采用基于目标客户群定位的两阶段决策方法,研究策略消费者异质情形下的销售商订货模型.假设策略消费者对产品的估价为随机变量,通过对模型的逆向求解和仿真得出:1)消费者平均支付意愿的大小影响销售商定位的目标客户群的范围;2)随着消费者平均支付意愿、产品清仓价格的提高以及消费者异质程度、产品成本的降低,销售商会将更多的消费者定位为目标客户;3)当消费者平均支付意愿较低或异质程度较大时,销售商可以获得比消费者同质情形更高的利润,消费者的异质性有利于销售商. A two-stage decision-making method based on the target customer group positioning is used to study the vendor ordering model under the heterogeneity of strategy consumers.It is assumed that the strategy consumer estimates the product as a stochastic variable, through the inverse solution and simulation of the model: 1 ) The size of the average willingness to pay for the consumer influences the range of target customer groups targeted by the retailer; 2) With the average willingness to pay for the consumer, the increase in the clearance price of the product, the degree of heterogeneity in the consumer, and the reduction of the product cost, 3) When the average willingness of consumers to pay is lower or the degree of heterogeneity is greater, the seller can obtain a higher profit than the homogeneity of consumers, and the heterogeneity of consumers is favorable Sellers.