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首页> 外文期刊>International game theory review >Multi Stage Promotional Resource Allocation for Segment Specific and Spectrum Effect of Promotion for a Product Incorporating Repeat Purchase Behavior
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Multi Stage Promotional Resource Allocation for Segment Specific and Spectrum Effect of Promotion for a Product Incorporating Repeat Purchase Behavior

机译：包含重复购买行为的产品的分段特定和促销频谱效果的多阶段促销资源分配

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摘要

Promotion plays an important role in determining fate of a product. It voices product qualities and persuades potential customers to make purchases. In todays diversified markets every customer has individual needs and preferences. This calls for market segmentation which facilitates companies to adopt customer driven marketing. Product is also promoted using mass promotion to influence larger markets and segments with a spectrum effect. Existing literature in promotion resource allocation optimization evades distinction in two types of promotion strategies while allocating resources and primarily focuses on either of them statically. In this paper, we formulate an optimization model which dynamically allocates differentiated and mass promotional resources in segments to maximize sales under budgetary and minimum market share aspiration constraint on each segment as well as on total market share including repeat purchase behavior. Planning horizon is divided into multi-periods, adoption pattern is studied in each period and then resources are allocated attuned to current market behavior. Dynamic allocation provides a way to track the market potential expansion due to promotion and plan the allocation for the uncaptured potential. The proposed optimization model is NP hard and very challenging to solve. Solution methodology is presented with practical application based on real-time data using differential evolution algorithm.
机译：促销在决定产品的命运方面起着重要作用。它表达产品质量并说服潜在客户进行购买。在当今的多元化市场中，每个客户都有自己的需求和偏好。这要求市场细分，这有助于公司采用以客户为导向的营销方式。产品还通过大规模促销来促销，从而通过频谱效应影响更大的市场和细分市场。促销资源分配优化中的现有文献在分配资源时回避了两种类型的促销策略，并且主要静态地关注这两种策略。在本文中，我们制定了一个优化模型，该模型可以动态分配细分受众群和大规模促销资源，以在预算和最小市场份额期望约束下在每个细分市场以及包括重复购买行为在内的总市场份额下最大化销售。将计划范围划分为多个时期，在每个阶段研究采用模式，然后根据当前的市场行为分配资源。动态分配提供了一种跟踪由于促销而引起的市场潜力扩展并为未捕获的潜力计划分配的方法。所提出的优化模型是NP难题，很难解决。提出了基于实时数据的差分演化算法的解决方案方法在实际中的应用。

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