考虑消费者时间偏好的生鲜电商销售策略研究

Research on Fresh Food E-Commerce Sales Strategy Considering Consumer Time Preference

摘要: 考虑消费者时间偏好和产品的新鲜度损耗，结合生鲜电商的现货销售、预售以及混合销售的三种不同模式，构建生鲜电商的决策模型，分析时间偏好因子和新鲜度损耗系数对消费者购买决策的影响，并探讨不同情况下生鲜电商的最优销售策略。研究表明：1) 当产品的新鲜度损耗系数较小时，采取现货销售模式的生鲜电商可以获取更大利润；当产品的时间偏好因子较小时，最佳策略选择为预售策略。2) 新鲜度损耗系数和时间偏好因子不仅与最优现售价、最优预售价成负相关关系，与各销售模式下的最佳消费者需求和最优利润均成负相关关系。3) 库存成本和批发价格的上升会使得最优价格上升，而价格上升带来的利润上涨不足以弥补消费者流失带来的利润损失，因此，批发价和库存成本的上升总是对生鲜电商不利。

Abstract: Considering consumers time preference and product freshness loss, combined with three different models of spot sales, pre-sales and mixed sales of fresh food e-commerce, a decision-making model for fresh food e-commerce is constructed to analyze the impact of time preference factor and freshness loss coefficient on consumer purchase decision, and discuss the optimal sales strategy of fresh food e-commerce under different circumstances. The research shows that: 1) When the freshness loss coefficient of the product is small, the fresh electricity supplier adopting the spot sales model can obtain greater profits; When the time preference factor is small, the best strategy is the presale strategy. 2) Freshness loss coefficient and time preference factor are negatively correlated not only with the best cash price and the best presale price, but also with the best consumer demand and the best profit under each sales model. 3) The rise in inventory costs and wholesale prices will make the optimal price rise, and the rise in profits brought by the rise in prices is not enough to make up for the loss of profits caused by the loss of consumers, therefore, the rise in wholesale prices and inventory costs is always unfavorable to fresh electricity suppliers.