品牌服装双营销渠道竞争与合作模型构建及应用

Competition and cooperation model construction and application in dual marketing channel for brand apparel

针对服装企业线下营销渠道和线上营销渠道共同销售的特点,运用微分方程理论构建双重渠道间竞争与合作模型(以下简称为竞合模型),推导出带有竞合系数的线上线下销量数学模型。以优衣库和秋水伊人品牌双渠道销量作为实证数据。结果表明:以门店模式为策略的优衣库及以改良模式为策略的秋水伊人双方都处于合作共赢状态,竞合模型能客观衡量品牌服装线上线下渠道竞争与合作关系。最后,结合模型预测作出优衣库和秋水伊人的双渠道销量趋势图,分析服装企业线上线下渠道融合策略,为品牌服装企业探讨双渠道整合管理提供参考。

For apparel enterprises＇ offline and online marketing channels for joint sale, competition and cooperation model within dual-channel was built by using the theory of differential equation （hereinafter referred as coefficient model） and the mathematical model of online and offiine sales with cooperation coefficient was deduced. The dual-channel sales of Uniqlo and Qiushuiyiren were used as the empirical data. The results show that both of store model for the policy of Uniqlo and improved model for the policy of Qiushuiyiren are in a state of win-win cooperation. The coopetition model can measure the competition and cooperation relationship under online and offline channels of the brand clothing objectively. Finally the dual-channel sales trend graphs of Uniqlo and Qiushuiyiren was combined with the model forecast to analyze the integration strategy for apparel enterprises with online and offline channels so as to provide reference for brand apparel enterprises during dual-channel integration management.