The Win-win Mechanism of Loyalty Programs Partnerships:Considering the Customer Heterogeneity

摘要：

　　Considering the heterogeneity of customer purchase behavior in loyalty programs partnerships,in the asymmetric situation of enterprise A who joins the loyalty programs partnerships while enterprise B who implements customer loyalty programs alone,discussing the win-win mechanism of loyalty programs partnerships through the two stage game model,and providing equilibrium price and asymmetric equilibrium existence conditions of enterprise A and B.The results show that the profits of enterprise A who joins loyalty programs partnerships is higher than the profits of the two enterprises who dont join loyalty programs partnerships,and the profits of enterprise B who doesnt join loyalty programs partnerships is higher than the profits of the two enterprises who both join the loyalty programs partnerships.

关键词： loyalty programs partnerships asymmetric equilibrium customer heterogeneity Hotelling model

作者: Chunqing Li Junping Ma Yi Fan

作者单位: College of Economics and Management, Xian Technological University, Xian, 710016, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 596-603

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）