【摘要】：季節(jié)性服裝商品具有明顯的易逝品特征，由于正常銷(xiāo)售期后未銷(xiāo)售完畢的商品剩余價(jià)值通常會(huì)很低，并且難以再有繼續(xù)出售的機(jī)會(huì)，零售商會(huì)經(jīng)常對(duì)服裝商品進(jìn)行打折降價(jià)以獲取更多的利潤(rùn)，而在此情形下的部分消費(fèi)者也具有了策略性延遲購(gòu)買(mǎi)以獲得低價(jià)商品的傾向。策略消費(fèi)者不同于非策略消費(fèi)者的特征表現(xiàn)在他們會(huì)基于自己的理性判斷來(lái)進(jìn)行服裝消費(fèi)，即會(huì)對(duì)商家的定價(jià)與庫(kù)存情況存在預(yù)期，權(quán)衡在不同購(gòu)買(mǎi)時(shí)機(jī)下的消費(fèi)者剩余情況，然后做出其購(gòu)買(mǎi)選擇。對(duì)于零售商而言，對(duì)策略消費(fèi)行為的忽視將會(huì)使其經(jīng)濟(jì)決策出現(xiàn)偏差，從而會(huì)造成很大的經(jīng)濟(jì)損失。因此，對(duì)策略消費(fèi)行為存在下的服裝企業(yè)決策及其所受的影響與可采取的應(yīng)對(duì)措施的研究具有重要的理論與現(xiàn)實(shí)意義。 在前人已有的相關(guān)研究基礎(chǔ)上，本文通過(guò)深入分析服裝消費(fèi)市場(chǎng)中消費(fèi)群體構(gòu)成以及零售商營(yíng)銷(xiāo)決策和消費(fèi)者行為之間的互動(dòng)關(guān)系，區(qū)分消費(fèi)者類(lèi)型并在需求建模中引入策略消費(fèi)行為的存在因素，根據(jù)消費(fèi)群體的組成情況研究了不同需求模式下考慮策略消費(fèi)行為的零售商定價(jià)、庫(kù)存決策及其銷(xiāo)售利潤(rùn)狀況。 首先，，以確定型的需求模式為背景，在已有文獻(xiàn)研究的基礎(chǔ)上，以效用函數(shù)作為消費(fèi)者策略購(gòu)買(mǎi)選擇行為的參考依據(jù)，建立收益函數(shù)模型，對(duì)模型進(jìn)行數(shù)理推導(dǎo)，并根據(jù)所構(gòu)建的模型采用數(shù)值仿真分析。其次，考慮非單一類(lèi)型消費(fèi)者的構(gòu)成以及消費(fèi)者異質(zhì)的情況，討論在隨機(jī)需求模式下的策略消費(fèi)行為方式，進(jìn)而得出零售商的期望利潤(rùn)模型，通過(guò)模型求解得出零售商的定價(jià)與庫(kù)存決策。然后，鑒于現(xiàn)行市場(chǎng)中普遍采取限量供應(yīng)的模式來(lái)作為應(yīng)對(duì)策略消費(fèi)行為的措施之一，本文繼續(xù)研究了限量供應(yīng)模式下零售商的運(yùn)營(yíng)狀況。進(jìn)而，在面向策略消費(fèi)行為的限量模型基礎(chǔ)上，探討零售商擁有一次快速補(bǔ)貨機(jī)會(huì)下的利潤(rùn)最大化模型，分析在此情況下相應(yīng)運(yùn)作策略的制定。最后，對(duì)論文的研究?jī)?nèi)容做出評(píng)述與總結(jié)，分析論文的研究成果，并指出研究的局限性，對(duì)以后可能的研究方向進(jìn)行展望。 本文從行為學(xué)角度研究了零售商的定價(jià)與庫(kù)存決策制定問(wèn)題，做到了對(duì)已有相關(guān)模型一定程度上的延伸與拓展。通過(guò)本研究，零售商可以對(duì)策略消費(fèi)行為的特點(diǎn)及影響有更好的了解，從而制定出有效的應(yīng)對(duì)與緩解策略，最終有助于零售商最優(yōu)營(yíng)銷(xiāo)目標(biāo)的實(shí)現(xiàn)。
[Abstract]:Seasonal clothing goods have obvious perishable characteristics, because the surplus value of goods that have not been sold after the normal sales period is usually very low, and it is difficult to continue to sell opportunities. Retailers often discount clothing to make more profits, and some consumers have a tendency to strategically delay buying to get cheaper goods. The characteristics of strategic consumers are different from non-strategic consumers in that they will make clothing consumption based on their own rational judgment, that is, they will have expectations on the pricing and inventory situation of the merchants, and weigh the consumer surplus under different purchase opportunities. Then make its purchase choice. For retailers, the neglect of strategic consumption behavior will make their economic decisions deviate, which will cause a lot of economic losses. Therefore, it is of great theoretical and practical significance to study the decision making of garment enterprises under the existence of strategic consumption behavior and the influence and countermeasures they can take. On the basis of previous studies, this paper analyzes the relationship between consumer group composition, retailers' marketing decisions and consumer behavior in the clothing consumption market. According to the composition of consumer groups, the retailer pricing, inventory decision and sales profit status of retailers considering strategic consumption behavior under different demand patterns are studied according to the existing factors of strategic consumption behavior in demand modeling. First of all, based on the existing literature, the utility function is used as the reference basis of the consumer's purchasing behavior, and the income function model is established, and the mathematical derivation of the model is carried out. According to the model, numerical simulation analysis is used. Secondly, considering the composition of non-single type of consumers and the heterogeneity of consumers, we discuss the behavior of strategic consumption under the stochastic demand model, and then get the expected profit model of retailers. The retailer's pricing and inventory decision are obtained by solving the model. Then, in view of the fact that the limited supply mode is widely adopted in the current market as one of the measures to deal with the strategic consumption behavior, this paper continues to study the operation situation of retailers under the limited supply mode. Then, based on the limited limit model of strategic consumption behavior, this paper discusses the profit maximization model of retailers with a quick restocking opportunity, and analyzes the formulation of corresponding operational strategies in this case. Finally, the research content of the paper is reviewed and summarized, the research results are analyzed, the limitations of the research are pointed out, and the possible research directions in the future are prospected. This paper studies the pricing and inventory decision making of retailers from the perspective of behavior, and extends the existing models to a certain extent. Through this study, retailers can have a better understanding of the characteristics and impact of strategic consumption behavior, and formulate effective coping and mitigation strategies, which will help retailers to achieve their optimal marketing goals.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.55;F426.86;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 劉明彥;齊二石;劉亮;;基于策略消費(fèi)者風(fēng)險(xiǎn)偏好的供應(yīng)鏈協(xié)調(diào)研究[J];工業(yè)工程;2012年02期

2 劉曉峰;黃沛;;基于策略型消費(fèi)者的最優(yōu)訂購(gòu)決策[J];管理工程學(xué)報(bào);2009年04期

3 彭志強(qiáng);熊中楷;李根道;;考慮策略性顧客的動(dòng)態(tài)定價(jià)和差價(jià)返還機(jī)制[J];管理工程學(xué)報(bào);2010年04期

4 楊慧;周晶;宋華明;;考慮消費(fèi)者短視和策略行為的動(dòng)態(tài)定價(jià)研究[J];管理工程學(xué)報(bào);2010年04期

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

6 李鋼;魏峰;;供應(yīng)鏈協(xié)調(diào)中的消費(fèi)者策略行為與價(jià)格保障研究[J];管理學(xué)報(bào);2013年02期

7 周建亨;蔣碧云;;面向策略型消費(fèi)者行為的時(shí)尚服裝供應(yīng)鏈協(xié)調(diào)策略[J];紡織學(xué)報(bào);2013年10期

8 劉曉峰;黃沛;;基于策略型消費(fèi)者的最優(yōu)動(dòng)態(tài)定價(jià)與庫(kù)存決策[J];管理科學(xué)學(xué)報(bào);2009年05期

9 楊道箭;齊二石;魏峰;;顧客策略行為與風(fēng)險(xiǎn)偏好下供應(yīng)鏈利潤(rùn)分享[J];管理科學(xué)學(xué)報(bào);2011年12期

本文編號(hào)：2418989