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In recent years, the market economy has been booming, and the demand of consumers has begun to become diversified. Consumers’ preferences for products, the sensitivity of product prices, and other factors can often affect the market demand and also make enterprises realize the importance of consumer preferences. The decision-making model of the supply chain with consumer preference composed of a retailer and a third-party presale platform is established, and we analyze the implementation of a single presale model, a single spot-sale model, and decision-making models under the “presale and sale” mode. The equilibrium strategy of centralized decision and decentralized decision under the mode of “presale and sale” is compared, and the influence of the proportion of informed consumers and the exogenous variables of cross-period discount on supply chain decision is further analyzed. The coordination strategy of the decentralized decision supply chain under the mode of “presale and sale” is put forward, and the coordinated operation among supply chain members is realized. The results show that compared with other sales models, the “presale and spot-sale” model is more beneficial to the profit of the supply chain.

Coordination Strategy of the Supply Chain with Consumer Preferences under the “Presale and Spot-Sale” Mode