CAJ | 학술논문

在电子商务格局下，传统优惠券的劣势变得愈发突出。电子优惠券不仅创新了传统优惠券的媒介，而且创新了优惠券获得的渠道及回收方式。优惠券的形式创新既与技术和媒介尤其是社交媒体革命有关，也与营销理念革命有关。一方面，技术革命让优惠券变成可随身携带和随时随地可以拥有的东西；另一方面，营销革命突出了消费者的主动参与，并提高了优惠券的回收率。未来，企业可根据“网络浏览或购物的痕迹”制定出更有针对性的推式优惠券。而专业化优惠券网站的运营也使拉式发送成为电子商务时代的主旋律。
재전자상무격국하，전통우혜권적열세변득유발돌출。전자우혜권불부창신료전통우혜권적매개，이차창신료우혜권획득적거도급회수방식。우혜권적형식창신기여기술화매개우기시사교매체혁명유관，야여영소이념혁명유관。일방면，기술혁명양우혜권변성가수신휴대화수시수지가이옹유적동서；령일방면，영소혁명돌출료소비자적주동삼여，병제고료우혜권적회수솔。미래，기업가근거“망락류람혹구물적흔적”제정출경유침대성적추식우혜권。이전업화우혜권망참적운영야사랍식발송성위전자상무시대적주선률。
Under the background of e-commerce, the disadvantages of traditional coupon have become increasingly obvious. The e-coupon has not only innovated in the media of traditional coupon, but also in the distribution and redemption ways. The formal innovation in coupon is related to technology and media, especially the revolution of social media, and the revolution of marketing concepts. On one hand, the technological revolution makes coupon portable and accessible in any time and any place. On the other hand, the marketing revolution highlights consumers＇ voluntary participation, thereby improving redemption rate greatly. In the future, enterprises will be expected to develop pushing coupon for direct targeted consumers according to their network trace of sightseeing or shopping. Additionally, the operation of professional websites of coupon will make the pulling coupon become the main theme of e-commerce age.