纺织学报 ›› 2021, Vol. 42 ›› Issue (10): 163-171.doi: 10.13475/j.fzxb.20201105209

• 服装工程 • 上一篇    下一篇

新零售背景下服装销售渠道整合转型研究

韩曙光1, 陈舒婷2, 胡觉亮1()   

  1. 1.浙江理工大学 理学院, 浙江 杭州 310018
    2.浙江理工大学 服装学院, 浙江 杭州 310018
  • 收稿日期:2020-11-23 修回日期:2021-06-13 出版日期:2021-10-15 发布日期:2021-10-29
  • 通讯作者: 胡觉亮
  • 作者简介:韩曙光(1977—),男,教授,博士。主要研究方向为服装供应链管理及优化、数学建模及应用等。

Research on integration and transformation of apparel sales channels under new retailing concept

HAN Shuguang1, CHEN Shuting2, HU Jueliang1()   

  1. 1. School of Science, Zhejiang Sci-Tech University, Hangzhou, Zhejiang 310018, China
    2. School of Fashion Design Engineering, Zhejiang Sci-Tech University, Hangzhou, Zhejiang 310018, China
  • Received:2020-11-23 Revised:2021-06-13 Published:2021-10-15 Online:2021-10-29
  • Contact: HU Jueliang

RichHTML

18

PDF (PC)

124

摘要：

为探究新零售模式与传统双渠道模式的异同,帮助传统服装企业的新零售模式转型,基于效用理论并结合服装特性,分别设计双渠道模式和新零售模式的服装消费者效用函数,定量刻画服装消费者需求和服装零售商利润模型。通过数值算例,探讨线上信任程度、线下体验服务水平以及“线上订购,线下取货”(BOPS)不便利程度对渠道整合转型的作用以及对服装零售商利润的影响。结果表明:线上信任程度达到一定阈值时,双渠道模式下的服装企业实行线上线下同价策略更为有利;新零售模式下,BOPS不便利程度对服装零售商利润影响最大,线上信任程度对服装零售商利润影响最小;新零售模式的施行将大幅提升服装零售商的利润。

关键词: 新零售, 服装渠道整合转型, 线上订购线下取货, 线下体验服务水平

Abstract:

In order to compare the new retailing model and the traditional duel-channel model, the theoretical basis for the transformation of the new retail model of traditional clothing companies were introduced. The similarities and differences between the new retail model and the traditional dual-channel model were explored, and the utility function of clothing consumers under dual-channel and new retail modes was designed based on utility theory combined with clothing characteristics. The corresponding clothing consumer demand and clothing retailer profit model were quantitatively described. Through numerical examples, the effects of online trust, offline experience service levels, and "buy online, pick upin store"(BOPS) inconvenience on channel integration and transformation, and the impact of apparel retailers' total profits were studied. The research shows that when the effects of online trust reaches a certain threshold, it is more advantageous for apparel companies in the dual-channel mode to implement the same price strategy online and offline. Under the new retail mode, BOPS inconvenience has the greatest impact on apparel retailers' profits, and the effects of online trust impacts on the profits of clothing retailers is minimal. The implementation of the new retail model has the potential to greatly increase the profits of clothing retailers.

Key words: new retail, clothing channel integration and transformation, order online and pick up offline, offline service experience

中图分类号: 

  • TS941

图1

服装双渠道结构模型"

图2

服装新零售结构模型"

表1

参数符号及其定义"

参数符号 定义
v 消费者对某类服装商品的评估价值( 0 < v ≤ v -)
注: v -为v的上限
θ 消费者线上信任程度( 0 < θ ≤ 1)
p 新零售模式下某类服装商品统一零售价
p o 双渠道模式下某类服装商品线上零售价
p s 双渠道模式下某类服装商品线下零售价
h s 消费者线下购买成本( 0 < h s ≤ h ¯ s)
注: h ¯ s为 h s的上限
h o 消费者线上购买成本
s 服装零售商线下体验服务水平( s ≥ 1)
b 线下渠道相对于BOPS的不便利程度( 0 < b < 1)
h BOPS服务单位处理成本
r 交叉销售单位利润
η 线下体验服务成本系数[19]
U ij i零售模式下 j渠道的消费者效用
D ij i零售模式下 j渠道的消费者需求
∏ i i零售模式下服装零售商的总利润

图3

双渠道模式下服装消费者的渠道选择"

图4

新零售模式下服装消费者效用分布"

图5

新零售模式下服装消费者渠道选择"

图6

双渠道模式下服装零售商总利润变化"

图7

线上信任程度与线下体验服务水平对零售商总利润的影响"

图8

BOPS不便利程度与线上信任程度对零售商总利润的影响"

图9

BOPS不便利程度与线下体验服务水平对零售商总利润的影响"

[1] 王宝义. “新零售”的本质、成因及实践动向[J]. 中国流通经济, 2017, 31(7):3-11.
WANG Baoyi. The essence, causes and practical trends of "new retail"[J]. China Business and Market, 2017, 31(7):3-11.
[2] 赵树梅, 徐晓红. “新零售”的含义、模式及发展路径[J]. 中国流通经济, 2017, 31(5):12-20.
ZHAO Shumei, XU Xiaohong. The meaning, model and development path of "new retail"[J]. China Business and Market, 2017, 31(5):12-20.
[3] DARRELL R. The future of shopping[J]. Harvard Business Review, 2011, 89(12):64-82.
[4] 邵鹏, 梁杰. 新零售时代服装品牌商的全渠道融合模式[J]. 纺织学报, 2020, 41(1):150-157.
SHAO Peng, LIANG Jie. Research on omnichannel integration model of clothing brands in new retail era[J]. Journal of Textile Research, 2020, 41(1):150-157.
[5] 徐印州, 林梨奎. 新零售的产生与演进[J]. 商业经济研究, 2017(15):5-8.
XU Yinzhou, LIN Likui. The emergence and evolution of new retail[J]. Journal of Commercial Economics, 2017(15):5-8.
[6] CAO J, SO K C, YIN S. Impact of an"online-tostore"channel on demand allocation,pricing and profitability[J]. European Journal of Operational Research, 2016, 248(1):234-245.
doi: 10.1016/j.ejor.2015.07.014
[7] GALLINO S, MORENO A. Integration of online and offline channels in retail: the impact of sharing reliable inventory availability information[J]. Management Science, 2014, 60(6):1434-1451.
doi: 10.1287/mnsc.2014.1951
[8] GAO F, SU X. Omnichannel retail operations with buy-online-and-pickup-in-store[J]. Management Science, 2016, 63(8):2478-2492.
doi: 10.1287/mnsc.2016.2473
[9] 孔瑞晓, 官振中, 罗利. 基于BOPS的全渠道供应链结构研究[J]. 管理学报, 2019, 16(7):1072-1080.
KONG Ruixiao, GUAN Zhenzhong, LUO Li. Research on the structure of omni-channel supply chain based on BOPS[J]. Chinese Journal of Management, 2019, 16(7):1072-1080.
[10] 刘金荣, 徐琪, 陈啟. 考虑网络退货和渠道成本时全渠道BOPS定价与服务决策[J]. 中国管理科学, 2019, 27(9):56-67.
LIU Jinrong, XU Qi, CHEN Qi. Omni-channel BOPS pricing and service decisions considering online returns and channel costs[J]. Chinese Journal of Management Science, 2019, 27(9):56-67.
[11] CHATTERJEE P, KUMAR A . Consumer willingness to pay across retail channels[J]. Journal of Retailing & Consumer Services, 2016, 34(1):264-270.
[12] 金亮, 张旭梅, 但斌, 等. 交叉销售下“线下体验+线上零售”的O2O供应链佣金契约设计[J]. 中国管理科学, 2017, 25(11):33-46.
JIN Liang, ZHANG Xumei, DAN Bin, et al. Commission contract design of O2O supply chain with "offline experience + online retail" under cross-selling[J]. Chinese Journal of Management Science, 2017, 25(11):33-46.
[13] 刘振, 宋寒, 代应, 等. “新零售”背景下的电商企业渠道决策:基于体验店服务水平与市场需求[J]. 财会月刊, 2020(8):115-122.
LIU Zhen, SONG Han, DAI Ying, et al. E-commerce enterprise channel decision under the background of "new retail": based on experience store service level and market demand[J].Finance and Accounting Monthly, 2020(8):115-122.
[14] 黄孟丽, 张玉林. 新零售背景下考虑渠道偏好和需求迁移的零售供应链决策研究[J]. 工业工程与管理, 2021, 26(3):32-39.
HUANG Mengli, ZHANG Yulin. Research on retail supply chain decision-making considering channel preference and demand migration under the background of new retail[J]. Industrial Engineering and Management, 2021, 26(3):32-39.
[15] 范辰, 张琼思, 陈一鸣. 新零售渠道整合下生鲜供应链的定价与协调策略[J]. 中国管理科学. DOI: 10.16381/j.cnki.issn1003-207x.2019.1037.
doi: 10.16381/j.cnki.issn1003-207x.2019.1037
FAN Chen, ZHANG Qiongsi, CHEN Yiming. Pricing and coordination strategies of fresh food supply chain under the integration of new retail channels[J]. Chinese Journal of Management Science. DOI: 10.16381/j.cnki.issn1003-207x.2019.1037.
doi: 10.16381/j.cnki.issn1003-207x.2019.1037
[16] BELL D R, GALLINO S, MORENO A. How to win in an omnichannel world[J]. Mit Sloan Management Review, 2014, 56(1):45-53.
[17] 刘家国, 周笛, 刘咏梅, 等. 搭便车行为影响下制造商渠道选择研究[J]. 系统工程学报, 2014, 29(6):813-823.
LIU Jiaguo, ZHOU Di, LIU Yongmei. Study on manufacturer channel selection under the influence of free-riding behavior[J]. Journal of Systems Engineering, 2014, 29(6):813-823.
[18] CHIANG W Y K, CHHAJED D, HESS J D. Direct marketing, indirect profits: a strategic analysis of dual-channel supply-chain design[J]. Management Science, 2003, 49(1):1-20.
doi: 10.1287/mnsc.49.1.1.12749
[19] TSAY AA, AGRAWAL N. Channel dynamics under price and service competition[J]. Manufacturing & Service Operations Management, 2000, 2(4):372-391.
[20] MUTH J F . Rational expectations and the theory of price movements[J]. Econometrica, 1961, 29(3):315-335.
doi: 10.2307/1909635
[21] 刘咏梅, 周笛. 实行BOPS模式是否总是有益的:与传统双渠道的对比研究[J]. 运筹与管理, 2018, 27(2):168-177.
LIU Yongmei, ZHOU Di. Is it always beneficial to implement the BOPS model: a comparative study with traditional dual channels[J]. Operations Research and Management Science, 2018, 27(2):168-177.
[1] 邵鹏, 梁杰. 新零售时代服装品牌商的全渠道融合模式[J]. 纺织学报, 2020, 41(01): 150-157.
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
京ICP备14006648号　 京公网安备11010502044800号
版权所有 © 2021 《纺织学报》编辑部
地址： 北京市朝阳区延静里中街3号主楼6层《纺织学报》杂志社　邮政编码：100025　
电话：010-65017711,65917740　传真：010-65016539　Email:fangzhixuebao@vip.126.com
本系统由北京玛格泰克科技发展有限公司设计开发