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
- 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/).
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 - 10.2991/hsmet-18.2018.10 ID - Yang2018/06 ER -