本文選題：預(yù)售 + 商品定價(jià)��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：電子商務(wù)改變了人們消費(fèi)觀念和消費(fèi)方式,許多服裝、圖書和電子產(chǎn)品的新品發(fā)售都借助預(yù)售和正常銷售兩種銷售模式。預(yù)售與正常銷售集成不僅能滿足不同類型消費(fèi)者需求而且能夠及時(shí)獲得市場(chǎng)反饋并預(yù)測(cè)更新正常銷售期需求量。市場(chǎng)環(huán)境競(jìng)爭(zhēng)激烈,網(wǎng)上商品良莠不齊、信息渲染、圖片失真等問(wèn)題致使退貨現(xiàn)象劇增。采取無(wú)限寬松退貨策略會(huì)加大B2C企業(yè)退貨成本;而嚴(yán)苛退貨策略則會(huì)影響消費(fèi)者購(gòu)買意愿。分析退款與退貨費(fèi)用分擔(dān)的退貨組合策略對(duì)商品定價(jià)和B2C企業(yè)利潤(rùn)最大化的影響,已成為集成模式下B2C企業(yè)經(jīng)營(yíng)決策的重要問(wèn)題。本文研究預(yù)售與正常銷售集成環(huán)境中消費(fèi)者行為,僅考慮從顧客到B2C企業(yè)預(yù)售階段商品退貨。分析影響消費(fèi)者購(gòu)買和退貨的可控制因素和流程圖,以消費(fèi)者效用大于零為原則構(gòu)建銷售價(jià)格函數(shù),求解最優(yōu)商品定價(jià)。利用Matlab仿真消費(fèi)者類型比例、退貨組合和退貨期限對(duì)銷售價(jià)格影響趨勢(shì),為商品銷售價(jià)格的制定提供參考價(jià)值。文章進(jìn)一步研究需求和退貨函數(shù),以B2C企業(yè)利潤(rùn)最大化為目標(biāo)函數(shù)構(gòu)建數(shù)學(xué)模型,得出期望利潤(rùn)是關(guān)于預(yù)售折扣和退貨組合的聯(lián)合凸函數(shù),證明預(yù)售折扣和退貨組合的唯一性,并仿真退貨組合變量與利潤(rùn)的關(guān)系。研究結(jié)果發(fā)現(xiàn)商品定價(jià)受消費(fèi)者類型影響顯著,關(guān)注預(yù)售商品的消費(fèi)者越多,商品價(jià)格制定就應(yīng)該越高;同時(shí)退貨策略與銷售價(jià)格成顯著正相關(guān):退款額度越多商品銷售價(jià)格越高;企業(yè)分擔(dān)退貨費(fèi)用越多商品銷售價(jià)格越高;退貨期限越長(zhǎng),商品銷售價(jià)格也越高。通過(guò)分析退款和分擔(dān)退貨費(fèi)用的退貨組合模型對(duì)利潤(rùn)影響,歸納得到企業(yè)應(yīng)該采取不同退貨組合策略:對(duì)于低價(jià)商品要控制企業(yè)分擔(dān)費(fèi)用,采取寬松退款策略;對(duì)于高價(jià)商品則控制企業(yè)退款提高分擔(dān)退貨費(fèi)用比例的策略;對(duì)于中間價(jià)格商品需根據(jù)市場(chǎng)退款和退貨費(fèi)用偏好合理調(diào)整退貨組合策略。
[Abstract]:E-commerce has changed people's consumption ideas and ways. Many new items of clothing, books and electronic products are sold through pre-sale and normal sales. The integration of presale and normal sales can not only meet the needs of different types of consumers, but also obtain market feedback in time and forecast and update the demand in normal sales period. The market environment competition is fierce, the good and bad goods on the net are intermingled, the information rendering, the picture distortion and so on the question causes the return goods phenomenon to increase dramatically. Adopting unlimited and loose return strategy will increase the return cost of B2C enterprises, while strict return strategy will affect consumers' willingness to buy. It has become an important issue for B2C enterprises to analyze the impact of return combination strategy of refund and cost sharing on commodity pricing and profit maximization of B2C enterprises. In this paper, we study the behavior of consumers in the integrated environment of pre-sale and normal sales, and only consider the return of goods from customers to B2C enterprises. This paper analyzes the controllable factors and flow charts that affect the consumers' purchase and return, and constructs the sales price function based on the principle that the consumer's utility is greater than zero, and solves the optimal commodity pricing. By using Matlab to simulate the influence trend of the proportion of consumer type, the return combination and the return period on the sales price, it provides the reference value for the formulation of the commodity sale price. This paper further studies the demand and return function, constructs the mathematical model with the objective function of maximizing the profit of the B2C enterprise, and obtains that the expected profit is a joint convex function about the combination of pre-sale discount and return, and proves the uniqueness of the combination of pre-sale discount and return. The relationship between return combination variable and profit is simulated. The results show that commodity pricing is significantly affected by the types of consumers, the more consumers pay attention to pre-sold goods, the higher the commodity price should be. At the same time, the return strategy has a significant positive correlation with the sales price: the more the refund amount, the higher the sales price; the higher the sales price is, the higher the sales price is; the longer the return period is, the higher the selling price is. By analyzing the impact of the return combination model of refund and cost sharing on the profit, the paper concludes that the enterprises should adopt different return combination strategies: to control the cost sharing of the enterprises for the low price commodities, to adopt the loose refund strategy; For the high price goods, the strategy of controlling the enterprises' refunds to increase the proportion of the cost of returning goods, while for the intermediate price commodities, the return combination strategy should be adjusted reasonably according to the market refund and the return cost preference.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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