基于策略型消费者的预售策略研究

季节性易逝品的销售期短,并且残值低,这类产品可以采用预售策略.考虑消费者估价不确定性及消费者的策略性行为,对预售策略的定价及库存进行了研究.同时优化了预售价格及实物销售价格,得到了当消费者的估值分布满足一定的条件时的最优价格,并通过建立报童模型,得到了最优的产量及利润.通过预售与不预售两种策略的比较,得到了销售商采取预售策略的充分条件.最后,对模型进行了数值分析.

The advance selling policy based on strategic consumers

Seasonal and perishable goods have a short selling period and low salvage. For this kind of product, advance selling policy can be used. The pricing and inventory of advance selling policy were researched considering the uncertainty of consumer valuation and the strategy of consumer behavior. It optimized advance selling price and goods＇ price and obtained the optimal prices when the consumers＇ valuation distribution met certain condition. In addition, it established newsvendor model to get the optimal capacity and profit. By comparing advance selling policy and no advance selling policy, it obtained the sufficient condition under which the retailer should adopt advance selling strategy. Finally, it took numerical analysis.