考虑时尚指数和策略消费者的服装零售商定价

Clothing Retailer Pricing Considering Fashion Index and Strategy Consumers

针对服装产品的时尚性要求较高的特点及服装消费者对产品价格较为敏感的现象,研究考虑服装时尚指数和策略消费者时,服装零售商的产品定价问题。将服装销售分为时尚流行和时尚衰退两个阶段,并基于博弈论分析服装时尚指数对消费者策略程度和购买行为的影响。结果表明:服装产品时尚指数越高,消费者等待的意愿越弱,倾向于趁早购买;服装产品时尚指数越低,消费者策略性程度越强,倾向于在降价阶段购买。零售商可通过提高时尚流行阶段的定价、降低时尚衰退阶段的定价来获得更高的利润。

Aiming at the characteristics of higher fashion requirements of clothing products and the phenomenon that clothing consumers are more sensitive to product prices,this paper studies clothing retailer s product pricing when considering fashion index and strategic consumers.The clothing sale stages were divided into fashion prevalence and fashion recession.The influence of fashion index on consumer s strategy and purchasing behavior was analyzed based on the game theory.The results indicate that,the higher the fashion index of apparel products,the less willing the consumers to wait,and tend to buy early.Otherwise,the lower the fashion index,the more strategic the consumers,and the more willing to buy at the price reduction stage.Retailers can achieve higher profits by increasing the prices of fashion trends and lowering the prices of fashion recessions.