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New Product Presale Strategies considering Consumers’ Loss Aversion in the E-Commerce Supply Chain
Discrete Dynamics in Nature and Society ( IF 1.4 ) Pub Date : 2021-07-16 , DOI: 10.1155/2021/8194879
Chongfeng Lan 1, 2 , Jianfeng Zhu 1
Affiliation  

New product presale is a strategic behavior of manufacturers to transfer inventory risks to consumers. The research purpose of this paper is to examine the presale discount, inventory, and service level decisions in an e-commerce supply chain, where the first period is the presale period and the second is the selling period for the new product. First, consumers were divided into two types—those who are risk averse and those who are not. Then, considering different presale discounts applied for new products, three presale strategy models were discussed: no-presale strategy, presale strategy with a moderate discount, and complete presale strategy, and the optimal decisions of e-commerce supply chain members were obtained under different valuations of the new product by consumers. Finally, the effects of the correlation coefficient between the numbers of the two types of consumers, the loss aversion degree of consumers, and the marginal profit in the sales period on the optimal discounted price and the maximum expected profit were analyzed. The conclusions of this article show that the presale strategy is not always optimal but depends on the parameters of the market and the type of consumers. For example, when the correlation coefficient between the two types of consumers is high, it is more profitable for the suppliers if they choose the presale strategy with a moderate discount, while e-commerce platforms tend to adopt the no-presale strategy. The optimal discounted price in the complete presale case is not necessarily lower than that in the moderately discounted presale case. If the marginal profit is high in the normal sales period or consumers are less averse to losses, suppliers are more likely to adopt the complete presale strategy. The research conclusions provide some theoretical reference for companies in the development of new product presale strategies in the e-commerce supply chain.

中文翻译:

电子商务供应链中考虑消费者损失厌恶的新产品预售策略

新品预售是制造商将库存风险转移给消费者的一种战略行为。本文的研究目的是考察电子商务供应链中的预售折扣、库存和服务水平决策,其中第一个时期是预售期,第二个时期是新产品的销售期。首先,消费者分为两类——规避风险的和不规避风险的。然后,考虑对新产品应用不同的预售折扣,讨论了三种预售策略模型:无预售策略、适度折扣的预售策略和完全预售策略,并获得了电子商务供应链成员在不同情况下的最优决策。消费者对新产品的评价。最后,分析了两类消费者数量之间的相关系数、消费者的损失厌恶程度、销售期内的边际利润对最优折扣价格和最大预期利润的影响。本文的结论表明,预售策略并不总是最优的,而是取决于市场参数和消费者类型。例如,当两类消费者的相关系数较高时,供应商选择适度折扣的预售策略对供应商有利,而电商平台则倾向于采用无预售策略。完全预售情况下的最优折扣价不一定低于适度折扣预售情况下的最优折扣价。如果正常销售期间边际利润较高或消费者不太愿意亏损,则供应商更有可能采用完全预售策略。研究结论可为企业在电子商务供应链中制定新产品预售策略提供一定的理论参考。
更新日期:2021-07-16
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