The Optimal Strategies of Free Gift Card Program with External Market

机译：有外部市场的免费礼品卡计划的最优策略

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Sales promotion has become a popular tool for retailers to deal with the intense competition in the product market, and the gift card program is a common one. Moreover, with the rapid development of e-commerce and mobile Internet, the external market of gift cards is gradually forming. This paper mainly uses consumer's valuation of products and its distribution function to describe consumer's decision-making behavior, on this basis, we construct the retailers' profit optimization model. Then we analyze the conditions for retailers to conduct gift card program and the optimal promotion strategy. After this, we further analyze the effects of different factors on the optimal strategy.

机译：促销已成为零售商应对产品市场激烈竞争的一种流行工具，礼品卡计划是一种常见的手段。此外，随着电子商务和移动互联网的迅速发展，礼品卡的外部市场正在逐步形成。本文主要利用消费者对产品的估价及其分配函数来描述消费者的决策行为，在此基础上，构建零售商的利润优化模型。然后，我们分析了零售商进行礼品卡计划的条件和最佳促销策略。此后，我们进一步分析了不同因素对最优策略的影响。

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《International Conference on Service Systems and Service Management》|2018年|1-5|共5页
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Zhuoning Zhang; Jingming Pan;
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Cost accounting; Face; Probability density function; Internet; Distribution functions; Economics; Consumer electronics;

机译：成本核算;人脸;概率密度函数;互联网;分配函数;经济学;消费电子;

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3. Optimal Bidding Strategies for Thermal and Generic Programming Units in the Day-Ahead Electricity Market [J] . Heredia F.-J., Rider M. J., Corchero C. Power Systems, IEEE Transactions on . 2010,第3期

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4. The Optimal Strategies of Free Gift Card Program with External Market [C] . Zhuoning Zhang, Jingming Pan International Conference on Service Systems and Service Management . 2018

机译：外部市场的免费礼品卡计划的最佳策略
5. May I offer you a gift card? An analysis of Volkswagen's crisis response strategy in the wake of its Dieselgate scandal. [D] . Tidwell, Matthew. 2017

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6. Walking the Line: Navigating Market and Gift Economies of Care in a Consumer-Directed Home-Based Care Program for Older Adults [O] . Jacqueline M Torres, Kathryn G Kietzman, Steven P Wallace -1

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The Optimal Strategies of Free Gift Card Program with External Market

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