The Influence of Coupons on Marketing in Different Situations

Abstract

In today's highly competitive business environment, enterprises are increasingly relying on coupons as a marketing tool to attract consumers, boost sales and market share. This study delves into the multi-dimensional impacts of coupons on both the general commodity market and the high-value commodity market. Through comprehensive analysis, it is found that coupons in the general market can attract potential customers, enhance customer loyalty, improve brand image and reputation, and collect customer data, but they may also lead to long-term profit loss, damage to brand image, market chaos, and failure to attract truly high-spending customers. For the high-value commodity market, the positive impacts of coupons include increased usage after customers receive specific information and enhanced corporate visibility; the negative impacts include potential damage to corporate reputation, but they can also reduce the profit loss caused by the issuance of coupons. This study aims to provide theoretical support and practical guidance for the formulation of marketing strategies by enterprises, helping them precisely design promotional strategies for high-value commodities, optimize resource allocation, and improve the input-output ratio of marketing activities. At the same time, it also offers a new perspective for enriching the theoretical system of marketing and brand management.