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中国管理科学

中国管理科学 ›› 2025, Vol. 33 ›› Issue (12): 318-327.doi: 10.16381/j.cnki.issn1003-207x.2022.1373cstr: 32146.14.j.cnki.issn1003-207x.2022.1373

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考虑贴现因子和预售期促销的销售策略选择问题

楼振凯1, 王治莹1, 张会敏2, 逄金辉3()   

  1. 1.安徽工业大学管理科学与工程学院，安徽 马鞍山 243032
    2.北京理工大学管理与经济学院，北京 100081
    3.北京理工大学计算机学院，北京 100081
  • 收稿日期:2022-06-27 修回日期:2022-11-23 出版日期:2025-12-25 发布日期:2025-12-25
  • 通讯作者: 逄金辉 E-mail:pangjinhui@bit.edu.cn
  • 基金资助:
    科技创新2030-“新一代人工智能”重大项目(2018AAA0101000);国家自然科学基金面上项目(72074002);安徽省自然科学基金项目(2308085QG232)

Selling Strategy Choices in the Presence of a Discount Factor and Sales Promotion at the Advance Period

Zhenkai Lou1, Zhiying Wang1, Huimin Zhang2, Jinhui Pang3()   

  1. 1.School of Management Science and Engineering，Anhui University of Technology，Maanshan 243032，China
    2.School of Management and Economics，Beijing Institute of Technology，Beijing 100081，China
    3.School of Computer Science & Technology，Beijing Institute of Technology，Beijing 100081，China
  • Received:2022-06-27 Revised:2022-11-23 Online:2025-12-25 Published:2025-12-25
  • Contact: Jinhui Pang E-mail:pangjinhui@bit.edu.cn

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摘要：

为了获取需求信息并提前回笼资金，越来越多的销售商采取了预售策略并在预售期进行促销。在此背景下，本文考察预售合理性和预售期促销的问题。为了比较不同销售期所获得的利润，基于销售商资金紧张程度定义了贴现因子。根据预售期是否进行促销，分两种情况进行讨论，并在这两种情况下分别考虑只预售、只现售和“预售+现售”三种销售策略。结果表明：（1）不进行预售期促销时，“预售+现售”策略总是最优的；（2）当销售商资金压力较小时，预售期促销下的“预售+现售”策略不可能是最优策略。数值算例分析了各关键参数的敏感性，并展示了销售商销售策略的变化规律和占优区域。

关键词: 预售, 定价策略, 贴现因子, 促销

Abstract:

In practice， the term advance sale mainly refers to a marketing practice in which the seller offers buyers opportunities to make purchases before the time of consumption. Advance sale endows a retailer with the opportunity for recovery cost and earning profit as soon as possible， and lowers the inventory risks. For a retailer with financial stress， one main target is to sell out her products early， which may be achieved by advance selling. From this perspective， a same amount of profit earned at the advance-selling period is of more value than that earned at the spot-selling period. In order to acquire demand information and recoup the cost， more and more retailers adopt the advance-selling strategy and make promotion at the advance-selling period. A discount factor is brought in in this research to measure profits earned at different periods. The protagonist of this paper is a retailer who arranges a two-period sale and respectively prices her produces at different periods. Sales prices of the two periods are declared once the advance-selling period begins， which implies the retailer is able to regulate and control the demand of each sale period by setting different prices. In order to counteract the shortcomings of future goods sold in the advance-selling period， sales promotion may be adopted at this period. According to whether to make promotion or not in the advance-selling period， the discussed topic is grouped into two categories， and examine six selling strategies. By analyzing the achieved results， the understanding is formalized and several propositions are shown. Some meaningful conclusions are drawn through these propositions： （a） it is shown that “advance sale + spot sale” is always optimal when sales promotion is not adopted； and （b） “advance sale + spot sale” mode under sales promotion made in the advance-selling period cannot be optimal when the strain level of the retailer’s finance is low. Numerical examples are designed to analyze the sensitivity of each crucial parameter and examine the change of a retailer’s selling strategy.

Key words: advance sale, pricing strategies, discount factor, sales promotion

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