【摘要】：季節(jié)性服裝商品具有明顯的易逝品特征，由于正常銷售期后未銷售完畢的商品剩余價值通常會很低，并且難以再有繼續(xù)出售的機會，零售商會經(jīng)常對服裝商品進行打折降價以獲取更多的利潤，而在此情形下的部分消費者也具有了策略性延遲購買以獲得低價商品的傾向。策略消費者不同于非策略消費者的特征表現(xiàn)在他們會基于自己的理性判斷來進行服裝消費，即會對商家的定價與庫存情況存在預期，權(quán)衡在不同購買時機下的消費者剩余情況，然后做出其購買選擇。對于零售商而言，對策略消費行為的忽視將會使其經(jīng)濟決策出現(xiàn)偏差，從而會造成很大的經(jīng)濟損失。因此，對策略消費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對措施的研究具有重要的理論與現(xiàn)實意義。 在前人已有的相關(guān)研究基礎(chǔ)上，本文通過深入分析服裝消費市場中消費群體構(gòu)成以及零售商營銷決策和消費者行為之間的互動關(guān)系，區(qū)分消費者類型并在需求建模中引入策略消費行為的存在因素，根據(jù)消費群體的組成情況研究了不同需求模式下考慮策略消費行為的零售商定價、庫存決策及其銷售利潤狀況。 首先，，以確定型的需求模式為背景，在已有文獻研究的基礎(chǔ)上，以效用函數(shù)作為消費者策略購買選擇行為的參考依據(jù)，建立收益函數(shù)模型，對模型進行數(shù)理推導，并根據(jù)所構(gòu)建的模型采用數(shù)值仿真分析。其次，考慮非單一類型消費者的構(gòu)成以及消費者異質(zhì)的情況，討論在隨機需求模式下的策略消費行為方式，進而得出零售商的期望利潤模型，通過模型求解得出零售商的定價與庫存決策。然后，鑒于現(xiàn)行市場中普遍采取限量供應的模式來作為應對策略消費行為的措施之一，本文繼續(xù)研究了限量供應模式下零售商的運營狀況。進而，在面向策略消費行為的限量模型基礎(chǔ)上，探討零售商擁有一次快速補貨機會下的利潤最大化模型，分析在此情況下相應運作策略的制定。最后，對論文的研究內(nèi)容做出評述與總結(jié)，分析論文的研究成果，并指出研究的局限性，對以后可能的研究方向進行展望。 本文從行為學角度研究了零售商的定價與庫存決策制定問題，做到了對已有相關(guān)模型一定程度上的延伸與拓展。通過本研究，零售商可以對策略消費行為的特點及影響有更好的了解，從而制定出有效的應對與緩解策略，最終有助于零售商最優(yōu)營銷目標的實現(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.
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55;F426.86;F274

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