Advance Selling Strategy Of Enterprises Considering Delayed Delivery

When enterprises advance selling new goods,it may fail to deliver the advance selling order on the agreed date due to shortage of goods.This will undoubtedly make consumers have waiting costs,reduce the expected utility of consumers to the goods,damage the interests of consumers,thus affecting consumers’ booking of goods.Such as LeEco and MEIZU delayed delivery due to capacity problems when they advance selling new products,which caused dissatisfaction of the consumers,which in turn affected the subsequent advance selling of goods.This paper studies the advance selling problem of enterprises considering delayed delivery.First of all,this paper studies whether enterprises can get higher profits when they don’t implement the advance selling strategy in the case of delayed delivery.The results show that When the probability of on-time delivery is greater than a certain threshold,it is a better choice for enterprises to implement advance selling strategy;and when the probability of on-time delivery is less than a certain threshold,enterprises should not continue to implement the advance selling strategy.In addition,if enterprises adopts the strategy of compensation for delayed delivery of advance selling orders when implementing the advance selling strategy,or provides full refund service for the consumers suffering from delayed delivery,it is a kind of benefit guarantee for consumers,which may increase the possibility of consumers’ booking,thus increasing the profits of enterprises.Therefore,this paper further analyzes the above advance selling strategies that provide the guarantee of delayed delivery and the general advance selling strategy,and constructs the profit model of these advance selling strategies,in order to get a better advance selling strategy for enterprises.The results show that there are no obvious advantages and disadvantages of these three advance selling strategies.Enterprises need to choose advance selling strategies according to the different sales environment.At the same time,the study found that enterprises can gain higher sales profit by exaggerating the possibility of on-time delivery of the ordered goods.However,the improvement of the actual possibility of on-time delivery is the better direction for enterprises to strive.Finally,in conjunction with the sales situation of M enterprise,this paper will consider each advance selling strategy of delaying delivery and the non-implementation of advance selling strategies in the sales of goods of M enterprise,in order to more clearly explain the research conclusions of this paper and help enterprise quantitative cognitively consider the benefits of optimal strategy in case of delayed delivery.This paper studies the advance selling problem in the case of considering the delayed delivery,and obtains the conditions for enterprises to implement the advance selling strategy in the case of delayed delivery and the advance selling strategy they should adopt,which provides the decision-making basis for enterprises with the delayed delivery of advance selling,and can help them survive and develop better in the increasingly fierce retail market.