线上专柜模式下样品与成品联合销售策略研究  

The Joint Sales Policy of Samples and Finished Products for the Online Counters

作　　者：殷哲 赵琳 YIN Zhe;ZHAO Lin(School of Management,Shanghai University,Shanghai 200444,China)

机构地区：[1]上海大学管理学院,上海200444

出　　处：《数学的实践与认识》2021年第21期44-54,共11页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71602108,11871327)。

摘　　要：针对消费者在线上专柜购买产品时存在的产品价值不确定问题,通过数学模型的构建与求解,探讨当网络零售商考虑实施样品与成品联合销售策略时,异质型消费者的购买决策以及网络零售商的最优定价决策,并分析该策略的实施条件与价值.结果表明,当且仅当消费者偏好与产品价值匹配的概率处于中间值时,网络零售商才应该实施样品与成品联合销售策略.当产品价值与消费者偏好不匹配的边际收益降低时,样品与成品联合销售策略实施的范围不断扩大且能够带来更高利润.而更高的样品边际成本下,样品与成品联合销售策略适用于消费者偏好与产品价值匹配概率较低的情形.This paper considers the problem of product value uncertainty for consumers to purchase at online counters.Through the construction and analysis of the mathematical model,this paper explores the purchase decisions for heterogeneous consumers and the optimal pricing decision for the online retailer when the joint sales policy of samples and finished products is adopted,and analyzes the implementation conditions and value of the joint policy.The results show that only when the matching probability between consumer preference and product value is at the intermediate level,the online retailer should implement the joint sales policy of samples and finished products.When the marginal revenue for the mismatched product is reduced,the joint sales policy of samples and finished products could be adopted in a larger range and achieve a higher profit.In addition,under a higher marginal cost for the production of the sample product,the joint sales policy of samples and finished products should be adopted in the situation with a lower matching probability.

关 键 词：线上专柜 产品价值不确定 样品与成品联合销售策略 线上先试后买 异质型消费者 

分 类 号：F274[经济管理—企业管理]