The analysis of the targeted promotion difference between discount card and score card

摘要

The 2×10 experimental method is conducted in the paper to research the consumers' different opinions on owning wishes, acquiring method preference and promotion effect of discount card and score card. The “2” represents two kinds of loyalty card — discount card and score card. The “10” represents ten measured variables, including the owning wishes of loyalty card, the preference of the three kinds of acquiring methods of loyalty card(“buying” that is to spend some money buying a loyalty card, “buy gift” — that is to buy a certain amount of products can get a loyalty card without extra expense, “buying+10” that is to buy the products and add 10 yuan to acquire a loyalty card), the “card purchase ”cost accepted by consumers on “buying” loyalty cards, consumed sum “threshold” accepted by consumers on “buy gift” loyalty cards, the consumers' acceptance degree of “buying+10” loyalty cards, the consumers' information search will of products, the consumers' information search behavior of products, the consumers' repurchase behavior, the consumers' oral spreading will, the perceived value of loyalty card after being used. The research shows that consumers have a stronger will on the discount card than on the score card. Consumers' preferences of three ways to obtain discount cards are almost equal but consumers prefer to get score cards by “buy gift” and “buying+10”. When the discount card and the score card can be obtained in the same way, the cost of the two cards which consumers are willing to pay is different. There are three aspects: The first, as for the way of “buying” loyalty card, the purchase price of discount card accepted by consumers are basically same as that of score card. The second, as for the way o- - f “buy gift” loyalty card, the amount of “threshold” which consumers are willing to pay for the discount card is higher than that of score card. The third, as for the way of “buying +10” loyalty card, it is easier for consumers to accept the discount card than to accept the score card. The information search will and the information search behavior of discount card members is less than that of score card members but the repurchasing behavior of both loyalty cards members is almost the same. The oral spreading will of discount card members is stronger than that of score card members and the perceived value of discount card after being used is higher than that of score card.