消费者心理账户和隐藏市场价格对预售策略的影响
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摘要
基于行为经济学有关消费者心理账户的研究成果,首先研究了预售中受提前支付影响下消费者的最优购买策略。在此基础上,研究了商家两种不同的最优预售策略,即分别考虑了在预售阶段商家公开和不公开商品现货销售阶段的市场价格两种情形。最后,对两种预售策略及其获得的期望收益进行了比较分析。
This paper introduces the effect of mental accounting on consumer behavior when it purchases the item in the presale mechanism.It shows that under the influence of mental accounting,some of consumers with low-valuation would like to purchase the item in the presale mechanism if pre-payment can weaken their pain of loss effectively.Then,it considers two different presale programs where the seller discloses the regular price in the presale period or conceals it.The optimal discount rate and the optimal ordering strategies can be proved respectively.Finally,it obtains some conclusions by numerical analysis.The manufacture will gain more revenue when he discloses the sale price in the presale period.Also,the manufacture with high-quality goods will offer higher discount rate.
This paper introduces the effect of mental accounting on consumer behavior when it purchases the item in the presale mechanism.It shows that under the influence of mental accounting,some of consumers with low-valuation would like to purchase the item in the presale mechanism if pre-payment can weaken their pain of loss effectively.Then,it considers two different presale programs where the seller discloses the regular price in the presale period or conceals it.The optimal discount rate and the optimal ordering strategies can be proved respectively.Finally,it obtains some conclusions by numerical analysis.The manufacture will gain more revenue when he discloses the sale price in the presale period.Also,the manufacture with high-quality goods will offer higher discount rate.
引文
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[6]白世贞,姜曼,徐娜.现售和预售集成模式下考虑消费者时间偏好的线上企业决策[J].软科学,2017,31(1):118-123.
[7]X Henry Wang,Chenhang Zeng.A Model of Advance Seling with Consumer Heterogeneity and Limited Ca-pacity[J].JEcon,2016,117:137-165.
[8]Man Yu,Hyun-Soo Ahn,Roman Kapuscinski.Rationing Capacity in Advance Selling to Signal Quality[J].Management Science,2015,61(3):560-577.
[9]Chung-Yuan Dye,Tsu-Pang Hsieh.Joint Pricing and Ordering Policy for an Advance Booking System with Partial Order Cancellations[J].Applied Mathematical Modelling,2013(37):3645-3659.
[10]Moutaz Khouja,Jing Zhou.Channel and Pricing Decisions in a Supply Chain with Advance Selling of Gift Cards[J].European Journal of Operational Research,2015(244):471-489.
[11]Prelec,D,G Loewenstein.The Red and the Black:Mental Accounting of Saving and Debts[J].Marketing Science,1998,17(1):4-28.
[12]Thaler R Toward.A Positive Theory of Consumer Choice[J].Journal of Economic Behavior&Organization,1980,1(1):39-60.
[13]Li Chen,A G Kok,Jordan D Tong.The Effect of Payment Schemes on Inventory Decisions:The Role of Mental Accounting[J].Management Science,2013,59(2):436-451.
[14]毕文杰,陈根宇,陈晓红.考虑消费者双通道心理账户和参照依赖的动态定价问题研究[J].中国管理科学,2015,23(7):142-151.
[2]Prasad,A K EStecke,X Y Zhao.Advance Selling by a Newsvendor Retailer[J].Production and Operations Management,2011,20(1):129-142.
[3]Zhao,Xuying,Kathryn E Stecke.Pre-Orders for New To-be-Released Products Considering Consumer Loss Aversion[J].Production and Operations Management 2010 19(2):198-215.
[4]Cho,S H,C S Tang.Advance Selling in a Supply Chain under Uncertain Supply andDemand[J].Man-ufacturing Service Operations Management,2013,15(2):305-319.
[5]Mei,W X,L Du,B Z Niu,J C Wang,J J Feng.The Effects of an Undisclosed Regular Price and a Positive Leadtime in a Presale Mechanism[J].European Journal of Operational Research.2016(250):1013-1025.
[6]白世贞,姜曼,徐娜.现售和预售集成模式下考虑消费者时间偏好的线上企业决策[J].软科学,2017,31(1):118-123.
[7]X Henry Wang,Chenhang Zeng.A Model of Advance Seling with Consumer Heterogeneity and Limited Ca-pacity[J].JEcon,2016,117:137-165.
[8]Man Yu,Hyun-Soo Ahn,Roman Kapuscinski.Rationing Capacity in Advance Selling to Signal Quality[J].Management Science,2015,61(3):560-577.
[9]Chung-Yuan Dye,Tsu-Pang Hsieh.Joint Pricing and Ordering Policy for an Advance Booking System with Partial Order Cancellations[J].Applied Mathematical Modelling,2013(37):3645-3659.
[10]Moutaz Khouja,Jing Zhou.Channel and Pricing Decisions in a Supply Chain with Advance Selling of Gift Cards[J].European Journal of Operational Research,2015(244):471-489.
[11]Prelec,D,G Loewenstein.The Red and the Black:Mental Accounting of Saving and Debts[J].Marketing Science,1998,17(1):4-28.
[12]Thaler R Toward.A Positive Theory of Consumer Choice[J].Journal of Economic Behavior&Organization,1980,1(1):39-60.
[13]Li Chen,A G Kok,Jordan D Tong.The Effect of Payment Schemes on Inventory Decisions:The Role of Mental Accounting[J].Management Science,2013,59(2):436-451.
[14]毕文杰,陈根宇,陈晓红.考虑消费者双通道心理账户和参照依赖的动态定价问题研究[J].中国管理科学,2015,23(7):142-151.