退货和努力条件下基于心理账户的预售策略研究

Research on Advance Selling Strategy with Mental Accounting Considering Return and Effort

预售阶段存在着消费者对产品预期与实际不一致的情况,考虑提前支付方式和退货的影响,本文研究预售模式下产品价格与促销策略的确定问题。分不进行和进行促销努力两种情形,讨论不同阶段消费者效用的影响因素,在构建消费者效用表达式的基础上,分析消费者的购买行为,得到两种情形下利润函数的表达式,探讨最优策略的确定方法。验证建立的模型与求解方法,分析参数变化对最优策略与利润的影响。

There exists inconsistency between expectations and actual experiences while customers purchase product in advance selling stage.In view of the impacts of payment method and return policy on customer utility,this paper investigates the problem of pricing and promotion strategies in advance selling environment.To reach this goal,this paper discusses the influencing factors of customer utility when customers purchase product in advance selling or spot stage,develops the corresponding utility functions,analyzes customer purchase behavior,and then constructs the profit functions to explore the determination methods of optimal strategy for the cases without and with promotion effort.The results of numerical analysis show the validity of theoretical model and solution method,and also reveal the effects of parameter changing on the optimal strategy and maximal profit.