【作者】 郭瑞；

【导师】 胡觉亮；

【作者基本信息】 浙江理工大学 ， 服装设计与工程， 2015， 硕士

【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。更多还原

【Abstract】 As seasonal clothing merchandise possesses obvious characteristics of perishable goods,due to surplus value of unsold goods after the normal sales is usually low and it is difficult tohave the opportunity for continuing selling, retailers will often discount apparel commodityprices to get more profit in the case of which some consumers also have a tendency to delay thepurchase in order to obtain low-cost commodities. Strategic consumer performance is differentfrom the characteristics of consumers in that they will be based on their own rational judgmentfor clothing consumption, i.e., having their anticipation for the retailer’s pricing and inventorystatus, weighing their consumer surplus under different buying opportunity so as to make thepurchase option. For retailers, the neglect of strategic consumer behavior will make itsdivergence in economic decisions, which would cause great economic loss. Therefore, theresearch of the clothing enterprise decision and the caused impact as well as measures to take inthe presence of consumer behavior has important theoretical and practical significance.On the basis of previous studies and through in-depth analysis of the constitution ofconsumer groups in clothing consumption market and the interactive relationship betweenretailer’s marketing decision and consumer behavior, this paper distinguishes consumer type andintroduces the existence of strategy consumer behavior factors into the demand modeling, thusstudying the retailer pricing, inventory decision and its sales profit status under different demandpattern according to the composition of the consumer groups considering strategic consumerbehavior.First of all, to take the deterministic demand pattern as the background and on the basis ofthe existing literature research, establish the revenue function model using the utility function asa reference of consumer strategic purchase choice behavior, proceeding the mathematicalderivation of the model, as well as adopting numerical simulation analysis according to the builtmodel. Secondly, consider the case of consumer heterogeneity and non-single type compositionof consumers and discuss the manner of strategic consumer behavior in random demand mode,and then come to the retailer’s expected profit model, obtaining the retailer’s pricing and inventory decisions through the model solving. Then, in view of the current market generallytakes a limited supply model as one of the measures to cope strategic consumer behavior, thepaper continued to study the retailer’s operating performance under limited supply mode.Furthermore, based on the setting of limited supply mode, discuss the profit maximization modelfor the retailer who has a quick replenishment opportunity under the situation of which thecorresponding operational strategy formulation is analyzed. Finally, make a review and summaryof the research content of this paper, analyze its research results as well as point out thelimitations of the study in out-looking possible future research directions.This paper makes a research on the retailer’s pricing and inventory decision makingproblems from the perspective of behavioral science, achieving the extension and expansion ofexisting model to a certain extent. Through this study, the retailer can have a betterunderstanding of the characteristics and the influence of strategic consumer behavior so as toformulate effective response and mitigation strategies, ultimately helping them to achieveoptimum marketing objectives.更多还原