服装O2O双渠道零售决策与协调

发布时间：2018-03-31 12:23

本文选题：O2O　切入点：服装　出处：《东华大学》2017年硕士论文

【摘要】：在O2O模式冲击下,服装企业纷纷试水。在渠道决策与协调上的整合,正是基于市场竞争与零售利润的不断追求。因此,O2O零售决策因素及协调策略对服装企业利润的影响研究显得尤为重要。本文基于决策与契约理论,对O2O渠道转型期的零售决策和发展中的利益协调等问题展开实证研究。研究主要路径:基于企业实践,参与G品牌和J品牌O2O项目,剖析案例企业O2O零售策略及转运合作改善效果,为实证企业O2O零售决策与协调模型奠定案例基础。O2O零售决策模型:通过文献研究,建立O2O零售决策体系,提炼了6个一级指标及18个二级指标,并通过专家访谈获取其权重;进而建立系统动力学的O2O决策模型,从产品增值体验、线上与线下服务水平、物流服务水平、员工服务水平、O2O整合水平等维度分析各指标对整体利润的影响。O2O契约协调模型:依据案例企业O2O改善效果,提出转运协调策略,依据需求服从均匀分布,从利润最大化角度,进行订货决策探讨。通过实证研究,对比转运契约协调与批发价格契约下的经销商、品牌企业及零售整体的库存量、缺货量及利润等指标数据,验证转运合作提高利润方法。以O2O盈利能力为最终衡量指标,验证零售决策及协调模型的有效性并得出以下结果:(1)针对服装企业开展O2O零售决策指标评价,一级指标中O2O整合水平与物流服务水平影响程度较高。根据零售决策系统动力学模型仿真数据验证,发现通过整合措施可提升O2O渠道协调水平,如:双渠道物流信息;产品支付方式多样化;统一双渠道的产品、价格、营销活动;附近门店查询、线上库存扫码查询;共享线上线下的库存信息等。再者,适当提高店铺扩张投入占比,短时间内迅速完善网站的设计工作,充实网站商品信息,加强网站安全维护可提高线上线下服务水平,从而增加企业盈利。(2)对服装O2O零售契约模型进行实证研究可知:相比批发价格契约,在转运契约条件下,以整体利益最大化进行订货,品牌企业与经销商的库存量、缺货量明显降低,利润有所增加。表明采用转运契约模型策略,可避免缺货损失,减少库存,提高利润。
[Abstract]:Under the impact of the O2O model, garment enterprises have been experimenting with the integration of channel decision-making and coordination. Because of the market competition and the constant pursuit of retail profit, it is very important to study the influence of the decision factors and coordination strategies on the profit of garment enterprises. This paper is based on the theory of decision and contract. This paper makes an empirical study on the retail decision-making and benefit coordination in the transition period of the O _ 2O channel. The main path of this study is to participate in the G brand and J brand O _ 2O project based on enterprise practice. This paper analyzes the improvement effect of case enterprises' O2O retail strategy and transshipment cooperation, and establishes the case basis of O2O retail decision-making and coordination model for empirical enterprises. O2O retail decision model is established through literature research, and the O2O retail decision-making system is established. This paper abstracts 6 first-grade indexes and 18 second-order indexes and obtains their weights through expert interviews, and then establishes the O2O decision-making model of system dynamics, which includes product value-added experience, online and offline service level, logistics service level, and so on. The influence of each index on the overall profit. O2O contract coordination model: according to the case of the improvement effect of O2O, put forward the transfer coordination strategy, according to the demand of uniform distribution, from the point of view of profit maximization. Through the empirical research, the author compares the inventory, shortage and profit of dealer, brand enterprise and retail under the coordination of transhipment contract and wholesale price contract. Using O _ 2O profitability as the ultimate measure to verify the effectiveness of the retail decision-making and coordination model and get the following results: 1) carry out the evaluation of O _ 2O retail decision-making index for garment enterprises, take the O _ 2O profitability as the ultimate measure, verify the effectiveness of the retail decision-making and coordination model, and get the following results: 1. According to the simulation data of retail decision-making system dynamics model, it is found that the integration measures can improve the coordination level of O2O channels, such as: double channel logistics information; Product payment methods are diversified; double channel products, prices, marketing activities are unified; nearby store inquiries, online inventory scanning queries, sharing online and offline inventory information, etc. Furthermore, the proportion of store expansion input is appropriately increased. In a short period of time, we can improve the design work of the website, enrich the commodity information of the website, strengthen the security maintenance of the website, and improve the level of online and offline service. Therefore, the empirical study on the clothing O _ 2O retail contract model shows that compared with the wholesale price contract, under the condition of the transshipment contract, the overall profit is maximized to order, and the inventory of the brand enterprise and the dealer is obtained. The loss of goods is avoided, the inventory is reduced, and the profit is increased by using the transfer contract model.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86;F724.6

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