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企业对客户的准确识别对市场细分和定向广告的精准投放有重要的影响.应用博弈论建立定向广告的定向精度对产品价格和企业均衡利润影响的优化策略模型.结果表明,定向精度对企业均衡利润的调节呈现双向性.在一定范围内,企业投放定向广告的定向精度与企业均衡利润成正相关关系;而当定向精度过高时,企业间竞争效应大于广告效应,企业利润下降.定向精度系数较大时,拥有较多忠诚客户的企业倾向于提高定向精度;反之,竞争双方都将提高定向精度以增加企业利润.
The accurate recognition of customers to the customers has an important influence on the market segmentation and the precise delivery of the targeted advertisements.Optimization strategy model based on the game theory is proposed to determine the influence of the directional accuracy on the product price and the firm’s equilibrium profit.The results show that the orientation accuracy The adjustment of the balance of profits shows a two-way .In a certain range, the directional accuracy of directional advertising is positively correlated with the firm’s equilibrium profit; while when the directional accuracy is too high, the competition effect between enterprises is greater than the advertising effect, and the profit of enterprises declines. When the coefficient is large, enterprises with more loyal customers tend to improve the orientation accuracy; on the contrary, both parties to the competition will improve the orientation accuracy to increase the corporate profits.