关键词: 消费者偏好, 电子优惠券, 定向投放能力, 价格歧视

Abstract: In a market with uncertain quality perception, consumers often make purchase decisions based on product quality and price. However, different consumers have varied perceptions of product quality and price. As an effectively promotional and advertising tool, e-coupons can not only convey information about a company's products and quality, but also better meet the needs of consumers with different preferences. At present, the ability of enterprises to obtain information has been significantly improved, and they can effectively identify consumer preferences and target coupons accordingly. Compared with traditional price promotion, targeted coupons pay attention to the matching of coupon delivery scope and consumer demand, which can effectively overcome the problem of poor pertinency of price promotion targets and improve consumers' cognition and acceptance of products. In practice, more and more enterprises carry out targeted coupon promotions. Taking Volkswagen DotCom as an example, merchants combine user preferences to push preferential information on specific commodities in the vicinity, which can significantly reduce consumers' search costs and strengthen consumers' knowledge of the products.
When confronted with groups of consumers with different preferences, how to develop an effective e-coupon strategy? How to make a scientific and reasonable decision on the combination of e-coupon and product price based on consumer preferences to maximize revenue? The solution of these problems plays an important role in improving the competitiveness of enterprises. Therefore, in view of the issue of e-coupon delivery in the market of heterogeneous product competition, we innovate from the perspective of consumer preference, analyze the relationship among consumer preference, coupon face value and consumer demand (utility), and use hotelling model to build a decision-making model of coupons with the same/different face value under the influence of directional ability, in order to explore the enterprise e-coupon delivery strategy under the product quality difference.
The results show that coupon face value is positively correlated with product price and quality, while the level of targeting ability is negatively correlated with consumer price sensitivity, and the relationship with quality sensitivity depends on product differences. The discriminatory pricing of coupons changes the price and directional ability strategies of enterprises. The face value of coupons for price-sensitive consumers is higher than that under the unified pricing strategy, while the face value of coupons for quality-sensitive consumers is lower than that under the unified pricing strategy. Moreover, the ability of enterprise orientation under the discriminatory pricing strategy is higher than that under the uniform pricing strategy. Compared with uniform pricing strategy, coupon discriminatory pricing can enhance enterprises' competitive advantage in the market and obtain greater market profits, especially for enterprises at a disadvantage in the market.
The research conclusions can provide some theoretical references for online marketing enterprises to launch coupons and acquire targeting ability. However, there are still shortcomings: The research is more focused on the enterprise coupon delivery strategy under the situation of heterogeneous consumers and heterogeneous enterprise products, and most of them are the optimal decision of enterprises under static conditions. In the future, it can be extended to the dynamic competition of product quality and price under the existence of many homogeneous conditions in reality, as well as the competition of enterprise product quality and price under complex circumstances.

Key words: consumers' preference, electronic coupons, targeted ability, price discrimination