面向策略型消費者行為的時尚服裝供應(yīng)鏈協(xié)調(diào)策略
發(fā)布時間：2019-04-28 19:14
【摘要】：將策略型消費者的理性行為引入到時尚服裝供應(yīng)鏈協(xié)調(diào)中,分析其對時尚服裝供應(yīng)鏈運營及定價決策的影響。基于消費者群體對服裝產(chǎn)品的評價不一致,對銷售商、終端消費者組成的供應(yīng)鏈進行了數(shù)學建模,分析策略型消費者的理性行為對訂貨決策和定價決策的影響,并在此基礎(chǔ)上進一步做出擴展,討論銷售商采用數(shù)量限制承諾的情況,最后進行算例分析加以驗證。經(jīng)分析發(fā)現(xiàn),當消費者具有觀望和等待的理性行為后,在滿足消費者需求的前提下,供應(yīng)鏈的最優(yōu)庫存量有所降低;為應(yīng)對這種影響,當銷售商實施限量發(fā)行、珍藏版等策略時,客戶對產(chǎn)品的可得數(shù)量有比較準確的判斷,因此降低了客戶等待觀望的可能性,更傾向于在旺季時購買。
[Abstract]:The rational behavior of strategic consumers is introduced into fashion clothing supply chain coordination, and its influence on fashion clothing supply chain operation and pricing decision is analyzed. Based on the inconsistent evaluation of clothing products by consumer groups, a mathematical model of supply chain composed of sellers and terminal consumers is carried out, and the influence of rational behavior of strategic consumers on ordering decision and pricing decision is analyzed. On the basis of this, further expansion is made to discuss the use of quantity limitation commitment by vendors, and finally, an example is given to verify it. Through the analysis, it is found that when consumers have the rational behavior of wait-and-see and wait, the optimal inventory of the supply chain will be reduced under the premise of satisfying the consumers' needs. In order to deal with this effect, when vendors implement limited distribution, rare edition and other strategies, customers have a more accurate judgement on the quantity of products available, thus reducing the possibility of customers waiting to wait and see, and more inclined to buy during the peak season.
【作者單位】： 東華大學旭日工商管理學院;
【基金】：國家自然科學基金資助項目(71202066,71172174) 教育部人文社科項目(12YJC630320) 上海浦江人才計劃項目(12PJC021) 高校博士學科點專項科研基金項目(20110075110003) 上海市教育委員會科研創(chuàng)新項目(12ZS58) 中央高�；究蒲袠I(yè)務(wù)費專項資金資助項目(13D110802)
【分類號】：F426.86;F274;F224
[Abstract]:The rational behavior of strategic consumers is introduced into fashion clothing supply chain coordination, and its influence on fashion clothing supply chain operation and pricing decision is analyzed. Based on the inconsistent evaluation of clothing products by consumer groups, a mathematical model of supply chain composed of sellers and terminal consumers is carried out, and the influence of rational behavior of strategic consumers on ordering decision and pricing decision is analyzed. On the basis of this, further expansion is made to discuss the use of quantity limitation commitment by vendors, and finally, an example is given to verify it. Through the analysis, it is found that when consumers have the rational behavior of wait-and-see and wait, the optimal inventory of the supply chain will be reduced under the premise of satisfying the consumers' needs. In order to deal with this effect, when vendors implement limited distribution, rare edition and other strategies, customers have a more accurate judgement on the quantity of products available, thus reducing the possibility of customers waiting to wait and see, and more inclined to buy during the peak season.
【作者單位】： 東華大學旭日工商管理學院;
【基金】：國家自然科學基金資助項目(71202066,71172174) 教育部人文社科項目(12YJC630320) 上海浦江人才計劃項目(12PJC021) 高校博士學科點專項科研基金項目(20110075110003) 上海市教育委員會科研創(chuàng)新項目(12ZS58) 中央高�；究蒲袠I(yè)務(wù)費專項資金資助項目(13D110802)
【分類號】：F426.86;F274;F224
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