考虑时尚努力投入的服装零售商动态定价及订货策略研究

A Research on Apparel Retailers’Dynamic Pricing and Ordering Strategies Considering Fashion Efforts

考虑时尚努力投入对零售商动态定价和收益的影响,构建服装零售商的收益最大化动态模型,并利用Pontryagin最大值方法对其求解,分析服装零售商的动态定价、时尚努力投入和订货策略。数值仿真验证表明,销售初期,零售商应设置较低的零售价格刺激需求;而零售商投入时尚努力后,销售价格也将提高。对于时尚度衰减缓慢的产品,零售商投入更多的时尚努力效果显著。当消费者对产品价格的敏感程度较高时,零售商不应投入时尚努力。

Considering the influence of fashion effort input on retailers’dynamic pricing and revenue,a dynamic model of clothing retailers’revenue maximization is constructed,and the Pontryagin maximum method is used to solve it,and the clothing retailer’s dynamic pricing,fashion effort input and ordering strategies are analyzed.Numerical simulation verification shows that at the beginning of sales,retailers should set lower retail prices to stimulate demand;and after retailers put in fashion efforts,sales prices will also increase.For products with slow fashion decay,retailers have invested more fashion efforts to achieve significant results.When consumers are more sensitive to product prices,retailers should not invest in fashion efforts.