CAJ | 학술논문

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。
위료탐토령수상예수절구화예수량대기수익적영향,구건료기우고객책략행위화망락외부성적수구함수。통과비교정태분석,득도령수상적최우정화량화진행예수적조건。동시지출최가적예수량의뢰우시장적실제수구。재차기출상,통과수치산례분석료망락외부성대령수상예수절구、예수조건화예수량적영향,결과표명,당망락외부성고우0.3시,령수상개시실시예수책략,당망락외부성고우0.6시,예수절구장감소,동시령수상수익장제고。소득결과위령수상적소수책략제공료삼고。
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.