现售和预售集成模式下考虑消费者时间偏好的线上企业决策

The Online Seller's Strategy Based on Customer Time Preference under Advance Selling and Normal Selling Integration Mode

针对线上企业在集成销售模式下考虑消费者具有时间敏感的决策问题,提出现售和预售集成模式下企业的价格策略和库存策略,并分析不同模式下企业的库存量和利润,最后通过仿真算例分析预售时间对企业决策参数和利润的影响。研究发现,当市场规模一定,集成模式可以有效降低企业库存;当市场规模增加,集成模式可以分担库存剩余风险。单一现售和集成模式的优劣取决于企业能否有效降低产品交付成本以及能否有效刺激市场需求。

To study on the online seller＇s strategy based on customer time preference when they sell the product through the integration mode,this paper identified the optimal price discount and inventory decisions for online seller. Then,it analyzed the online seller＇s stocks and profits under different modes. Finally,it analyzed the effect of advance selling lead time on the decision parameters and profit through simulation analysis. Results showed that,when the scale of potential market is certain,the online seller can reduce inventory effectively through the integration mode. With the scale of potential market increasing,online seller can reduce the inventory surplus risk under integration mode. The comparison between the two kinds of selling mode depends on the ability of reducing delivery costs and stimulating the demand.