Research On Pre-sale Strategy Of Oligopolistic Dealers Considering Product Substitution

In the increasingly competitive market environment,how to improve business methods to maximize their own profits is the goal pursued by each dealer.At the present stage,there are various pricing methods for products on the market,and pre-sale is a business strategy widely used by a wide range of distributors.Due to the complexity of market players,consumer demand has greater uncertainty.Dealers can't accurately grasp the needs of consumers,the order of products will lack a certain basis,when the amount of distributor products ordered is greater than the total demand of the market,it will cause waste of resources or increase costs,especially for products with perishable goods,the situation is more serious.On the contrary,when the order quantity is less than the total consumer demand,the consumer's demand is not satisfied and may result in the loss of customers.The use of pre-sales business strategies by dealers not only helps dealers to lock in a portion of consumers in advance,but also pre-purchase the number of products in the early stage to predict the demand for the entire sales process,thereby reducing the uncertainty of demand.On the basis of combing relevant literature,this paper uses the idea of revenue management to analyze the strategic consumers in the market,Through the establishment of a newsboy model to solve,it is concluded that when a single dealer sells two kinds of alternative perishable products in the oligopoly market,the influence of each influencing factor on the dealer's profits changes when the normal sales and the pre-sale method are used for sales.In order to provide the basis for dealers to make optimal decisions.Research shows that the higher the substitution of the perishable goods sold by dealers at the same time,the more profitable the increase in total profits.When adopting a pre-sale sales strategy,the pre-sale discount for products that are in the market follower position should be relatively stable,while reducing the pre-sale discounts for products that are market leaders.Distributors choose to sell their products as much as possible,and choose products that are less risk-averse to consumers and relatively stable in product evaluation,so as to increase total revenue.Through further numerical analysis,the above relevant conclusions were verified.