考虑消费者延迟购买行为的预售订货策略研究  

Study on the Ordering Strategy of Advance Selling Considering the Delayed PurchasingBehavior of Consumers

作　　者：陈瑞 周虹 CHEN Rui;ZHOU Hong(Business School,Sichuan University,Chengdu 610065,China)

机构地区：[1]四川大学商学院,成都610065

出　　处：《价值工程》2020年第20期124-128,共5页Value Engineering

摘　　要：由于产品具有生产期,商家需要提前订货,本文考虑了预售期间消费者延迟购买行为,建立了相应的预售订货模型。研究发现:随着消费者延迟购买比例增大,预售后期的最优订货量和最大利润均增大,而现售期及整个销售期的最优订货量和最大利润均较少,因此,消费者预售阶段延迟购买行为对商家不利,此外,还发现利润比订货量对消费者预售期延迟购买比例更敏感。Because the product has a production period,the merchant needs to order in advance,this paper takes into account the period of advance selling that consumers delay to purchase,and establish the corresponding ordering model of advance selling.Study finds that as consumers to delay buying rate increases,the optimal ordering quantity and the maximum later period's booking profits increase,the selling season and the whole sales of the optimal order quantity and the maximum profits is less,so that consumers delay purchasing behavior of advance selling against businesses,in addition,we also find that the profits to purchase quantity ratio is more sensitive than purchase quantity ratio.

关 键 词：预售 订货提前期 延迟购买 需求更新 订货策略 

分 类 号：F274[经济管理—企业管理]