考虑产品替代性的易逝品预售策略研究

Study on Pre-sales Strategy of Perishable Goods Considering Product Substitutability

易逝品需求不确定性高,销售周期短,残值低,对此类商品采取折价预售有利于提前锁定消费者,降低需求不确定性。考虑策略型消费者行为,针对经销商同时代理两种具有替代性的易逝品并同时采用预售策略,建立了优化决策模型并进行了求解,进而采用数值分析方法探查了替代率对预售折扣系数和利润的影响方式。研究结果表明,经销商同时销售的易逝品替代性越高,越有利于提高总利润,进行预售时,应该保持处于市场跟随者地位的产品的预售折扣相对稳定,同时降低处于市场领导者地位的产品的预售折扣(即增加其折扣系数)。

In view of the properties of the perishable goods, discount sales and pre-sales are good strategies to lock down the consumers in advance and reduce demand uncertainty. In this paper, considering the behavior of the strategic consun^ers and in response to the pre- sales strategy adopted by a distributor simultaneously dealing two kinds of mutually substitutable perishable goods, we built and solved the optimal decision-making model and explored the manner of influence of the substitution rate on the pre-sales discount coefficient and profit through numerical analysis, finding that the higher the substitution rate, the more easily the total profit could be achieved and during the pre- sales, we should maintain the relative stability of the pre-sales discount of the goods as the market follower and at the same time lower the pre-sales discount （i.e., increase its discount coefficient） of the goods dominating the market.