基于动态序列优惠券分配框架的C2C市场商品营销推广效率优化
Optimizing Item-based Marketing Promotion Efficiency in C2C Marketplace with Dynamic Sequential Coupon Allocation Framework
AI总结：
针对C2C市场现有促销策略独立优化、缺乏连续性且成本高的问题，提出DSCAF框架，通过双预测器和迭代决策优化多轮优惠券分配，在保障售罄率提升阈值的同时最大化长期ROI，已应用于Mercari平台。
摘要：
在电商平台中，优惠券对提升交易量起着关键作用。在消费者对消费者（C2C）市场中，保障买卖双方的满意度至关重要。尽管以买家为中心的营销策略往往获得更多关注，但满足卖家的需求同样重要。此外，现有策略通常对每次促销活动独立优化，导致各促销之间缺乏连续性，且为追求每个促销周期内的短期效果产生了不必要的成本。\n 我们提出了动态序列优惠券分配框架（Dynamic Sequential Coupon Allocation Framework, DSCAF），用于优化一系列促销活动中的商品优惠券分配策略。DSCAF为目标商品提供优惠券配置和投放时机的序列建议。若初始建议未促成销售，它会动态调整策略并提供后续解决方案。该框架整合了两个预测器，用于估计当前及后续轮次优惠券分配下的销售倾向，还包含一个决策流程以确定优惠券分配方案。它会迭代运行直至商品售出。框架的目标是在确保售罄率（Sell-through Rate, STR）提升值维持在指定阈值以上的同时，最大化投资回报率（Return on Investment, ROI）。DSCAF旨在从长期视角优化序列优惠券效率，而非仅关注单次促销实现的提升效果。该框架已应用于Mercari的商品优惠券分配场景。
英文摘要：
In e-commerce platforms, coupons play a crucial role in boosting transactions. In the customer-to-customer (C2C) marketplace, ensuring the satisfaction of both buyers and sellers is essential. While buyer-focused marketing strategies often receive more attention, addressing the needs of sellers is equally important. Additionally, the existing strategies tend to optimize each promotion independently, resulting in a lack of continuity between promotions and unnecessary costs in the pursuit of short-term impact within each promotion period. We introduce a Dynamic Sequential Coupon Allocation Framework (DSCAF) to optimize item coupon allocation strategies across a series of promotions. DSCAF provides sequential recommendations for coupon configurations and timing to target items. In cases where initial suggestions do not lead to sales, it dynamically adjusts the strategy and offers subsequent solutions. It integrates two predictors for estimating the sale propensity in the current and subsequent rounds of coupon allocation, and a decision-making process to determine the coupon allocation solution. It runs iteratively until the item is sold. The goal of the framework is to maximize Return on Investment (ROI) while ensuring lift Sell-through Rate (STR) remains above a specified threshold. DSCAF aims to optimize sequential coupon efficiency with a long-term perspective rather than solely focusing on the lift achieved in each individual promotion. It has been applied for item coupon allocation in Mercari.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
