基于广告和时尚指数下的服装供应链模型及优化研究

发布时间：2018-03-18 07:12

本文选题：时尚指数　切入点：广告力度　出处：《武汉纺织大学》2013年硕士论文　论文类型：学位论文

【摘要】：时尚指数对于服装市场起着关键性作用，广告努力度也同样对服装市场产生作用。当今服装市场的竞争已经日益激烈，现在的服装行业就是要求企业对服装市场做出快速的反应，更好的运用供应链管理，更快的掌握市场。考虑市场需求不确定性和服装产品的销售周期的特点，服装企业可以准确合理的订货和合适的价格，从而在服装行业的竞争中占有一席之地。考虑到服装产品广告和市场需求都是动态的，本文通过对服装供应链的时尚指数，广告宣传，销售渠道及其不确定市场需求进行分析，确定服装供应链的均衡解。本文首先考虑在单一服装供应链下，只针对时尚指数对不确定市场需求的影响建立模型，根据市场需求模型来确定零售商的利润，采用求导的方法来得出最优的价格和服装供应链的利润。通过分析得出对于服装产品这种时尚型强的产品来说，服装产品的价格对于消费者的购买行为具有重要的作用。其次考虑在两条服装供应链下，基于广告和质量下建立动态供应链利润模型。通过Nash博弈和集中式决策对两条服装供应链进行讨论，分别求出在这两种情况下服装供应链的利润，并且进行分析。通过分析发现采用质量提升在集中式决策的服装供应链的利润最大；采用广告策略在Nash博弈下的服装供应链的利润较大；采用质量提升在Nash博弈下的服装供应链的利润较小；采用广告策略在集中式决策的服装供应链的利润最小。再次考虑基于广告和时尚指数双重影响下，运用微分对策来构建时装需求订购模型。通过分析发现时尚指数在一定阶段对时装价格的影响是呈正比的，而时尚指数在一定阶段对广告费用的影响是呈反比的。在时尚指数与广告费用双重作用下，时装需求呈现出偏右的正态分布，即先上升后下降的趋势。经过分析得出，时尚指数和广告都对时装需求有很大的影响。最后考虑在混合销售渠道在销售努力、时尚指数和价格补偿影响下，运用利润模型来构建制造商、实体零售商、线上零售商以及整体供应链利润模型。通过分析，发现时尚指数在一定阶段对线上价格的影响是呈正比的，而时尚指数在一定阶段对销售努力的影响是呈反比的。在时尚指数与销售努力双重作用下，，服装市场需求呈现出正弦曲线分布，即先上升后下降再上升最后下降的趋势。经过分析得出，时尚指数变化影响服装制造商是否继续价格补偿的决策，而时尚指数的变化对实体服装零售商和线上服装零售商做出是否接受价格补偿契约没有影响。
[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.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.86;F713.8

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