Research On Retailer's Optimal Sales Strategy Considering Advanve Selling Time And Scale

With the rapid development of the Internet economy,the competition in the market has become fiercer and fiercer,and consumer shopping behavior has gradually become rational.A C2B model with consumers as the core has emerged.The pre-sale model is a typical representative of the C2B model.Under the discount pre-sale model,consumers can purchase at a lower discount price and obtain higher product utility.Retailers can predict market demand information through the pre-sale model,rationally arrange production plans and inventory plans,and reduce production costs and inventory costs.At the same time,the pre-sale model splits the traditional sales stage into two stages,which can take advantage of the diffusion effect in the market and the advertising effect of the pre-sale period to bring a positive impact on the market demand.The existing pre-sale model can be mainly divided into the following two categories:a limited-time pre-sale model that limits the time of the pre-sale,and a pre-sale group-purchase model that limits the scale of the pre-sale.In different modes,the decision-making factors that affect consumers are different.In this paper,based on the consumer ' s behavioral decision-making influencing factors,the optimal decision-making of retailers for these two pre-sale modes is studied,and the two modes of retailers in different situations are discussed.s Choice.First of all,this paper establishes a market demand model and a retailer revenue model for the limited-time pre-sale model under the consideration of consumers'purchasing influence factors and market diffusion effects under the limited-time pre-sale model.Solve.The retailer's optimal discount coefficient and optimal pre-sale duration are obtained respectively.According to the result of the solution,the influence of different factors on the retailer's optimal decision-making,maximum sales,and maximum revenue is analyzed.Then,based on the influencing factors of the limit pre-sale group buying strategy and the market diffusion effect,this paper establishes a market demand model and a retailer revenue model under the two conditions of unsuccessful group purchase and successful group purchase when the retailer adopts the limit pre-sale group buying strategy.The model is solved,and the optimal decision results in two cases are obtained,and the sensitivity analysis of the retailer's optimal decision is carried out.Finally,the effect of unit group purchase effort cost and consumer demand transfer rate on retailers is verified through numerical experiments.Finally,based on the conclusions obtained earlier,a comparative analysis of the discount coefficients,maximum obtainable benefits,and diffusion effects on the decision-making under the two strategies of retailers.When the consumer's demand transfer rate and the benefit-cost ratio per unit time satisfy different relationships,the retailer's optimal decision is different in different diffusion effect coefficient intervals.