预售背景下易逝品销售的时间策略研究

发布时间：2018-02-27 21:03

本文关键词： 预售易逝品不确定性时间策略　出处：《中国管理科学》2017年06期 　论文类型：期刊论文

【摘要】：供给能力一定常导致有固定消费期易逝品的供不应求。消费者效用和零售商成本会随着时间而变化,本文在价格和供给能力外生的条件下,构建易逝品的预售和现售两阶段时间策略模型,分析和讨论了零售商决策预售时间长度、何时开始现售及现售时间长度的问题。结果表明,易逝品销售:(1)在无预售量限制,只存在预售时,预售时间长度与预售价正相关;预售和现售共存时,若消费者只在好消费状态购买,两阶段时间长度均与好消费状态发生的概率、购买到产品的可能性和时间敏感程度相关,反之,两阶段时间长度仅与购买到产品的可能性和时间敏感程度有关;(2)存在预售量限制,若预售价较低且预售需求得不到满足,则预售时间变短,零售商利润得到提高。
[Abstract]:Supply capacity must often lead to a shortage of perishable goods with a fixed consumption period. Consumer utility and retailer costs will change over time. This paper constructs a two-stage time strategy model of perishable goods, analyzes and discusses the problem that retailers make decisions on the length of presale time, when they begin to sell on hand and when they are on sale. The results show that there is no pre-sale quantity limit for perishable goods. When there is only pre-sale, the length of pre-sale time is positively correlated with the pre-selling price, and when pre-sale and pre-sale coexist, if the consumer only buys in a good consumption state, the time length of two stages is both related to the probability of occurrence of good consumption state. The possibility of purchasing a product is related to the time sensitivity, whereas the two-stage time length is only related to the possibility and time sensitivity of the product purchased. (2) there is a pre-sale quantity limit, if the pre-sale price is lower and the pre-sale demand is not met, The pre-sale time becomes shorter, the retailer profit is improved.
【作者单位】：中南大学商学院;湖南商学院;
【基金】：国家自然科学基金资助项目(71373288,71210003,71431006) 教育部人文社科基金资助项目(13YJAZH146) 湖南省社科基金重点项目(15ZDB67)
【分类号】：F274

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