Research On Retailer's Advance Selling And Clearance Selling In The Presence Of Strategic Consumer

With the rapid development in commodity economics,the production capacity of enterprise has greatly increased,and then the market began to shift from seller's market to buyer's market,which makes the consumer in trading activities more and more important.While in numerous sales mode of retailers,there exists a characteristic that the purchasing behavior takes place now or later,the utility for consumers is different.Therefore the intertemporal select behavior gradually enhances when consumers purchase goods,which is called consumer strategic behavior.Because of the importance of strategic behavior of consumers increasing,how to set the reasonable price,order quantity and develop appropriate marketing programs to relieve the problems that this change brings is research focus of supply chain.Firstly,we focus on advance selling and clearance selling based on consumers'strategic behavior.Summarizing and reviewing the research at home and abroad.Secondly,retailer's basic advance selling model is established to analyze the pricing and inventory strategy.The network externality effect consumer value is considered,we find the conditions to apply advance selling,and to analyze the variation of price and inventory strategy.Considering that order volume at advance selling stage can increase the demand at spot selling stage,thus to discuss retailers' quantitative advance selling problem,and an example is used for verifying the conclusion.Again,based on clearance selling model,discusses price difference compensation of the retailer and goods subsidies of the producer.Analyzing the contract of price difference compensation and clearance selling subsidies change member's profit.Comparing the decentralized and centralized supply chain systems get the condition of supply chain coordination.Finally,unifying the market demand of advance selling and clearance selling,comparing the pricing and inventory decision.Discussing the condition that retailers choose advance selling or advance selling,and through the numerical example to verify the conclusion.Studies has shown that the optimal pricing strategies for retailers,advance selling under network externalities is to offer discount,but there exists a condition that retailers choose limited or unlimited quantity to advance sell.When retailers use clearance selling,the price difference compensation don't alleviate the strategic consumers' waiting behavior completely,while clearance selling subsidies can increase the profit of retailers and producers and coordinate the supply chain.Comparative study of two ways of retailers,we find that advance selling enables retailers to effectively achieve price discrimination,and demand threshold makes retailers' advance selling order quantity and profit are higher than that of clearance selling.