Advance-selling strategies under platform competition

IF 2 4区管理学 Q3 BUSINESS

Australian Journal of Management Pub Date : 2024-08-07 DOI:10.1177/03128962241265407

Zhi-jian Zhang, Chao-hao Li, Guang-quan Li, Ya-di Zhou, Mi-yu Wan

引用次数: 0

Abstract

With the competition between e-commerce platforms intensifying, advance-selling has gradually become a mainstream marketing strategy. This article establishes a mathematical model of competition between two platforms and retailers, considering four scenarios: spot-sale only, advance-selling only, spot-sale with coupons, advance-selling with coupons. The study explores the impact mechanism of platform competition on advance-selling strategies. The results show that when the advantage of product evaluation is large, the unit transaction cost is small or the product cost is low, the retailers should actively adopt the advance-selling scheme with discount pricing. Compared with low-value products, high-value products are priced higher and have greater demand, which can bring higher revenue to the retailers and the platforms. The benefits of the advance-selling scheme are limited, but the issuance of coupons could increase the revenue of both platforms and retailers, and the value of platform coupons in the spot-sale market is higher.JEL Classification: L81, C79

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平台竞争下的预售战略

随着电商平台之间竞争的加剧，预售逐渐成为一种主流营销策略。本文建立了两个平台和零售商之间竞争的数学模型，考虑了四种情况：仅现货销售、仅预售、现货销售加优惠券、预售加优惠券。研究探讨了平台竞争对预售策略的影响机制。结果表明，当产品评价优势大、单位交易成本小或产品成本低时，零售商应积极采用折扣定价的预售方案。与低价值产品相比，高价值产品价格更高、需求量更大，可以为零售商和平台带来更高的收益。预售计划的收益有限，但发放优惠券可以增加平台和零售商的收入，而且平台优惠券在现货销售市场的价值更高：L81, C79

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australian Journal of Management Multiple-

CiteScore

10.60

自引率

4.20%

发文量

期刊介绍： The objectives of the Australian Journal of Management are to encourage and publish research in the field of management. The terms management and research are both broadly defined. The former includes the management of firms, groups, industries, regulatory bodies, government, and other institutions. The latter encompasses both discipline- and problem-based research. Consistent with the policy, the Australian Journal of Management publishes research in accounting, applied economics, finance, industrial relations, political science, psychology, statistics, and other disciplines, provided the application is to management, as well as research in areas such as marketing, corporate strategy, operations management, organisation development, decision analysis, and other problem-focuses paradigms.