网上预售已经成为企业推出新产品主要方式之一,文章研究新产品网上预售模式下企业联合定价订货策略问题.通过梳理典型企业的新产品网上预售流程和新产品高度不确定的需求特征,建立了基于鲁棒决策行为下新产品``定金+尾款"网上预售模式的联合定价和订货优化模型.研究不仅发现了``定金+尾款"模式下鲁棒联合定价订货策略的理论结论与有效性,同时意外地发现了企业收益和消费者优惠在联合策略下Pareto改进的可能性.

Online booking has become one of the main ways to launch new products. In this paper, We study the joint pricing and ordering strategy based on the online booking mode of new product. By analyzing the typical enterprise pre-sale process of new products and those demand characteristics of highly uncertain, based on robust decision-making behavior, we established a ``deposit plus tail" pre-sale mode of new product to make joint pricing and ordering optimization. The research not only finds the theory conclusion of ``deposit plus tail" robust joint pricing and ordering strategy and it's effectiveness, but also accidentally discoveres the possibility of the Pareto improvement for the corporate earning and consumer surplus under the joint strategy.