一种基于时尚指数的服装供应链动态定价策略

Dynamic pricing strategy for apparel supply chain based on fashion indexes

由于服装产品的市场需求受时尚性影响很大,为帮助企业更准确地预测市场需求信息,采取不同的优化定价策略,运用主成分分析方法探讨服装产品的时尚指数评估方法;建立市场需求量模型,探讨需求量与产品价格和价值相关情况下,市场随时尚指数变化的情况;建立基于时尚指数的销售商优化定价模型,通过销售商的期望利润得出最优零售定价策略。在此基础上,进一步考虑供应商最终交付量与期望量的差别,探讨供应链优化利润模型,并通过数据模拟说明基于时尚指数的优化定价策略能够改善供应链的利润。研究表明,对于服装这种与时尚性直接相关的产品,考虑时尚指数的定价策略更为合理。

Apparel is a seasonal and style-related product. In order to help enterprises to accurately project the market demand and adopt various advantageous pricing policies, this paper investigates a fashion indexes evaluation method for garment products by using principal components analysis （PCA） approach. A market demand model is developed to study the correlation of demand volume, product price and product value, and how they vary with fashion indexes. Optimal pricing model based on fashion indexes is established for sellers and the best retail pricing policy is determined according to the expected profits of the seller. On this basis, the differences between the finally delivered volume from the supplier and the expected volume should be taken into consideration and optimized profit model of the supply chain is discussed. By data simulation, it is demonstrated that the pricing policy based on fashion indexes can improve the profit of the supply chain. This study indicates that it is more seasonable to adopt the pricing policy based on fashion indexes, for apparel is a product which is directly related to fashion.