互联网时代零售商预售策略研究——基于定金膨胀模式的分析

Research on Pre-sale Strategy of Retailers in the Internet Era——Based on the Deposit Expansion Model

互联网+时代,科技改变着社会生活,线上购物已成为大众普遍采用的消费方式。定金膨胀是电商广泛采用的预售策略。在此背景下,考虑预售时间、定金额度、膨胀系数对消费者决策的影响,基于Hotelling模型构建消费者效用函数和零售商利润函数,得出使零售商利益最大化的两种最优预售策略,即以较短预售时间、高额定金、高倍膨胀系数确定的定金膨胀预售策略和以较长预售时间、低额定金、低倍膨胀系数确定的定金膨胀预售策略,并且给出两种膨胀策略实现零售商收益最大化的条件。前者适用于单价较高的商品,在一定条件下会出现溢价预售的现象;后者适用于单价较低的商品,是较为保守的预售策略。

In the Internet Plus era,science and technology change social life,online shopping has become a popular way of consumption.Deposit expansion is a widely used advance selling strategy.Considering the influence of advance selling time,deposit amount and coefficient of expansion on consumer decision,constructed the consumer utility function and retailer profit function based on the Hotelling model,and two optimal advance selling strategies are obtained,that is,the deposit expansion strategy determined by short advance selling time,high deposit amount and high expansion coefficient,and the deposit expansion strategy determined by long advance selling time,low deposit amount and low expansion coefficient.The former is suitable for goods with higher unit price,and the latter is suitable for goods with lower unit price,which is a conservative advance selling strategy.