考虑广告影响需求的零售商预售策略研究-AtlantisPress.PDFVIP

Advances in Social Science, Education and Humanities Research (ASSEHR), volume 237 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018) Research on Retailer’s Advance Selling Strategy Considering the Influence of Advertising on Demand YANG Li-jun a b , LI Hui-min School of Economics ＆Management, Jiangsu University of Science and Technology, Zhenjiang, 212003,China a b 1967399352@, 1132069685@ *YANG Li-jun Keywords: Advance selling strategy; Advertising; Demand; Retailer; Strategic consumer Abstract: Based on considering the impact of advertising on demand, this paper constructs advance selling model to explore the retailers strategy and gives the optimal decision under the relevant conditions. The research shows that under the influence of advertising on demand, retailers are more willing to pre-sale sale at discount when the number of strategic consumers is higher in the market. The specific scope of advance selling strategy and expected profit is determined by the correlation coefficient of advertising. 考虑广告影响需求的零售商预售策略研究 a b 杨丽君 ，李惠敏 江苏科技大学经济管理学院，镇江，212003 a b 1967399352@, 1132069685@ *杨丽君 关键词：预售策略;广告;需求;零售商;策略型消费者 摘要：本文在考虑广告影响需求的基础上，构建预售模型，探究零售商的预售策略，并给出 相关条件下的最优决策。文中的研究表明基于广告对需求的影响下，策略型消费者较多时零 售商进行折价预售更为有利，而预售策略与期望利润的具体范围由广告的相关系数确定。 1．引言 预售与广告是目前零售商提高利润的有效手段。预售是零售商在产品尚未正式投放市场 前开始的销售行为，其允许消费者