考虑体验服务和促销努力的时尚服装库存与定价优化决策

Joint optimal pricing and replenishment policies of fashion apparel retailer with considering experiential services and promotional efforts

时尚服装受季节性、时尚流行性等因素的影响,其时尚度随时间衰减,致使市场价值不断降低,造成服装行业一直面临高库存问题.鉴于此,研究需求依赖于价格和时尚程度的服装库存模型,考虑体验服务投资可提高服装时尚度、促销降价可改善销售需求的作用,构建一般情形、体验服务投资情形、促销努力情形以及服务与促销联合4种情形下的优化订货和定价模型,分析体验服务投资和促销努力联合时对服装零售商优化决策的影响.研究结果表明:体验服务投资对边际效益的影响是先增后减;服装零售商通过决策折扣促销力度和延后折扣时间点,优化库存水平和定价,可降低库存成本,增加利润;体验服务和促销努力联合作用时,产生利润互补或替代效应,这取决于服装时尚度衰减因子,当其大于某临界值时,体验服务和促销努力两者为互补关系,反之则为替代关系.

The decline in the degree of fashion for fashion apparel has caused its market value to continuously decrease,reducing market demand and creating a backlog of clothing inventory.Under these backgrounds,apparel retailers invest in experiential services to prolong the fashion level,thus to improve the demand.On the other hand,fashion apparel retailers adopt a promotional e?ort strategy,which is to choose an appropriate discount time point to provide a discount to consumers.We adopt a price and time dependent demand function to model the finite time horizon inventory and present a modeling framework that allows us to capture and isolate the key aspects that define a fast fashion system:Experiential services and promotional e?orts.By employing this approach,we analyze four potential operating systems—traditional systems(neither provides experiential services nor discount),experiential services systems,promotional e?orts systems,and fast fashion systems(with experiential services and discount).We characterize the properties of the optimal solution(the selling price,experiential services investment and discount time point)in each case.The results show that the impact of experiential services investment on marginal benefits is increased first and then decreased.The fashion apparel retailer can reduce inventory costs and increase the profitability by delaying the discounts time point.The interaction between experiential services and promotion e?orts has both complementary and substitutional e?ects.If the deterioration rate of the fashion level of apparels is more than a critical value,the interaction of experiential services and promotional e?orts has a complementarity e?ect,whereas the interaction of experiential services and promotional e?orts has a substitutional e?ect when the deterioration rate is less than a critical value.