两竞争销售商在市场规模不确定条件下的预售策略研究

Advance Selling Strategy Considering Two-seller Sellers Competition and Uncertain Market Size

考虑两家竞争销售商与消费者市场规模不确定时,两销售商的最优预售决策问题。通过构建预售与不预售两种策略下两家竞争公司的收益模型,并对这两种策略展开对比研究,得出相应的最优预售价格与最优订购量。研究发现两个竞争销售商实施预售策略并不总是最优的,商品的单位成本会影响销售商预售的策略。当商品单位成本在一定范围内时,两个竞争销售商实施折价预售策略总是最优的,否则,两销售商应采用不实施预售策略。研究还表明,在竞争环境下两个销售商的预售价格折扣系数随成本的增加而增加,而且两公司博弈时预售价格折扣系数存在一组纳什均衡解。

We explore the optimal advan-ce selling strategy considering two sellers competition and uncertainty m-arket size.The profit models are est-ablished to take the comparative stu-dy between the strategies of advance selling and no advance selling.It ob-tains the optimal advance selling pr-ices and order quantities.It also fi-nd that two competitive sellers are not always optimal in advance selling.The unit cost of goods will affect de-cision of the seller′s strategy.When the cost of unit exceeds a specific t-hreshold,two competitive sellers should always adopt the advance selling strategy.In this case,the discount ad-vance selling strategy is optimal.Ot-herwise,the regular selling strategy is the best choice for the sellers.The equilibrium discount coef cients are increasing in cost in the compete-tive environment.There is a set of Nash equilibrium solutions for the two companies in the advance selling.