已有研究表明消费者决策会受到预期后悔的影响,而传统的两阶段降价管理文献没有考虑这一点。针对这种情况,建立基于预期后悔的消费者跨期选择模型,进而分析零售商应该如何定价和控制库存。研究结果表明,预期后悔的相对强度越小,最优价格越高,最优利润越高;预期后悔的相对强度越大,库存和折扣的控制越需严格;相比降价促销零售商更应争取上游供应商的回收政策。 Studies have shown that consumer decision-making will be affected by the expected regret, while the traditional two-stage price management literature does not consider this point. In response to this situation, a model of intertemporal consumer choice based on expected regret is established to analyze how retailers should price and control inventory. The results show that the smaller the relative strength of expected regret, the higher the optimal price, the higher the optimal profit; the greater the relative strength of expected regret, the more strict the control of inventory and discounts; Upstream supplier recycling policy.