Abstract: Online booking has become the new measure and model to launch the new products for enterprise under the “Internet Plus” new retail.The deposit plus tail model of the new product online pre-sale was researched and the retailer's pricing policy was considered under the buyout contract between retailer and supplier.Based on the limited supply information,the new product features was characterized and the retailer robust pricing was established.The research not only found the impact of new product supply uncertainty on robustness of online pre-sale pricing,but also revealed the influence of deposit plus retainage payment structure on online pre-sale.

Key words: online booking, robust pricing policy, new product, buyout contract

摘要： “互联网+”新零售下,网络预售已经成为企业推出新产品的新举措、新模式。研究新产品网上预售的“定金+尾款”模式,考虑零售商买断供应商货源的供应链契约结构下的零售定价问题。在利用有限供应信息刻画新产品特征的基础上,建立了零售商鲁棒定价模型,研究不仅发现了新产品供应不确定性对网络预售定价问题带来的鲁棒行为冲击,也揭示出“定金+尾款”的预售支付结构对网络预售所带的运作影响。

关键词: 网络预售, 鲁棒定价, 新产品, 买断契约