中文摘要：

近年来,随着越来越多的企业在新产品推出中针对终端消费者采用在线预售方式,并与产品定价及消费者选择行为产生关联。文章从阐述新产品预售策略的缘起与发展开始,从消费者选择视角对该领域的研究进展进行了系统的梳理,研究表明：新产品预售中消费者的选择行为受到价格、产品可得性和消费者对产品的价值估值的共同影响;当考虑消费者选择行为的影响时,基于新产品预售期的信息更新作出的运营决策未必对企业更为有益;企业可以将预售策略与新产品定价及供应、信息披露、新产品创新机制与退货策略等运营策略组合设计,获取更多的收益。文末还给出了未来拓展研究的思路。

英文摘要：

Preorder strategies are increasingly designed for end consumers and related to corporate pricing and consumer choice behavior when launching a new product online. This paper articulated the origin and development path of new product preorder strategies and reviewed the re-search literatures from the perspective of consumer choice behavior. It was demonstrated that ： 1） consumer choice behavior in new product preorders was affected by price, availability and the valuation of product simultaneously; 2） operational decisions based on updated demand information did not necessarily benefit the enterprise with the consideration of consumer choice behavior; 3） it was beneficial for enterprises to combine preorder strategies with other operations strategies such as new product pricing, supply, information reveal, new product innovation and return policy. At the end, this paper also pointed out some possible directions for further research in this field.