發(fā)布時間：2018-03-18 07:12

  本文選題：時尚指數(shù)　切入點(diǎn)：廣告力度　出處：《武漢紡織大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：時尚指數(shù)對于服裝市場起著關(guān)鍵性作用，廣告努力度也同樣對服裝市場產(chǎn)生作用。當(dāng)今服裝市場的競爭已經(jīng)日益激烈，現(xiàn)在的服裝行業(yè)就是要求企業(yè)對服裝市場做出快速的反應(yīng)，更好的運(yùn)用供應(yīng)鏈管理，更快的掌握市場。考慮市場需求不確定性和服裝產(chǎn)品的銷售周期的特點(diǎn)，服裝企業(yè)可以準(zhǔn)確合理的訂貨和合適的價格，從而在服裝行業(yè)的競爭中占有一席之地。考慮到服裝產(chǎn)品廣告和市場需求都是動態(tài)的，本文通過對服裝供應(yīng)鏈的時尚指數(shù)，廣告宣傳，銷售渠道及其不確定市場需求進(jìn)行分析，確定服裝供應(yīng)鏈的均衡解。 本文首先考慮在單一服裝供應(yīng)鏈下，只針對時尚指數(shù)對不確定市場需求的影響建立模型，根據(jù)市場需求模型來確定零售商的利潤，采用求導(dǎo)的方法來得出最優(yōu)的價格和服裝供應(yīng)鏈的利潤。通過分析得出對于服裝產(chǎn)品這種時尚型強(qiáng)的產(chǎn)品來說，服裝產(chǎn)品的價格對于消費(fèi)者的購買行為具有重要的作用。 其次考慮在兩條服裝供應(yīng)鏈下，基于廣告和質(zhì)量下建立動態(tài)供應(yīng)鏈利潤模型。通過Nash博弈和集中式?jīng)Q策對兩條服裝供應(yīng)鏈進(jìn)行討論，分別求出在這兩種情況下服裝供應(yīng)鏈的利潤，并且進(jìn)行分析。通過分析發(fā)現(xiàn)采用質(zhì)量提升在集中式?jīng)Q策的服裝供應(yīng)鏈的利潤最大；采用廣告策略在Nash博弈下的服裝供應(yīng)鏈的利潤較大；采用質(zhì)量提升在Nash博弈下的服裝供應(yīng)鏈的利潤較小；采用廣告策略在集中式?jīng)Q策的服裝供應(yīng)鏈的利潤最小。 再次考慮基于廣告和時尚指數(shù)雙重影響下，運(yùn)用微分對策來構(gòu)建時裝需求訂購模型。通過分析發(fā)現(xiàn)時尚指數(shù)在一定階段對時裝價格的影響是呈正比的，而時尚指數(shù)在一定階段對廣告費(fèi)用的影響是呈反比的。在時尚指數(shù)與廣告費(fèi)用雙重作用下，時裝需求呈現(xiàn)出偏右的正態(tài)分布，即先上升后下降的趨勢。經(jīng)過分析得出，時尚指數(shù)和廣告都對時裝需求有很大的影響。 最后考慮在混合銷售渠道在銷售努力、時尚指數(shù)和價格補(bǔ)償影響下，運(yùn)用利潤模型來構(gòu)建制造商、實(shí)體零售商、線上零售商以及整體供應(yīng)鏈利潤模型。通過分析，發(fā)現(xiàn)時尚指數(shù)在一定階段對線上價格的影響是呈正比的，而時尚指數(shù)在一定階段對銷售努力的影響是呈反比的。在時尚指數(shù)與銷售努力雙重作用下，，服裝市場需求呈現(xiàn)出正弦曲線分布，即先上升后下降再上升最后下降的趨勢。經(jīng)過分析得出，時尚指數(shù)變化影響服裝制造商是否繼續(xù)價格補(bǔ)償?shù)臎Q策，而時尚指數(shù)的變化對實(shí)體服裝零售商和線上服裝零售商做出是否接受價格補(bǔ)償契約沒有影響。
[Abstract]:The fashion index plays a key role in the clothing market, and so does the advertising effort. Nowadays, the competition in the clothing market has become increasingly fierce. At present, the clothing industry requires enterprises to react quickly to the clothing market, to make better use of supply chain management, to master the market faster, and to consider the uncertainty of market demand and the characteristics of the sales cycle of clothing products. Garment enterprises can order goods accurately and reasonably, so as to occupy a place in the competition of garment industry. Considering that advertising and market demand of clothing products are dynamic, the fashion index of clothing supply chain is analyzed in this paper. Advertising, sales channels and uncertain market demand are analyzed to determine the balance of clothing supply chain. In this paper, we first consider to establish a model for the influence of fashion index on uncertain market demand under a single clothing supply chain, and then determine the retailer's profit according to the market demand model. By using the method of derivative to get the optimal price and the profit of the clothing supply chain, it is concluded that the price of the clothing product plays an important role in the purchasing behavior of the consumer. Secondly, considering the establishment of dynamic supply chain profit model based on advertising and quality under two garment supply chains, this paper discusses the two garment supply chains by Nash game and centralized decision. The profit of apparel supply chain under these two conditions is calculated and analyzed. It is found that the clothing supply chain with quality improvement is the most profitable in centralized decision making. The apparel supply chain with advertising strategy under Nash game has larger profit; the clothing supply chain with quality improvement under Nash game has smaller profit; the clothing supply chain with advertising strategy has the smallest profit in the centralized decision-making clothing supply chain. Under the dual influence of advertising and fashion index, this paper uses differential game to construct fashion demand ordering model, and finds that fashion index has a positive effect on fashion price at a certain stage. However, the influence of fashion index on advertising cost is inversely proportional at a certain stage. Under the dual action of fashion index and advertising cost, fashion demand shows a normal distribution on the right, that is, the trend of rising first and then decreasing. Fashion index and advertising have a great impact on fashion demand. Finally, under the influence of sales effort, fashion index and price compensation, we use profit model to construct profit model for manufacturers, real retailers, online retailers and the whole supply chain. It is found that the influence of fashion index on online price is proportional to that of online price at a certain stage, while the influence of fashion index on sales effort is inversely proportional at a certain stage. The demand of the clothing market shows a sinusoidal distribution, that is, the trend of rising first, then decreasing, and then decreasing. Through analysis, it is concluded that the change of fashion index affects the decision of clothing manufacturers whether to continue to compensate for the price. However, the change of fashion index has no effect on whether or not to accept the price compensation contract between the physical clothing retailer and the online clothing retailer.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.86;F713.8

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