Research On Automobile Pre-sale Strategy Under Consumers’ Time Sensitivity

In the 21st century,when the Internet is rapidly spreading,consumers have more and more channels to obtain information on new products,and there are more and more channels for companies to conduct propaganda and marketing.The pre-sale model is gradually entering the public’s sight with the rapid popularization of the Internet.The first to contact pre-sales are American airlines and hotels,followed by major e-commerce companies using the Internet for pre-sales,such as Jing dong,Tian mao and other platforms for the promotion of double-eleven events.As the pre-sale model has brought huge profits and marketing space to many e-commerce companies,auto companies in the physical industry have gradually adopted the presale model to promote and sell new products in recent years.This article first studies the total profit and optimal new product listing price of an automobile manufacturer when it does not adopt the pre-sale model when selling new products.Second,consider the two-stage sales that car manufacturers take when selling new products: the pre-sale period and the regular sales period.Regardless of whether the automaker adopts a pre-sale model,in the regular sales stage after the new product is officially launched,there will be a delay in delivery for consumers who purchase conventionally,which is determined by the attributes of the auto product.Based on the time sensitivity of the existence of consumers,and combined with the relevant theories of delayed delivery behavior,a consumer utility model and a manufacturer’s total profit function were established.The maximum profit function and the maximum profit obtained by the manufacturer are obtained through the maximized profit function.When the manufacturer adopts the pre-sale model,it is divided into two cases: one situation is that there is no delay in the delivery of consumers participating in the pre-sale;the other is that the delay in the delivery of consumers that participate in the pre-sale,but the delay The delivery time should be shorter than the delayed delivery time under regular sales,and the optimal pricing strategy and the maximum total profit for the new product launch of the manufacturer are obtained separately.The effect of conventional delayed delivery time on new product launch pricing,pre-sale production inventory,and total profit of manufacturers under the condition of no delay in delivery of consumers participating in pre-sale is studied through numerical analysis.The discount coefficient on the pricing and pre-sale of new products is discussed.The impact of sales production inventory.When manufacturers have delayed delivery behaviors to consumers participating in pre-sale,the impact of delayed delivery time of pre-sale on new product listing pricing and total profit of manufacturers is studied through numerical analysis.Finally,the comparison of the total profit of the manufacturer under different pre-sale delayed delivery times provides a theoretical basis for the manufacturer’s new product sales strategy.Because most of the background factors related to the pre-sale literature are mainly e-commerce companies,there are fewer theories on the pre-sale of auto manufacturers.However,automobiles have different attributes from general e-commerce products,especially in terms of new product delivery.Compared with general e-commerce products,they have longer delivery cycles.Therefore,when automakers adopt the pre-sale model,more delivery cycles need to be considered.Not a pre-sale cycle.The research in this article can not only enrich the relevant theories of auto pre-sale,but also provide some theoretical support for auto manufacturers when adopting strategies for selling new products.