第28卷第1期2023年2月工业工程与管理IndustrialEngineeringandManagementVol.28No.1Feb.2023预售模式下考虑消费者后悔的零售商定价与订货研究官振中，何三明*，杜华峰（西南交通大学经济管理学院，四川成都610031）摘要:随着电子产品迭代速度的不断加快，零售商为抢占市场和缓解资金压力，开始广泛采用溢价预售模式。此模式下，当消费者预售期购买时，会产生高价后悔；当消费者现货期购买时，可能会产生缺货后悔。在考虑这两种后悔行为基础上，研究了零售商预售模式下的联合定价与订货决策问题。研究表明，在高价后悔敏感度与缺货敏感度相差较大时，零售商采用预售更优；当零售商采用预售时，对比动态定价策略和价格承诺策略发现，动态定价各阶段价格更低，订货量更高，利润则是价格承诺更优；当零售商采用预售且价格承诺策略时，消费者的高价后悔敏感度与缺货后悔敏感度较接近时，若忽略消费者的后悔行为，零售商将会面临较大的利润损失。关键词:预售；消费者后悔行为；定价；订货中图分类号:F274文献标识码:ARetailer'sPricingandOrderingDecisionsConsideringConsumers'RegretBehaviorUnderAdvanceSellingGUANZhenzhong，HESanming*，DUHuafeng（SchoolofEconomicsandManagement，SouthwestJiaotongUniversity，Chengdu，Sichuan610031，China）Abstract:Astheiterativespeedofelectronicproductscontinuestoaccelerate，retailershavebeguntowidelyadoptapremiumadvancesellingmodeinordertoseizethemarketandeasefinancialpressure.Inthismode，whenconsumersbuyintheadvancesellingperiod，theywillregretthehighprice.Whenconsumersbuyproductsduringthespot，theymayregretthestockout.Consideringthesetworegretbehaviors，thejointpricingandorderingdecision-makingproblemsundertheretailer'sadvancesellingmodewerestudied.Theresearchshowsthatwhenthesensitivityofhighpriceregretandthesensitivityofout-of-stockarequitedifferent，itisbetterforretailerstoadoptadvanceselling.Whenretailersadoptadvanceselling，comparingthedynamicpricingstrategywithpricecommitmentstrategy，itisfoundthatthedynamicpricingstrategyateachstagehaslowerprice，higherorderquantity，andpoorerprofitthanpricecommitmentstrategy.Whenretailersadoptadvancesellingandpricecommitmentstrategy，consumers'highpriceregretsensitivityisclo...
