Abstract:The advance-selling mode has prolonged the overall sales duration of products, which brings new problems to the decision-making of product ordering time for e-commerce platforms. In order to study and compare the product deposit, product price and e-commerce platform profit under the influence of two kinds of ordering time strategies, a two-stage leader-follower game model is established to analyze the influence of deposit sensitivity, balance sensitivity and manufacturing cost on ordering time selection and product deposit decision. The results show that the consumer’s sensitivity to the product deposit and the product balance will affect the wholesale price of the products in the delayed order model, while the wholesale price in the early order model is only affected by the sensitivity of the product deposit. Compared with the early order model, the delayed order model can be applied to consumers with more stringent product price sensitivity. The E-commerce platform’s advance-selling coupon/deposit strategy depends on the consumers’ sensitivity to the product balance.
李春发, 艾宇芬, 崔鑫. 预售模式下电商平台订货时间与定金决策研究[J]. 复杂系统与复杂性科学, 2024, 21(2): 112-119.
LI Chunfa, AI Yufen, CUI Xin. Ordering Time and Deposit Decision of E-commerce Platform Under Advance-selling Model[J]. Complex Systems and Complexity Science, 2024, 21(2): 112-119.
[1]李昂. 零售&化妆品行业周报:618线上大促本周已开始预售活动,推荐关注经营积极的品牌商与平台渠道商[EB/OL]. (20 21-06-01)[2022-05-10].https://www.djyanbao.com/preview/2520882. [2]王夏阳,江彤,周家鑫. 定金预售模式下的电商线上促销及送货策略研究[J]. 当代经济管理,2022,44(4): 16-24. WANG X Y, JIANG T,ZHOU J X. Research on the promotion and delivery strategies of e-commerce companies under pre-sell system[J].Contemporary Economy & Management, 2022, 44(4): 16-24. [3]徐琪,董琦. 折价与定金膨胀预售下零售商订购量和预售价决策[J]. 系统工程理论与实践,2021,41(10): 2524-2534. XU Q, DONG Q. Order quantity and pre-sale price decision with advance selling under discount and deposit inflation modes[J].System Engineering Theory and Practice, 2021 41(10): 2524-2534. [4]WEI M M, ZHANG F. Advance selling to strategic consumers: preorder contingent production strategy with advance selling target [J]. Prod Oper Manag, 2018, 27(7): 1221-1235. [5]MA S, LI G, SETHI S P. et al. Advance selling in the presence of market power and risk-averse consumers[J]. Decision Sci, 2019, 50(1): 142-169. [6]汪旭晖,陈鑫.基于平台型电商企业声誉和从众效应的预售定价策略[J].管理工程学报,2021,35(1): 126-141. WANG X H, CHEN X. Pre-sale pricing strategies based on the reputation of an e-commerce platform enterprise and herd effect[J]. Journal of Industrial Engineering and Engineering Management, 2021, 35(1): 126-141. [7]ZHANG W, HE Y. Optimal advance selling discount strategy with future-oriented consumers[J]. Manag Deci Econom, 2020, 41(3): 308-320. [8]CHENG Y, LI H, THORSTENSON A. Advance selling with double marketing efforts in a newsvendor framework[J]. Comput & Ind Eng, 2018, 118: 352-365. [9]王大飞,张旭梅,掌曙光,等. 考虑消费者策略行为的产品服务供应链动态定价与服务质量决策[J]. 管理评论,2022,34(1): 155-167. WANG D F, ZHANG X M, ZHANG S G, et al. Dynamic pricing and service quality decision of product service supply chain considering consumer’s strategic behavior[J]. Business Review, 2022, 34(1): 155-167. [10] 王璐,王丹,王雪青. 考虑两期质量的交通运输PPP项目补贴和定价研究[J]. 管理工程学报,2021,35(5): 173-183. WANG L, WANG D, WANG X Q. Subsidizing and pricing PPP transportation projects based on two-period quality[J]. Journal of Industrial Engineering and Engineering Management, 2021, 35(5): 173-183. [11] SAWIK T. Two-period vs. Multi-period model for supply chain disruption management[J]. Int J Prod Res, 2018, 57(14): 4502-4518. [12] NIELSEN I E, MAJUMDER S, SANA S S, et al. Comparative analysis of government incentives and game structures on single and two-period green supply chain[J]. J Clean Prod, 2019, 235: 1371-1398. [13] DRY, SAHA S. Influence of procurement decisions in two-period green supply chain[J]. J Clean Prod, 2018, 190: 388-402. [14] 曹晓宁,刘晓冰. 权力结构影响下考虑预售的双渠道供应链决策研究[J]. 运筹与管理,2021,30(9): 93-99. CAO X N, LIU X B. Research on the decision-making of dual-channel supply chain considering advance selling under different power structures[J]. Operations Research and Management Science, 2021, 30(9): 93-99. [15] 周雄伟,李娟,周艳菊. 基于消费者时间偏好的预售时间策略研究[J]. 系统工程学报,2021,36(4): 539-551. ZHOU X W, LI J, ZHOU Y J. Time strategy of advance selling based on consumer time preference[J]. Journal of Systems Engineering, 2021, 36(4): 539-551.