业22 234名会员的消费大数据与异质性混合模型构建一个基于电子折扣券弹性的混合模型, 并采用极大似然估计获得模型参数。【结果】实验结果表明相较控制对照组, 模型指导的策略组的电子折扣券使用率(兑现率)提升18.6%, 人均消费金额提升43元, 总体边际贡献提升35.9万元。【局限】会员归属某个潜在类别的概率函数之中只加入了会员等级这一个解释变量。【结论】该模型可以指导企业优化其折扣券等营促销工具的实施效果, 提升折扣券的兑现率与销售收入和毛利。

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董晓舟
陈信康
关键词 电子折扣券经济效益混合模型大数据分析    
Abstract

[Objective] This paper tries to categorize consumers based on the elasticity of their electronic discount vouchers with a heterogeneous mixture model. [Methods] We built the proposed model with heterogeneous mixture model and 22,234 members’ shopping data at a large online retail portal in China. We obtained the model parameters from the maximum likelihood estimation. [Results] Compared with the controlled group, the treatment group’s usage of electronic vouchers increased by 18.6%, their average amount of spending added 43 yuan, and the overall contribution margin raised by 359 thousand yuan. [Limitations] We only adopted one explanatory variable (membership levels) to the probability function. [Conclusions] The proposed model could help companies optimize the effects of their promotions, and increase the usage of vouchers, sales and gross profits.

Key wordsElectronic Coupon    Economic Performance    Mixture Model    Big Data Analysis
收稿日期: 2018-09-07     
引用本文:   
董晓舟,陈信康. 电子折扣券弹性与经济效益的关系研究 ——一个基于电商平台大数据的混合模型[J]. 数据分析与知识发现, 2019, 3(6): 42-49.
Xiaozhou Dong,Xinkang Chen. E-Coupon and Economic Performance of E-commerce. Data Analysis and Knowledge Discovery, DOI:10.11925/infotech.2096-3467.2018.0995.
链接本文:  
http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2018.0995
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