预期销售背景下消费者后悔行为的研究

发布时间：2018-04-11 08:45

本文选题：预期销售 + 策略消费者　；参考：《青岛大学》2015年硕士论文

【摘要】：预期销售不仅能使企业很好地了解市场潜力,合理调节产能分配,而且也能更好地满足消费者需求,因而被越来越多的企业所关注和应用。在企业提供预期和当期两阶段销售模式时,策略消费者就会选择购买时机,使自己获得更多的消费者剩余,但大部分的研究更多的是关注个体经济上的剩余,消费者心理上的剩余很多时候都被忽视,本学位论文在企业提供预期销售的背景下,消费者估值不确定时,结合后悔理论微观地预测策略消费者的行为及购买决策,并探讨消费者预期后悔对企业收益和策略的影响。之后,我们进一步纵向扩展,分析受预期后悔影响的零售商的最优订货问题及收益。(1)我们在预售背景下,分析消费者经济上和心理上的剩余,给出受预期后悔影响的消费者的总的期望剩余函数,以更好地判断消费者的购买决策及其预期购买条件。(2)将企业产能分为无约束和有约束两种情况,进一步分析消费者预期后悔对企业收益和策略的影响。在产能有限时,为给当期购买的高估值消费者保留产能的可得性,企业通常不会在预期售出所有产品。因此,我们重点分析了企业限量预售的情形,给出不同条件下,企业应采取的销售策略。(3)在分析消费者预期后悔的基础上,进一步考虑零售商的预期后悔对其最优订货量的影响及供应商可采取的相应措施,从而构建预期销售背景下,受预期后悔影响的消费者,零售商,供应商组成的三级供应链系统,以更好地预测供应链中各成员的行为。
[Abstract]:Expected sales can not only make enterprises understand the market potential, adjust the distribution of production capacity, but also better meet the needs of consumers, so more and more enterprises pay attention to and apply it.When the enterprise provides the expected and the current two-stage sales model, the strategic consumers will choose the time to buy, so that they can get more consumer surplus, but most of the research is more focused on the surplus in the individual economy.The rest of the consumer psychology is often ignored. In the context of enterprises providing expected sales and uncertain consumer valuation, this dissertation combines regret theory to predict consumer behavior and purchase decision microscopically.And explore the impact of consumers' expected regret on corporate earnings and strategies.After that, we further expand vertically to analyze the optimal ordering problem and revenue of retailers affected by expected regret.) in the context of pre-sale, we analyze the economic and psychological surplus of consumers.The total expected residual function of consumers affected by expected regret is given to better judge the purchasing decision of consumers and their expected purchasing conditions. (2) the enterprise capacity is divided into unconstrained and constrained cases.Further analysis of the impact of consumer expected regret on corporate earnings and strategies.When capacity is limited, companies typically do not sell all products in anticipation to keep capacity available to high-valued consumers who buy in the current period.Therefore, we focus on the analysis of the situation of limited pre-sale in enterprises, and give out the sales strategy that enterprises should adopt under different conditions, based on the analysis of consumers' expectation of regret.Considering further the impact of retailers' expected regret on their optimal order volume and the corresponding measures that suppliers can take, so as to construct consumers, retailers affected by expected regret in the context of expected sales,Supplier-based three-level supply chain system to better predict the behavior of each member in the supply chain.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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