In this paper, we look into the optimal sales strategy of e-commerce platform which sells fresh-product advertising in advance-selling period and spot-selling period, respectively, when advance-selling and spot-selling integration mode is applied. The study found that, with the increase of advertising investment, the marginal benefit of e-commerce platform is declining; whether advertising during the advance-selling period or the advertising during the spot-selling period, the e-commerce platform can improve its profit, but under the same advertising effect factor, the optimal advertising investment for the sale period is smaller, and the profit when advertising in the advance-selling period is greater. When advertising in different periods, the optimal advertising and price strategy depends on the maximum valuation of consumers about the product and the advertising effect factor.

中文翻译：

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生鲜预售与现货销售一体化模式中考虑广告的销售策略

在本文中，我们分别研究了在应用预售和现货销售整合模式下，在预售期和现货销售期销售生鲜广告的电子商务平台的最优销售策略。研究发现，随着广告投入的增加，电子商务平台的边际收益在下降；电商平台无论是在预售期投放广告，还是在点播期投放广告，都可以提高自己的利润，但在相同的广告效应因子下，促销期的最优广告投入较小，利润当预售期的广告较大时。在不同时期投放广告时，