Research On Supply Chain Sales Strategy Of Seasonal Products Considering Sales Opportunity

Seasonal products possess the characteristic of low surplus value and large demand uncertainty.And in order to reduce the loss of demand uncertainty as much as possible,the retailer usually adopts the advance selling strategy.However,a long advance selling time will delay the retailer’s order time and thus shorten the manufacturer’s production time.So it is worthy to study what action manufacturer can take to affect retailer’s advance selling behavior in order to get enough production time and increase the benefit of the whole supply chain.This paper proposes that manufacturer can adopt the wholesale pricing strategy and the quality disclosure strategy to influence the retailer’s advance selling behavior.And models are established under these two strategies respectively,to explore manufacturer’s optimal choice under different quality disclosure costs in order to get enough production time and maximize the profit.The main conclusions of the paper are as follows: When the quality disclosure cost is less than some threshold level,manufacturer will choose quality disclosure strategy to get enough production time and more profit.Conversely,the wholesale pricing strategy is more favorable.Numerical analysis shows that knowing when to stop advance selling will not only ensure the retailer more profits but also keep a balance between sales time and production time.What’s more,the quality disclosure strategy is always beneficial to retailer as long as the quality disclosure cost is not very high.And the profit gap between disclosure and non-disclosure strategy decreases with the demand sensitivity to price increasing.