预售模式下的产品定价策略研究
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摘要
随着电子商务的发展,网络预售模式作为新兴的销售策略越来越受到关注。文中研究了预售模式下的不同产品定价策略,对比分析了有无价格折扣时的最优结果。研究结果表明在其他条件一定的情况下,有无价格折扣的两种销售策略所获得总收益在某一定价时是相等的;而在一定的价格范围内,商家选择价格折扣策略所带来的总利润会大于没有价格折扣的总利润。最后,通过数值实验分析了有无价格折扣时的定价和利润大小关系。
With the development of e-commerce,the online presale model has received increasing attention as an emerging sales strategy. This paper studies the different product pricing strategies under the presale mode,and compares the optimal results with or without price discounts. The research results show that under certain conditions,the total income obtained by the two sales strategies with or without price discounts is equal at a certain price; and within a certain price range,the total profit will be greater under the price discount strategy than that without the price discount. Finally,numerical experiments are carried out to analyze the relationship of pricing and profit under the strategies with and without price discount.
With the development of e-commerce,the online presale model has received increasing attention as an emerging sales strategy. This paper studies the different product pricing strategies under the presale mode,and compares the optimal results with or without price discounts. The research results show that under certain conditions,the total income obtained by the two sales strategies with or without price discounts is equal at a certain price; and within a certain price range,the total profit will be greater under the price discount strategy than that without the price discount. Finally,numerical experiments are carried out to analyze the relationship of pricing and profit under the strategies with and without price discount.
引文
[1]孙彩虹.网络预售发展现状及类型研究[J].管理观察,2017(4):35-37.
[2]陈丽芳.从网络营销角度浅析网络预售模式[J].现代营销,2017(8):89-89.
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[4]刘弯弯.基于策略型消费者的预售策略研究[J].上海管理科学,2014(6):60-62.
[5]杨向东.价格制定因素对消费者购买意愿的影响[J].商业经济研究,2017(18):30-32.
[6]王夏阳.新产品预售的影响机制与企业的定价策略[J].当代经济管理,2015(4):13-19.
[7]安景文,王淼.网络预售产品消费者购买意愿影响因素研究[J].商业经济研究,2017(3):55-57.
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[12]毛照畴,董兆朝,刘伟,等.常规产品与新产品的预售与回购策略比较研究[J].计算机集成制造系统,2017,23(4):867-873.
[13]瞿硕.考虑战略消费者估值不确定性的预售策略研究[D].北京:北京交通大学物流管理与工程,2016.
[14]李辉,齐二石.基于市场规模不确定条件下的销售商预售策略研究[J].中国管理科学,2017,25(2):50-55.
[15]李勇建,许磊,杨晓丽.产品预售、退货策略和消费者无缺陷退货行为[J].南开管理评论,2012,15(5):102-113.
[16] Pengdeng Li,Xiaofan Yang,Yingbo Wu,et al. Discount pricing in word-of-mouth marketing:An optimal control approach[J]. Physica A:Statistical Mechanics and its Application,2018.
[2]陈丽芳.从网络营销角度浅析网络预售模式[J].现代营销,2017(8):89-89.
[3]武玥.基于顾客行为的网络预售机制研究[D].天津:天津大学管理科学与工程系,2011.
[4]刘弯弯.基于策略型消费者的预售策略研究[J].上海管理科学,2014(6):60-62.
[5]杨向东.价格制定因素对消费者购买意愿的影响[J].商业经济研究,2017(18):30-32.
[6]王夏阳.新产品预售的影响机制与企业的定价策略[J].当代经济管理,2015(4):13-19.
[7]安景文,王淼.网络预售产品消费者购买意愿影响因素研究[J].商业经济研究,2017(3):55-57.
[8]唐茗.基于“互联网+预售”的消费者行为分析———以“米粉”为例[J].商情,2016(22):41.
[9]任祥宇.产品预售模式下的定价策略研究[J].时代报告,2016(44):139.
[10]徐广业,但斌.电子商务环境下双渠道供应链协调的价格折扣模型[J].系统工程学报,2012,27(3):344-350.
[11]林志炳,周正勇,吴少雄.基于策略顾客和网络外部性的零售商预售[J].工业工程,2015,18(2):67-72,107.
[12]毛照畴,董兆朝,刘伟,等.常规产品与新产品的预售与回购策略比较研究[J].计算机集成制造系统,2017,23(4):867-873.
[13]瞿硕.考虑战略消费者估值不确定性的预售策略研究[D].北京:北京交通大学物流管理与工程,2016.
[14]李辉,齐二石.基于市场规模不确定条件下的销售商预售策略研究[J].中国管理科学,2017,25(2):50-55.
[15]李勇建,许磊,杨晓丽.产品预售、退货策略和消费者无缺陷退货行为[J].南开管理评论,2012,15(5):102-113.
[16] Pengdeng Li,Xiaofan Yang,Yingbo Wu,et al. Discount pricing in word-of-mouth marketing:An optimal control approach[J]. Physica A:Statistical Mechanics and its Application,2018.