考虑消费者行为的新产品预售动态定价与退货策略研究  

Research on Dynamic Pricing and Return Strategy of New Product Pre-sale Considering Consumer Behavior

作　　者：王宣涛 伏开放 周国林 王海霞 陈志祥[2] WANG Xuan-tao;FU Kai-fang;ZHOU Guo-lin;WANG Hai-xia;CHEN Zhi-xiang(School of Business Administration,Guangdong University of Finance,Guangzhou 510521;School of Business,Sun Yat-sen University,Guangzhou 510275)

机构地区：[1]广东金融学院工商管理学院,广东广州510521 [2]中山大学管理学院,广东广州510275

出　　处：《供应链管理》2023年第3期87-96,共10页SUPPLY CHAIN MANAGEMENT

基　　金：广东省自然科学基金区域联合青年项目“跨境电商国际采购提前期不确定下的运输—保税仓库存联合优化与协调研究”(2020A1515110500);广州市哲学社会科学发展“十三五”规划项目“经贸摩擦升级环境下跨国供应链弹性构建与协同优化研究”(2020GZGJ163);广东省普通高校特色新型智库项目“工业互联网应用与产业集群升级创新研究院”(2021TSZK012);广东省教育厅特色创新项目“跨境电商国际采购提前期不确定的供应-运输-保税仓多级跨国供应链博弈与协调机制研究”(2022WTSCX078);教育部人文社会科学研究项目“不同商业信用模式下供应链的赊销与赊购协调优化研究”(22YJC630012);广东省哲学社会科学规划项目“随机需求下供应链在不同商业信用模式中的协调决策”(GD22XGL29)。

摘　　要：文章研究了零售商的新产品预售动态定价与退货联合策略,同时考虑了市场上消费者的策略行为。首先在考虑市场上不同消费者行为下构建了零售商的新产品预售与正常销售两阶段动态定价模型,接着将零售商不采取预售动态定价策略、采取预售动态定价策略、采取预售动态定价与退货联合策略这三种策略进行对比分析,得出相应的最优预售期产品价格、最优正常销售期产品价格以及最优产品退货价格。研究发现,零售商在预售期间会采取动态定价下的折扣预售策略,进一步研究发现,在消费者对产品的最高估价低于特定价值的情况下,预售动态定价和退货策略总是优于预售动态定价下的单独策略,并且当消费者对产品的最高估值低于某一特定值时,零售商不应该采取预售策略;而当消费者对产品的最高估值高于某一特定值时,零售商应该采取预售退货联合策略。This paper studies the dynamic pricing and return strategy of new product pre-sale of retailers under the consideration of customer strategic behavior.First,considering different consumer behavior,a two-stage dynamic pricing model both retailers pre-sale and normal sales is constructed.Then,the three strategies of retailers not adopting pre-sale strategy,adopting pre-sale strategy and adopting pre-sale return strategy are compared and analyzed,and the corresponding optimal pre-sale price,optimal normal sales price and optimal return price are obtained.The research finds that retailers will adopt discount pre-sale strategy under dynamic pre-sale pricing.Further research finds that the pre-sale return strategy is always better than the single pre-sale strategy,and retailers should not adopt pre-sale strategy when the highest consumer valuation of products is lower than a certain value;When consumers highest valuation of products is higher than a certain value,retailers should adopt pre-sale return strategy.

关 键 词：战略型消费者 预售策略 动态定价策略 退货策略 

分 类 号：F270[经济管理—企业管理]