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| 护肤品电商促销形式的效果研究
ABSTRACT
Promotion is a topic that has been discussed for a long time in marketing management and consumer behavior. With the development of Internet e-commerce,promotion methods are becoming increasingly diversified.There are many researches on the promotion effect of physical enterprises in academic circles, but few researches on the promotion effect of e-commerce platforms.There are many researches on the promotion effect of physical enterprises in academic circles, but few researches on the promotion effect of e-commerce platforms.Moreover, the in-depth research of price promotion in China ismore than that of non-price promotion (mainly gift promotion).In order to study the influence of different promotion methods on the e-commerceplatform on consumers' purchasing behavior,this paper selects the skin care productsof Company A as the research object,discusses the influence of different promotion methods on the promotion effect of main products, and makes an in-depth analysis of the effect of gift promotion, which has certain research value.
This paper wants to further study the following questions: First,compared with price promotion, how is the promotion effect of gift promotion?Second, whether the degree of correlation between the gifts and the main products has different promotion effects;Third,whether the value of gifts will affect the effect of e-commerce promotion of skin care products.
In order to solve the above problems,this paper adopts the method of empirical research and builds A regression model in SPSS 22.0 by using the real data of two categories of skin care products of A company.The results show that: First, the promotion effect of gift promotion is better than thatof price discount promotion under certain conditions;Second, in general,the higher the correlation between the gift and the main product (practical product), the better the promotion effect;Third,high-value gifts will increase the perceived value of consumers, so that the promotion effect of high-value gifts is better than that of low-value gifts.
The research of this paper has strong theoretical and practical significance.On the theoretical level, it enriches the research on related fields of e-commerce gift promotion.On the practical level, the conclusion of this paper has a certain guiding significance for e-commerce to design promotion schemes.
Key Words: e-commerce, gifts promotion, practicability, relevance degree of gift
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