We study pre-order strategies in a two-period, continuous-valuation model with the presence of both demand uncertainty and consumer heterogeneity. Consumers face different levels of uncertainty about their valuations in the pre-order stage: experienced consumers know their individual valuations while inexperienced consumers only know the distribution of their valuations. We find that in the pre-order stage the profit-maximizing retailer may target either all inexperienced consumers with a deep pre-order discount, or experienced consumers with a moderate pre-order discount or a pre-order premium. Furthermore, in an extended model where the retail price is endogenously determined, the retailer’s pricing structure mirrors that of the benchmark model.

我们在存在需求不确定性和消费者异质性的情况下，在两个周期的连续评估模型中研究预订策略。在预购阶段，消费者面临不同程度的不确定性：经验丰富的消费者知道他们的个人估值，而经验不足的消费者只知道他们的估值分布。我们发现，在预购阶段，利润最大化的零售商可能会针对所有经验丰富的消费者并提供较高的预购折扣，或者针对经验丰富的消费者提供适度的预购折扣或预购保费。此外，在扩展模型中，零售价格是内生确定的，零售商的定价结构与基准模型的定价结构相似。