考虑策略消费行为的服装定价与库存决策研究

发布时间：2019-02-09 13:03

【摘要】：季节性服装商品具有明显的易逝品特征，由于正常销售期后未销售完毕的商品剩余价值通常会很低，并且难以再有继续出售的机会，零售商会经常对服装商品进行打折降价以获取更多的利润，而在此情形下的部分消费者也具有了策略性延迟购买以获得低价商品的倾向。策略消费者不同于非策略消费者的特征表现在他们会基于自己的理性判断来进行服装消费，即会对商家的定价与库存情况存在预期，权衡在不同购买时机下的消费者剩余情况，然后做出其购买选择。对于零售商而言，对策略消费行为的忽视将会使其经济决策出现偏差，从而会造成很大的经济损失。因此，对策略消费行为存在下的服装企业决策及其所受的影响与可采取的应对措施的研究具有重要的理论与现实意义。在前人已有的相关研究基础上，本文通过深入分析服装消费市场中消费群体构成以及零售商营销决策和消费者行为之间的互动关系，区分消费者类型并在需求建模中引入策略消费行为的存在因素，根据消费群体的组成情况研究了不同需求模式下考虑策略消费行为的零售商定价、库存决策及其销售利润状况。首先，，以确定型的需求模式为背景，在已有文献研究的基础上，以效用函数作为消费者策略购买选择行为的参考依据，建立收益函数模型，对模型进行数理推导，并根据所构建的模型采用数值仿真分析。其次，考虑非单一类型消费者的构成以及消费者异质的情况，讨论在随机需求模式下的策略消费行为方式，进而得出零售商的期望利润模型，通过模型求解得出零售商的定价与库存决策。然后，鉴于现行市场中普遍采取限量供应的模式来作为应对策略消费行为的措施之一，本文继续研究了限量供应模式下零售商的运营状况。进而，在面向策略消费行为的限量模型基础上，探讨零售商拥有一次快速补货机会下的利润最大化模型，分析在此情况下相应运作策略的制定。最后，对论文的研究内容做出评述与总结，分析论文的研究成果，并指出研究的局限性，对以后可能的研究方向进行展望。本文从行为学角度研究了零售商的定价与库存决策制定问题，做到了对已有相关模型一定程度上的延伸与拓展。通过本研究，零售商可以对策略消费行为的特点及影响有更好的了解，从而制定出有效的应对与缓解策略，最终有助于零售商最优营销目标的实现。
[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.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F426.86;F274

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