A Study on Shopping Mall Coupon Strategies and Consumer Purchasing Decisions

Abstract

Based on the perspective of game theory, this paper constructs a two-level game analysis framework for the coupon marketing strategy of shopping malls. The study adopts the Stackelberg game model to systematically examine the strategic interaction between shopping malls and consumers, as well as between shopping malls and competitors. In the vertical dimension, the influence mechanism of coupon issuance strategy on consumer purchase decision-making behavior is analyzed in detail; in the horizontal dimension, the dynamic impact of preferential competition among shopping malls on market share and operating income is deeply explored. Constructing theoretical models and numerical simulations reveals the formation conditions and action mechanisms of the optimal preferential strategy under different market environments. This study provides theoretical support for shopping malls to formulate differentiated coupon marketing plans in a complex competitive environment, which helps to achieve the dual goals of profit optimization and market position improvement and has important practical guiding value for the optimization of retail marketing strategies.