摘要
电商平台“双十一”预售成交额持续刷新的背后却涌现出诸如选购时间仓促、配送时间过长和降价商品低质等问题。为进一步提升消费者在预售活动中的参与度和下单量,以消费者预售参与时间和预售价格为决策变量构建消费者偏好模型,并以此为基础结合消费者的问题导向分析电商平台的预售策略选择。研究表明,电商平台可以通过加大预售期间消费者的参与时间和适度缩减预售与现售之间的价格差,促使消费者参与预售活动并进行下单,为电商平台制定更加科学合理的预售策略提供理论依据。
In recent years,the e-commerce platform"Double Eleven"pre-sale turnover continues to refresh year after year.However,behind the high turnover,various problems have emerged,such as consumers complaining about the rushed shopping time,long delivery time and quality of reduced-price goods.If e-commerce platforms want to continue to increase consumer participation and order volume in pre-sale activities in the future,they must adjust their pre-sale strategies to fully consider the consumer feedback.This paper constructs a consumer preference model by using consumers'pre-sale participation time and pre-sale price as decision variables,and uses them as the basis for analyzing the pre-sale strategy choices of e-commerce platforms in conjunction with consumers'problem orientation.The study shows that e-commerce platforms can encourage consumers to participate in pre-sale activities and place orders by increasing the participation time during presale and moderately reducing the price difference between pre-sale and current sale,which provides a theoretical basis for e-commerce platforms to develop a more scientific and reasonable pre-sale strategy in the future.
作者
金长宏
王康
JIN Changhong;WANG Kang(School of Economics and Management,Anhui Jianzhu University,Hefei 230022,China)
出处
《湖南工程学院学报（社会科学版）》
2022年第3期11-15,共5页
Journal of Hunan Institute of Engineering(Social Science Edition)
关键词
电商平台
消费者偏好
动态博弈
预售策略
e-commerce platform
consumer preference
dynamic game
pre-sale strategy
作者简介
金长宏(1964—),男,博士,教授,硕士研究生导师,研究方向:工程管理、房地产投融资、房地产估价、房地产项目风险管理、技术经济等。
