本文選題：消費者策略行為 + 易逝品�。� 參考：《東華大學》2014年碩士論文

【摘要】：隨著市場經濟的發(fā)展和市場結構的變化,信息技術的進步,產品的生命周期不斷縮短,越來越多的產品具有易逝性。易逝品具有銷售周期短、期末殘值低等特征其中以服裝產品最為典型,普通的定價方式不適用于易逝品的定價。以時尚性服裝產品為例,消費者為主體的需求導向明顯,消費者購買決策逐步具有策略性,通過獲取產品的銷售及價格等信息,消費者對零售商未來的價格及供給情況形成理性預期,由此來選擇有利于自己的購買時機,從而獲取最大的消費者剩余。這種行為復雜性對供應鏈結點(本文主要是零售商)的定價、庫存策略以及收益的影響已不可忽略,近年來成為供應鏈管理研究的熱點問題。 相對于以往文獻以報童模型為基礎的研究,本文考慮消費者策略行為下的易逝品的定價策略問題。首先在無供給限制情況下,考慮反比例需求函數和指數需求函數兩種情況的零售商利潤模型,零售商的利潤隨著策略型消費者所占比例的增加而減少；零售商忽略消費者策略行為所造成的損失隨著策略型消費者所占比例的增加而增大,零售商的最優(yōu)定價相比沒有消費者策略行為情況下的最優(yōu)定價要低。 其次在有供給限制情況下,考慮消費者面臨配給風險和價格風險,將整個服裝銷售季節(jié)分為全價期和打折期兩個階段,構建消費者兩階段購買的比例與價格的函數關系,分別建立消費者購買決策模型和零售商定價決策模型。然后,分別以消費者打折期能夠購買的產品的信念以及全價和打折期的產品客戶價值的比值兩種形式定義產品的時尚性；并以服裝產品為例,以時尚性為維度,對不同服裝產品的屬性進行了分析,從而得出時尚性是影響零售商利潤和兩階段定價的主要因子的結論；服裝時尚性越高,零售商打折銷售可能性越��；當服裝具有中等時尚性時,零售商可以適當的進行打折銷售以獲得最高利潤；當服裝時尚性越低,零售商打折銷售的力度越小。
[Abstract]:With the development of market economy and the change of market structure and the progress of information technology, the life cycle of products is shortened continuously, and more products are perishable. Perishable products have the characteristics of short sales cycle and low final residual value, among which clothing products are the most typical, but common pricing methods are not suitable for the pricing of perishable products. Take fashion clothing products as an example, the consumer as the main body of the demand orientation is obvious, consumer purchase decisions are gradually strategic, through the acquisition of product sales and prices and other information, Consumers form a rational expectation of the retailer's future price and supply, and choose the right buying opportunity to obtain the largest consumer surplus. The influence of this behavior complexity on the pricing, inventory strategy and revenue of supply chain nodes (mainly retailers) can not be ignored, and has become a hot issue in the research of supply chain management in recent years. Compared with the previous studies based on newsboy model, this paper considers the pricing strategy of perishable products under consumer policy behavior. Firstly, in the case of no supply restriction, the retailer profit model considering the inverse demand function and the exponential demand function, the retailer's profit decreases with the increase of the proportion of the strategic consumers. The loss caused by retailers neglecting consumer strategy behavior increases with the increase of the proportion of strategic consumers. The optimal pricing of retailers is lower than that without consumer strategy behavior. Secondly, under the condition of limited supply, considering the risk of ration and price faced by consumers, the whole clothing sales season is divided into two stages: full price period and discount period, and the functional relationship between the proportion and price of consumers' two-stage purchase is constructed. Consumer purchase decision model and retailer pricing decision model are established respectively. Then, the fashion of the product is defined by the belief of the product that the consumer can buy during the discounted period and the ratio of the customer value of the product in the full price and the discount period, and take the clothing product as an example, take the fashion as the dimension. This paper analyzes the attributes of different clothing products, and draws the conclusion that fashion is the main factor affecting retailer profit and two-stage pricing, the higher the clothing fashion is, the less the possibility of retailer's discount sale is. When the clothing is of moderate fashion, the retailer can sell at a discount to get the highest profit; the lower the fashion, the less the retailer's discount sales.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.32

【參考文獻】

相關期刊論文 前6條

1 李鋼;王勇;;面對策略顧客和短視顧客的零售商定價[J];系統(tǒng)工程;2012年06期

2 楊道箭;齊二石;魏峰;;顧客策略行為與風險偏好下供應鏈利潤分享[J];管理科學學報;2011年12期

3 齊二石;楊道箭;劉亮;;基于顧客戰(zhàn)略行為的供應鏈兩部定價契約[J];計算機集成制造系統(tǒng);2010年04期

4 官振中,黃深澤,史本山;基于收益管理的季節(jié)性商品動態(tài)定價策略[J];西南交通大學學報;2005年05期

5 倪得兵,唐小我,曾勇;基于消費者柔性行為的兩部定價研究[J];系統(tǒng)工程理論與實踐;2004年03期

6 陳樹楨;熊中楷;梁喜;;補償激勵下雙渠道供應鏈協(xié)調的合同設計[J];中國管理科學;2009年01期

，

本文編號：2084804