| The popularity of online shopping and consumers’ demand for diversified consumption make e-commerce platforms the main channels for pre-sale.Due to the rapid development of the Internet,pre-sale has gradually spread from the traditional industry to the e-commerce industry,and has developed into a mature mechanism widely accepted and adopted by retailers and consumers.On the basis of advance selling,a variety of marketing strategies grow,such as freebies,deposit deduction and coupon.Faced with the prominent problem of commodity homogenization and consumers’ higher requirements,the single marketing strategy and the mature pre-sale mechanism can no longer satisfy the business.In order to stand out in the fierce competition and gain more advantages,use pre-sale with compound marketing strategy has become a new direction for businesses.In this context,this paper focuses on pricing strategy in advance selling with trial and coupon,and includes several aspects:(1)the optimal pricing and profit in each stage of the model;(2)Effects of parameters related to trial and coupon strategy on price,profits and payment probability at each stage;(3)Compared with the pricing strategy without trial and coupon,the advantages and differences of the model with trial and coupon.Based on this,based on utility theory and combined with actual commercial application,this paper innovatively combines advance selling,trial and coupon to build two models for retailers on e-commerce platform when facing strategic consumers,about whether to consider trial coupon.In the analysis,this paper analyzed the pricing strategy and profit change in each stage when retailers selling new products on the e-commerce platform,and explored the influence process of trial price,coupon,trial quality,deposit and trial utility on pre-sale price,balance payment and retailers’ profit.When adopting the trial and coupon,the research shows that: Firstly,there is a unique optimal sales price in the sales stage to maximize the sales profit.In the pre-sale stage,the change of the optimal price will vary with the trial price,the trial package quality and the coupon.The higher the unit value and trial unit price of the trial are,the higher the additional utility will be brought to consumers,which is conducive to improving consumers’ valuation and consumers’ willing to accept a higher price.Therefore,the trial of high-value products usually use a small amount with low price.The cost of the coupon can be included in the higher price.Second,the payment probability will be affected by the trial and coupon strategy,of which the payment probability is a strict convex function about the trial quality.Third,the profit in the pre-sale period is an increasing function of the coupon,which needs to be limited to a certain range to meet the reality.The influence of trial price on pre-sale profit is different under different conditions.Fourthly,from the comparison of two models,the sales price is same,but the difference is the deposit range and the profit.Under the trial and coupon strategy,the setting of the deposit will be more strict,and the profit will increase due to the increase of consumers in the sales period.The pre-sale price with strategy is always higher than that without strategy.Based on the pre-sale price without strategy,the optimal pre-sale price with strategy can be further determined.The probability of final payment with trial and coupon and is not always higher than the probability of final payment without them.In short,compared with the mode without trial and coupon,the strategy of trial and coupon in the pre-sale of new product has obvious advantages.Therefore,retailers can gain more profits and consumers will get better consumption experience.The compound marketing strategy represented by trial and coupon fully reflects that the effective combination may bring new opportunities for merchants and help them gain more profits and competitive advantages in the increasingly fierce competition. |
