Author(s)

Yunfu Huo, Yun Gao

Corresponding Author

Yunfu Huo

Abstract

This paper studies how retailers use quantitative methods to measure the value of strategic consumers' product value in the new product advance selling stage, and use the way of paying value-added deposits to obtain the retailer's optimal advance selling strategy, the largest advance selling profits of retail retailers. Based on the existing research results, the consumer's perceived value is introduced, a two-stage advance selling model of deposit value-added method is established, the optimal decision of the retailer's optimal advance selling price, deposit and value-added coefficient is given, and the consumer's perceived value is discussed. The impact of the optimal price and profit of the advance selling of deposit appreciation. Numerical experiments show that the retailer's profit during the advance selling period is positively correlated with the consumer's highest valuation, and when the consumer's perceived value of the product decreases, the retailer can reduce the consumer's delayed purchase behavior by increasing the deposit appreciation value to ensure retail Business profits.

Keywords

Advance Selling; Strategic Consumers; Customer Perceived Value; Deposit Appreciation