Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018)

Research on Retailer’s Advance Selling Strategy Considering the Influence of Advertising on Demand

Authors
Lijun Yang, Huimin Li
Corresponding Author
Lijun Yang
Available Online June 2018.
DOI
https://doi.org/10.2991/hsmet-18.2018.10How to use a DOI?
Keywords
Advance selling strategy; Advertising; Demand; Retailer; Strategic consumer
Abstract

Based on considering the impact of advertising on demand, this paper constructs advance selling model to explore the retailer's strategy and gives the optimal decision under the relevant conditions. The research shows that under the influence of advertising on demand, retailers are more willing to pre-sale sale at discount when the number of strategic consumers is higher in the market. The specific scope of advance selling strategy and expected profit is determined by the correlation coefficient of advertising.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
June 2018
ISBN
978-94-6252-537-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/hsmet-18.2018.10How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Lijun Yang
AU  - Huimin Li
PY  - 2018/06
DA  - 2018/06
TI  - Research on Retailer’s Advance Selling Strategy Considering the Influence of Advertising on Demand
BT  - Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018)
PB  - Atlantis Press
SP  - 38
EP  - 42
SN  - 2352-5398
UR  - https://doi.org/10.2991/hsmet-18.2018.10
DO  - https://doi.org/10.2991/hsmet-18.2018.10
ID  - Yang2018/06
ER  -