产能约束下面向估值不确定消费者的预售策略研究

Study of Advance Selling Strategies for Consumers with Uncertain Valuations Under Capacity Constraints

近年来对于预售中由于产能约束等原因导致的延迟交付、缺货以及质量问题等相关负面评价有所上升。这加剧了消费者对商品估值的分化并影响后续购买意向。因此需要对企业的预售策略进行分析和优化来提高收益、降低风险。在此前提下文章讨论了预售存在的优势和挑战,并分析了具有产能约束的企业在面对消费者估值不确定时的不同预售策略,研究发现产能约束和估值水平都会影响商家决策,结论对于企业在预售时定价、订货等具有参考意义。

There has been a rising trend of negative evaluations related to delayed deliveries,out-of-stocks,and quality issues in advance selling due to capacity constraints and other reasons in recent years.This has exacerbated the divergence in consumers'valuation of products and affected subsequent purchase intentions.Therefore,it is necessary to analyze and optimize firms'advance selling strategies to increase returns and reduce risks.Under this premise,this paper discusses the advantages and challenges of advance selling,and analyzes the different strategies of enterprises with capacity constraints in the face of consumer valuation uncertainty.It finds that both capacity constraints and valuation levels affect merchants'decision-making,and the conclusions provide reference for enterprises'pricing and ordering at the time of advance selling.