【作者】 张荣；

【导师】 白寅；

【作者基本信息】 天津大学 ， 工商管理， 2023， 硕士

【摘要】 在流量成本不断攀升与市场竞争日益激烈的环境下,企业面临获客数量减少、质量降低的难题,再定向有望成为解决企业困境的策略之一。再定向是指对访问过企业产品购买页面的潜在客户进行沟通以促进其购买转化的营销沟通策略。其包含“向谁再定向”和“如何再定向”两个步骤,前者作为实施再定向策略的起点,是后者的基础与前提,在确定“向谁再定向”的基础上,再权衡“如何再定向”会更准确高效,两者共同影响再定向效果。可见,识别再定向消费者是必要且重要的。因此,本文主要聚焦在再定向消费者的识别上,寻找容易被再定向影响的消费者,解决“向谁再定向”的难题。本文认为具备适当信息缺口的消费者是容易被再定向影响的消费者,这是由于适当的信息缺口可激发好奇感,进而影响消费者对产品产生较高的感知价值,最终购买产品。为刻画消费者的信息缺口状态,本文提出了焦点属性信息处理深度和信息处理宽度两个特征,它们可分别衡量消费者产品认知与自我偏好认知两类信息缺口。在此基础上,推导假设认为“焦点属性信息处理深度浅且信息处理宽度窄”或“焦点属性信息处理深度深且信息处理宽度宽”的消费者会存在适当的信息缺口、更容易购买转化。为验证所提假设,本文与中国一家中型互联网保险公司合作,对所获取消费者实际产生的大量行为序列构成的数字足迹进行特征工程、机器学习等处理与实证分析,数据结果与假设相一致。本文基于数字足迹所识别的消费者隐性特征来选择再定向消费者,丰富了再定向目标对象选择策略相关的研究,弥合了过往研究的矛盾,有助于启发未来研究更多使用大量行为数据(如数字足迹等)来深入探究再定向消费者的更多隐性特征。更多还原

【Abstract】 Firms are facing challenges in reducing customer numbers and improving quality due to rising traffic costs and increaseing market competition.To address this dilemma,retargeting has emerged as a potential solution.Retargeting involves engaging with potential customers who have visited a product page to improve the purchase conversion.It contains two steps:‘to whom to retarget’and‘how to retarget’.As the first step towards achieving this goal,the former is the basis and premise of the latter.On the basis of determining‘to whom to retarget’,and then‘how to retarget’will be more accurate and efficient.They jointly affect the retargeting effect.Therefore,it is necessary and important to identify retargeting consumers.And this thesis mainly focuses on the identification of consumers who are more susceptible to retargeting and addresses the challenge of determining whom to retarget..This thesis argues that retargeting is most effective for consumers with appropriate information gaps.Such gaps can stimulate curiosity,leading to a higher perceived value of the product and ultimately to purchase.To describe consumers’information gaps,this thesis proposes two characteristics of information processing depth of focus attribute and information processing breadth.They can measure two types of consumers’information gaps respectively,i.e.,product cognition and self-preference cognition.On this basis,We hypothesize that consumers with‘shallow information processing depth of focus attribute and narrow information processing breadth’or‘deep information processing depth of focus attribute and wide information processing breadth’are more likely to purchase since they possess the appropriate information gaps.To test the hypothesis,this thesis cooperates with a medium-sized Internet insurance company in China to conduct feature engineering,machine learning and empirical analysis on the digital footprint composed of a vast amount of consumer-generated behavior sequences.The results validate the hypotheses.This thesis selects retargeting consumers based on the hidden characteristics of consumers identified by digital footprints,which enriches the research related to the selection strategy of retargeting consumers,bridges the contradictions of previous research and helps to inspire future research to use a large amount of behavioral data(such as digital footprints,etc.)to delve into more hidden characteristics of retargeting consumers.更多还原