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讲座 | 大数据与管理科学系列讲座(第8期)







Abstract:Customer loyalty programs are often used by retailers as an important marketing tool.As an essential element of loyalty programs (LPs), the reward amount invested by the retailer is often linked to retailer’s profit and customer behavior. We consider a retailer who sells a type of product in two periods to strategic customers. The retailer makes inventory ordering and loyalty program investment decisions.Customers decide whether to purchase immediately (in period 1) to receive the product and reward, or to wait for a markdown discount but face the risk of stockout. We have focused on three main questions: (1) How does the loyalty reward investment decision impact strategic customers’ behavior? (2) What are the optimal decisions and profits for the retailer when investing in a loyalty program? (3) What are the factors influencing the reward investment decision? We find that investing in the loyalty program induces more customers to make an early purchase, leading to a higher inventory ordering decision and more profit for the retailer. The benefits from reward investments are significantly affected by the product’s cost and customers’ valuation of the product. Our results shed light on the reward investment decision of LPs. For products with high profit margins and market-determined prices (valuation approximates price), the retailer should invest in a loyalty program to achieve better profits.

Keywords: OR in marketing, loyalty program, strategic customer, reward investment, newsvendor


宋亚楠,北京科技大学经济管理学院副教授。博士毕业于清华大学工业工程系,中国科学院数学与系统科学研究院博士后。主要从事行为运营管理相关理论与实验研究,在国际顶级期刊《Production & Operations Management》、《International Journal of Production Economics》等国内外重要期刊及顶级国际会议上发表学术论文10余篇。主持国家自然科学基金青年项目1项,北京市社会科学基金青年项目1项,北京科技大学人才项目1项,博士后面上基金1项,参与完成国家自然科学基金面上项目、重大项目3项。曾获得《“率先行动”中国博士后科学基金会与中国科学院联合资助优秀博士后项目》的资助。现担任北京运筹学会理事,中国运筹学会行为运作管理分会理事,担任多个期刊审稿人。

主持人:陈俊霖副教授 中央财经大学管理科学与工程学院