预售模式下电商平台订货时间与定金决策研究

Ordering Time and Deposit Decision of E-commerce Platform Under Advance-selling Model

预售模式延长了产品整体销售周期,这为电商平台的产品订货时间决策带来了新问题。为研究对比提前与延后两种订货时间策略影响下的产品定金、产品价格与电商平台利润,建立两阶段主从博弈模型,分析定金敏感度、尾款敏感度和制造成本对订货时间选择与产品定金决策的影响。结果表明:在延后订货模式中,定金、尾款敏感度对产品订货价格影响相反;在提前订货模式中,只有定金敏感度影响产品订货价格。电商平台预售券/定金策略受消费者尾款敏感度影响。

The advance-selling mode has prolonged the overall sales duration of products,which brings new problems to the decision-making of product ordering time for e-commerce platforms.In order to study and compare the product deposit,product price and e-commerce platform profit under the influence of two kinds of ordering time strategies,a two-stage leader-follower game model is established to analyze the influence of deposit sensitivity,balance sensitivity and manufacturing cost on ordering time selection and product deposit decision.The results show that the consumer’s sensitivity to the product deposit and the product balance will affect the wholesale price of the products in the delayed order model,while the wholesale price in the early order model is only affected by the sensitivity of the product deposit.Compared with the early order model,the delayed order model can be applied to consumers with more stringent product price sensitivity.The E-commerce platform’s advance-selling coupon/deposit strategy depends on the consumers’sensitivity to the product balance.