在时尚指数和销售努力下的服装混合销售渠道的订货和价格补偿分析

Analysis on Order and Price Compensation in the Fashion Index and Sales Efforts Clothing Hybrid Sales Channel

时尚指数对于服装市场起着关键性作用,而价格补偿影响着实体零售商对于销售努力成本的投入。本文通过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、线上服装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,即先升后降再升再降的趋势;时尚指数变化影响服装制造商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接受价格补偿契约没有影响。

For clothing market fashionable index plays a key role and the price compensation affects the cost of sales efforts from physical retailers. This article use profit model to construct the entity manufacturers, retailers, online clothing retailers and overall supply chain profit model through the hybrid sales channels under the influence of sales efforts, fashionable index and price compensation. Through the analysis, it found that fashionable index in a certain stage to the influence of the online price is in positively ratio, and fashionable index in a certain stage to the influence of the sales effort is a inversely proportional. Affected by both fashionable index and sales efforts, clothing market demand displays the sine curve distribution. The first rise after drop rise again to drop trend. Fashionable index change affects clothing manufacturers＇ decisions in price compensation, and fashionable index change has no effect on accepting compensation cona＇act price of physical clothing retailers and online clothing retailer.