考虑资金时间价值的销售商预售策略研究

›› 2018, Vol. 30 ›› Issue (5): 262-272.

• 投入占用产出技术及其应用 • 上一篇

考虑资金时间价值的销售商预售策略研究

鄢章华¹, 刘蕾^2,3

1. 哈尔滨商业大学管理学院, 哈尔滨 150028;
2. 哈尔滨师范大学经济学院, 哈尔滨 150025;
3. 哈尔滨工程大学经济管理学院, 哈尔滨 150001

收稿日期:2016-03-24 出版日期:2018-05-28 发布日期:2018-05-29
通讯作者: 刘蕾(通讯作者),哈尔滨师范大学经济学院副教授,硕士生导师,哈尔滨工程大学经济管理学院博士后。
作者简介:鄢章华,哈尔滨商业大学管理学院副教授,硕士生导师,哈尔滨商业大学管理学院博士后
基金资助:
黑龙江省哲学社会科学基金项目（16JYC10）；黑龙江省青年创新人才项目（UNPYSCT-2017200）；国家自然科学基金项目（71371061；71602042；71671054）；黑龙江省博士后科研项目（LBH-Z15112）；哈尔滨商业大学博士后科研项目（2017BSH010）。

Advance Selling Strategies for Retailers Taking into Account the Time-value of Money

Yan Zhanghua¹, Liu Lei^2,3

1. School of Management, Harbin Commerce University, Harbin 150028;
2. School of Economics, Harbin Normal University, Harbin 150025;
3. School of Economics and Management, Harbin Engineering University, Harbin 150001

Received:2016-03-24 Online:2018-05-28 Published:2018-05-29

摘要/Abstract

摘要：

销售商的预售使顾客的购买行为提前于消费,现有预售模式的相关研究,主要围绕定价策略展开,很少考虑预售(提前)期的量化决策。为制定科学的商品预售策略,在考虑销售商资金时间价值的基础上,结合销售商与顾客间的Stackelberg博弈关系,以预售价格和预售期为决策变量,建立销售商预售策略的优化模型。通过对模型求解结果及现实预售案例的分析,得出结论认为,能实现销售商收入最大化的预售策略可分为超低价格、超长预售期策略和少量价格折扣、较短预售期策略两类,并给出了两种不同预售策略实现销售商收入最大化的条件。最后,通过数值分析展示了两种预售策略间的关系,并对本文的结论进行了验证。

关键词: 预售策略, 资金时间价值, 顾客偏好, 小米, 华为

Abstract:

Advance selling occurs when sellers allow buyers to purchase at a time preceding consumption. Existing researches on advance selling mainly focus on pricing strategies while the quantification of lead-time is seldom discussed. Considering price and lead-time in ad-vance selling as variables, we establish an optimization model under the framework of Stackelberg game. By comparing results from the model with realistic cases, we find that the optimum advance selling strategies should consist of two categories:super low price with ul-tra-long lead-time and reasonable price discount with short lead-time. Further analysis on the two strategies identifies the conditions under which the profit is maximized. Finally, we use numeric examples to illustrate the relationship between the two typical strategies and to verify the conclusions drawn in this paper.

Key words: advance selling, time-value of money, customer preference, MI, Huawei

鄢章华, 刘蕾. 考虑资金时间价值的销售商预售策略研究[J]. , 2018, 30(5): 262-272.

Yan Zhanghua, Liu Lei. Advance Selling Strategies for Retailers Taking into Account the Time-value of Money[J]. , 2018, 30(5): 262-272.

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考虑资金时间价值的销售商预售策略研究

Advance Selling Strategies for Retailers Taking into Account the Time-value of Money

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