Abstract: To encourage strategic consumers to buy the short-life-cycle products in advance,the joint strategy models of advance selling and buy-back were established respectively to analyze retailer's advance price,buy-back price and optimal order quantity decisions for conventional products and new products.In the pre-sale of conventional products,changes in consumers'consumption psychology were common returning reasons,at which the partial buy-back policy achieved the highest profit.In the advance selling of new products,consumers would return if the products did not meet their expectation,at which the buy-back policy was not beneficial to retailer because it would increase the demand uncertainty and ordering decision difficulty.

Key words: conventional products, new products, strategic consumers, advance selling, buy-back policy, jointpricing, ordering decision

摘要： 为了鼓励消费者选择预购短生命周期产品,针对常规产品和新产品两类产品分别构建了经销商预售回购联合策略模型,并对两类产品的预售价格、回购价格和产量优化决策进行了对比研究,得出以下结论:在常规产品的预售问题中,消费者自身消费心理的变化是常见的退货原因,此时折价回购可使零售商的利润最高;在新产品的预售问题中,消费者往往因产品不符合预期而退货,回购策略会提高需求的不确定性、增加订货决策的难度,此时回购对零售商不利。

关键词: 常规产品, 新产品, 策略型消费者, 预售, 回购策略, 联合定价, 订货决策