预售模式下考虑消费者后悔的零售商定价与订货研究  

Retailer’s Pricing and Ordering Decisions Considering Consumers’ Regret Behavior Under Advance Selling

作　　者：官振中[1] 何三明 杜华峰 GUAN Zhenzhong;HE Sanming;DU Huafeng(School of Economics and Management,Southwest Jiaotong University,Chengdu,Sichuan 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《工业工程与管理》2023年第1期159-169,共11页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71572154);四川省科技厅软科学项目(2020JDR0118)。

摘　　要：随着电子产品迭代速度的不断加快,零售商为抢占市场和缓解资金压力,开始广泛采用溢价预售模式。此模式下,当消费者预售期购买时,会产生高价后悔;当消费者现货期购买时,可能会产生缺货后悔。在考虑这两种后悔行为基础上,研究了零售商预售模式下的联合定价与订货决策问题。研究表明,在高价后悔敏感度与缺货敏感度相差较大时,零售商采用预售更优;当零售商采用预售时,对比动态定价策略和价格承诺策略发现,动态定价各阶段价格更低,订货量更高,利润则是价格承诺更优;当零售商采用预售且价格承诺策略时,消费者的高价后悔敏感度与缺货后悔敏感度较接近时,若忽略消费者的后悔行为,零售商将会面临较大的利润损失。As the iterative speed of electronic products continues to accelerate,retailers have begun to widely adopt a premium advance selling mode in order to seize the market and ease financial pressure. In this mode,when consumers buy in the advance selling period,they will regret the high price. When consumers buy products during the spot,they may regret the stockout. Considering these two regret behaviors,the joint pricing and ordering decision-making problems under the retailer’s advance selling mode were studied. The research shows that when the sensitivity of high price regret and the sensitivity of out-of-stock are quite different,it is better for retailers to adopt advance selling.When retailers adopt advance selling,comparing the dynamic pricing strategy with price commitment strategy,it is found that the dynamic pricing strategy at each stage has lower price,higher order quantity,and poorer profit than price commitment strategy. When retailers adopt advance selling and price commitment strategy,consumers’ high price regret sensitivity is close to the stock-out regret sensitivity. if the consumers’ regret behavior is ignored,the retailer will face a greater loss of profit.

关 键 词：预售 消费者后悔行为 定价 订货 

分 类 号：F274[经济管理—企业管理]