大数据环境下基于消费者行为的预售策略研究及展望  

Research and Prospect of the Advance Selling Strategy Based on the Consumer Behaviors

作　　者：王叶峰[1] 田中俊[2] 付娜[3] 

机构地区：[1]浙江万里学院,浙江宁波315100 [2]上海财经大学,上海200433 [3]天津农学院,天津300384

出　　处：《浙江万里学院学报》2017年第2期18-22,共5页Journal of Zhejiang Wanli University

基　　金：浙江省自然科学基金项目(编号:LQ14G020007);上海财经大学研究生创新基金项目(编号:CXJJ-2013-333);浙江万里学院博士工程项目(编号:1741000541);浙江省哲学社会科学"临港现代服务业与创意文化研究中心"资助

摘　　要：基于消费者行为的预售策略已成为学术界的新兴研究领域,文章根据大数据对消费行为的影响,消费者需求与产品定价和库存的关系,对基于消费者行为的预售定价、价格保证和退货保证机制等预售策略文献进行总结与述评,提出未来研究方向。The pricing strategy of advance selling based on consumer behavior has become the new research field in academia. According to the influence of big data on consumer behavior, the relationship of consumer demand and product price and inventory, this paper summarized and reviewed the advance selling strategy literature that researched advance selling pricing, price guarantee and return guarantee mechanism based on the consumer behaviors. At last, this paper proposed the future research directions.

关 键 词：大数据 消费者行为 预售 价格保证机制 

分 类 号：F224[经济管理—国民经济]