基于策略顾客和网络外部性的零售商预售

摘要

为了探讨零售商预售折扣和预售量对其收益的影响,构建了基于顾客策略行为和网络外部性的需求函数. 通过比较静态分析,得到零售商的最优订货量和进行预售的条件. 同时指出最佳的预售量依赖于市场的实际需求.在此基础上,通过数值算例分析了网络外部性对零售商预售折扣、预售条件和预售量的影响,结果表明,当网络外部性高于0.3时,零售商开始实施预售策略,当网络外部性高于0.6时,预售折扣将减小,同时零售商收益将提高. 所得结果为零售商的销售策略提供了参考.%To analyze the effects of advance selling discount and advance selling quantity, the demand function was found based on the customers′strategic behavior and the network externality.The optimal ad-vance selling quantity and advance selling condition were determined by a comparative static analysis.And the results show that the optimal advance selling quantity was affected by the market demand.Further-more, the numerical analysis was used for describing the effects of the network externality on retailer′s ad-vance selling discount, advance selling condition and advance selling quantity.The results show that, while the factor of network externality was higher than 0 .3 , the advance selling strategy benefited the re-tailer, and while the factor was higher than 0.6, the advance selling discount would decrease and the fac-tor and the profit of retailer would increase.All the conclusions can be reference for the retailer′selling strategies.