基于B2B现货市场的新产品预售信息披露研究

由于新产品无历史数据可参考，市场需求较难预测，使得企业在管理这类产品时面临巨大困难。如何制定有效的销售方案从而增加产品销量、如何均衡原材料供应从而协调生产运作是新产品生产企业所面临的关键问题。本项目选择新产品预售为研究对象，主要研究新产品制造商在参与B2B现货市场环境下，原材料在远期合约和现货市场之间如何匹配、预售期所获取到的市场信息为企业带来多少价值？面对不同的竞争环境和不同的策略消费群体预售期是否应该披露一部分市场信息给上游供应商、同行竞争者和广大消费者。（1）首先，归纳新产品制造类企业的采购和预售信息构成、找出影响制造商预售的关键影响因素。（2）然后，建立基于B2B现货市场下新产品预售信息披露模型；（3）最后，对现有新上市产品制造企业进行评价与实例分析，验证模型结果的有效性。

Due to the difficulty of forecasting market demand for new product, many manufacturers face huge difficulty in managing these products. How can set a reasonable price and effective selling strategy are the key problems that manufacturer facing. This project set new product advance selling as research object, mainly research procurement arrangement in forward contract and spot market, the benefit brought by the information from advance period, whether the manufacturer should disclosure some market information to supplier, competitor and all consumers. (1) Firstly, summarizes the procurement and elements of advance period information, and finds out the key factors affecting the advance selling strategy of new product in the presence of B2B spot market. (2) Secondly, build the advance information disclosure model in the presence of B2B spot market. (3) Thirdly, evaluates and exemplifies the existing large international enterprises to verify the validity of the model results.