Abstract: It will be a kind of benefit guarantee for the consumers if the seller adopts the strategy of compensation for stockouts or provides full refund service for the consumers who do not receive the goods on time when the seller presells a new product. And it may increase the possibility of the consumers' booking, thereby increasing their profit. Therefore, the single advance selling strategy and the strategy of compensation for delayed delivery and the strategy of providing full refund are compared, the profit models of the retailer with three different strategies are constructed in order to obtain a best advance selling strategy. The results show that the distinction between the three different selling strategies are influenced by the sales environment. The seller could choose the optimal selling strategy according to the different sales environment. When implementing the single advance selling strategy and the strategy of providing full refund, the seller can get higher profits by exaggerating the possibility of delivery on time. But the actual delivery possibility promotion is the better improvement direction.

Key words: advance selling, stockouts, strategic consumer, delay cost