Apr 09, 2022
In Welcome to the Food Forum
The author of this paper sorts out the relevant issues about the uncertainty promotion strategy, and analyzes and explores them one by one in text message service combination with the case. I. Introduction Promotional gameplay is an important part of e-commerce operations. We have compiled the current cutting-edge academic research results on uncertain promotion strategies, hoping to answer the following questions and provide reference for promotion strategy design. How to design promotional gameplay to more impress users? What different promotion strategies should be adopted in different scenarios? 2. What is the Uncertainty Promotion Strategy? Uncertainty promotion refers to a promotion strategy that creates a certain degree of uncertainty for users in promotional activities to help improve marketing effectiveness. According to the content of the reward and the strength of the reward, the uncertainty promotion strategy can be divided into two categories: Uncertainty about content: Uncertainty about what the reward for a promotion will be, such as a giveaway for text message service shopping is uncertain. Uncertainty of Intensity: Uncertainty about the strength of the promotion, such as random red envelopes for shopping. It should be noted that the uncertainty strategies mentioned in this article are compared in the same promotion form (such as the comparison of random red envelopes and fixed-amount red envelopes), and the comparison of different promotion forms is not within the scope of this article. 3. How does the uncertainty promotion strategy work? Based on multiple theories, the uncertainty promotion strategy is more conducive to improving the text message service user's purchase intention than the promotion strategy with certain rewards . Uncertainty promotion strategies work mainly in the following ways: 1. Arouse the curiosity of users According to the information gap and internal drive theory, when the content of the reward is uncertain (content uncertainty), the user's curiosity will be aroused, and the willingness to purchase the product will be enhanced. When some clues of promotional information are provided in advance (such as providing multiple alternative gifts, or displaying pictures of multiple gifts), users' curiosity will be enhanced, and the impact of uncertain promotions on purchase intentions will be magnified. When users cannot obtain any promotional information in advance, their cognitive needs (referring to curiosity) are difficult to generate, and the effect of uncertainty promotion is not obvious.