双渠道供应链中考虑参照价格效应的预售策略  

Advance selling strategy considering reference price effect in dual-channel supply chain

作　　者：王晓锋[1] 朱莹 潘邵强 WANG Xiaofeng;ZHU Ying;PAN Shaoqiang(Glorious Sun School of Business&Management,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《东华大学学报（自然科学版）》2022年第6期134-142,共9页Journal of Donghua University(Natural Science)

基　　金：国家自然科学基金重点资助项目(71832001);国家自然科学基金面上项目(71872038);教育部人文社科基金资助项目(18YJA630153)。

摘　　要：在理清策略型消费者的渠道选择及购买时机选择的基础上,确定存在预售期和正常销售期的两阶段双渠道供应链结构。引入两阶段定价形成的参照价格和双渠道竞争形成的参照价格,建立忽略参照价格效应和考虑参照价格效应两种场景下的预售与定价决策模型。通过模型分析和数值模拟,探究参照价格效应对渠道定价、需求量、预售期定金和双方利润的影响。研究结果表明:参照价格效应的存在有利于直销渠道的预售,但会影响正常销售期的需求量;通过设置较低预售定金、较高增值系数可以有效缓解参照价格效应的负面影响,提升直销渠道的市场占有率。On the basis of clarifying the channel selection and purchase timing of strategic consumers, the two-stage dual-channel supply chain structure with the advance selling period and the normal sales period was determined. An advance selling and pricing decision model was constructed under two scenarios, ignoring the reference price effect and considering the reference price effect, which introduced the reference price formed by two-stage pricing and the reference price of dual-channel competition. Through model analysis and numerical simulation, the impact of the reference price effect on dual-channel pricing, dual-channel demand, advance selling deposit and profit was explored. The research results show that the existence of the reference price effect is beneficial to the advance selling of direct sales channel, but it affects the demand during the normal sales period. Setting a lower deposit and a higher deposit inflation coefficient can effectively alleviate the negative impact of the reference price effect and increase the market share of direct sales channel.

关 键 词：双渠道供应链 预售 参照价格效应 定金增值 

分 类 号：F273[经济管理—企业管理]