考虑消费者策略行为的定金增值预售策略研究

Joint Deposit Inflation and Advance Selling Strategy with Strategic Consumers

预售期的价值不确定性诱发了消费者的策略性延迟购买行为,无法充分发挥预售的优势。基于此,研究了如何通过定金增值策略的引入应对预售中产品价值不确定带来的负面影响。考虑某零售商的两阶段(预售期与现货期)销售模式,消费者在预售期无法准确判断产品价值是否与自身偏好匹配。策略型消费者可以在预售期为产品支付可增值的定金,在现货期支付尾款完成购物过程,也可以等至现货期购买产品。通过数学模型的建立与求解,探讨了定金增值预售策略下,策略型消费者的最优购买决策以及零售商的最优定价策略。结果表明定金增值的使用能够有效缓解策略型消费者的等待行为,从而改善零售商的预售效果。

The valuation uncertainty of the product in the pre-sale period induces consumers to wait for the selling in the spot period,which reduces the advantage of advance selling.Based on this problem,the deposit inflation policy is studied to mitigate the negative effects of uncertain product value in advance selling strategy.The two-stage(advance period and spot period)sales model of a retailer is considered.Consumers do not know whether the product fits their preferences in the advance period.The strategic consumers could pay a deposit that could inflate in the advance period and then pay the final payment in the spot period,or wait for the spot period.Through the analysis of the mathematical model,the optimal purchase decisions of consumers and the optimal pricing decisions of retailers are discussed under the deposit inflation and advance selling strategy.The results show that consumers’strategic waiting behavior can be mitigated by the adoption of the deposit inflation policy.