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研究了预售环境下,存在消费者估值不确定和消费者搜索成本时,销售商的最优定价和配给决策.建立一个两阶段模型,考虑一个销售商出售单一新产品给若干具有战略行为的消费者,消费者根据自身效用最大化原则选择最佳购买时机,销售商则考虑消费者的战略行为,决策最优的两期价格和预售期配给量.研究结果表明,预售期的配给量取决于单位产品的采购成本.当且仅当单位产品的采购成本介于特定范围内时,销售商应采用预售策略,此时折扣预售策略总是销售商的最佳选择.否则销售商应采用正常销售策略.研究还表明,当消费者的风险成本系数较低时,消费者的搜索成本越高,销售商的预售价格和总利润越低.否则,消费者的搜索成本越高,销售商的预售价格和总利润越高.
This paper studies the optimal pricing and rationing decisions of retailers in the presale environment with the uncertainty of consumers and the search cost of consumers.Constructing a two-stage model, considering a seller selling a single new product to several strategic behaviors Of consumers, consumers choose the best time to buy according to the principle of maximizing their own utility, and the retailer considers the consumer’s strategic behavior, the optimal two-period price and the pre-sale ration.The results show that the pre-sale period The rationing depends on the purchase cost per unit of product, and the seller should adopt the pre-sale strategy if and only if the unit cost of goods is within the specified range, and the discount pre-sale strategy is always the best choice for the seller. The seller should adopt the normal sales strategy.The research also shows that when the consumer’s risk cost coefficient is low, the higher the search cost of the consumer, the lower the seller’s pre-sale price and the total profit.Otherwise, the search cost of the consumer The higher the seller’s pre-sale price and the higher the total profit.