关键词: 社会影响, 顾客返利, 返利策略, Hotelling模型

Abstract: This paper studies rebate strategies of company under the existence of social influence. Considering the continuity of the rebate in reality, the paper builds four kinds of modes including early rebate, later rebate, always rebate and never rebate via Hotelling model and analysis of the company’s choice of these four kinds rebate under monopoly and competition situation respectively. The results show that a little rebate would encourage companies to choose early rebate strategy in the case of monopoly, whereas too much rebate would push company to give up rebate. But in the case of duopoly, there will be three possible kinds of equilibrium. In addition, the two companies adopt differentiation rebate strategy in equilibrium if competition between them is intense, while they adopt the same rebate strategy if the competition is mitigated. Besides, although the fact that both of them choose the latter rebate strategy never happens in equilibrium, it still the most profitable condition in some situation.

Key words: social influence, consumer rebate, rebate strategy, hotelling model