考虑参照价格效应及异质性消费者的预售决策

参照价格效应对消费者的购买行为产生显著的影响,将其纳入零售商的预售决策中,并考虑消费者对参照价格效应偏好的异质性,给出了最优预售和定价策略.研究结果表明,零售商的产能和消费者群体的结构决定了不预售,折扣预售和溢价预售的最优可行域;且参照价格效应的变化影响零售商跨期价格歧视的弹性,预售策略的利润以及各销售策略的可行域.由此,零售商应正视该消费群体的诉求,根据不同可行域和自身产能情况制定科学的决策以获得最佳收益.

Advance selling with reference price effect and consumer heterogeneity

The reference effect has a significant impact on consumers' purchasing behavior. By considering the effect and consumer heterogeneity, this paper studies advance selling and pricing decision of a monopolistic retailer and offers the optimal strategies. The results show that the optimal feasible regions of non-advance selling, discounted advance selling and premium advance selling strategies are determined by the retailer's capacity and consumers' structure. Moreover, the elasticity of intertemporal price discrimination, the profit of advance selling and the feasible regions of the above strategies change with the variation of reference price effect. Therefore, the retailer should face up to the demands of consumers with the reference price preference in order to get the best return.