选择创新产品的售前模式,考虑道偏好和估值差异
Manman Jiang1, Liping Qin1, Wenjin Zuo1
1Shanghai University of Finance and Economics Zhejiang College, Jinhua, China.
PloS one
|March 28, 2024
概括
创新产品的销售前策略与非销售前策略相比,可以提高企业的利. 零售商预售模式优化了供应链整体利,而制造商预售模式在道偏好略有不同时有利于制造商.
科学领域:
- 商业战略 商业战略
- 运营研究 运营研究
- 营销 营销 营销 营销 营销 营销
背景情况:
- 企业越来越多地使用预售来减轻财务风险,并使供应与新产品需求保持一致.
- 调查预售模式对于优化产品推出和供应链效率至关重要.
研究的目的:
- 分析和比较三种预售模式:无预售,制造商预售和零售商预售创新产品.
- 评估消费者购买行为,并优化不同预售实体下的预售策略.
主要方法:
- 利用Hotelling模型分析道偏好和两阶段竞争中的估值差异.
- 开发了一个游戏优化模型来研究各种预售实体下创新产品的预售决策.
主要成果:
- 销售前方法通常会增加企业的利,而不是非销售前方法.
- 零售商预售模式产生最佳的整体供应链利.
- 当道偏好差异很小时,制造商预售模型会最大限度地提高制造商的利.
结论:
- 售前策略显著影响产品销售和供应链利.
- 选择最佳预售模式取决于诸如道偏好和估值折扣等因素.
- 制造商可以调整定价策略,以鼓励预售采用并提高市场竞争力.
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