服装企业O2O零售决策模型构建与实证分析.docVIP

服装企业O2O零售决策模型构建与实证分析 赵纹硕 王玲 李敏 孙田雨 杨以雄 东华大学服装与艺术设计学院 东华大学现代服装设计与技术教育部重点实验室 东华大学海派时尚设计及价值创造协同创新中心 X 关注成功！ 加关注后您将方便地在 我的关注中得到本文献的被引频次变化的通知！ 新浪微博 腾讯微博 人人网 开心网 豆瓣网 网易微博 摘????要： 针对服装企业O2O双渠道模式, 建立相关的零售决策模型, 探析了服装企业O2O零售运营能力与企业盈利水平的关系。通过文献研究及深度访谈梳理服装企业O2O零售决策指标及权重, 再构建基于系统动力学的O2O双渠道零售决策模型:定义了65个系统变量, 设置模型的假设条件, 应用Vensim软件绘制模型存量—流量图, 建立相关关系, 对模型进行确认和验证。模型仿真数据表明, 实证企业O2O零售运营能力与企业盈利水平正向相关。最后, 为提高实证企业的利润, 提出了提高零售渠道整合和线上、门店零售能力的若干方案。 关键词： 系统动力学; O2O; 服装; 零售; 决策; 作者简介：赵纹硕 (1994—) , 男, 硕士研究生, 研究方向为服装产业经济。 作者简介：杨以雄, 教授, yyx@。 收稿日期：2017-05-19 基金：上海高校知识服务平台 (海派时尚设计及价值创造协同创新中心) 资助项目 (13S107024) Modeling and empirical study of O2O retail decision-making in apparel enterprises ZHAO Wenshuo WANG Ling LI Min SUN Tianyu YANG Yixiong College of Fashion and Design, Donghua University; Abstract： Aiming at the O2 O dual channel mode in apparel enterprises, this paper established a retail decision-making model and explored the relationship between O2 O retail service level and profitability of apparel enterprises. Firstly, the relation between index weight and index variables of the model was determined through an expert interview and literature. Then, the O2 O dual channel retail decision-making model was established based on system dynamics theory: 65 system variables were defined; the assumptions were set; Vensim was used to draw the stock-flow graph; the correlativity was established; the model was confirmed and verified; the model was verified according to current situation of O2 O dual channel retail. Results showed that level of O2 O retail service was positively related to profitability; last, to improve the profitability of the case enterprise, this paper put forward several solutions to improve O2 O channel integration and online/office retail service level. Keyword： system dynamics; O2O; apparel; retail; decision; Received： 2017-05-19 O2O (online to offline和offline to online, 线上至线下或线下至线上) 是近年来新兴的一种商业模式。企业围绕消费者体验, 通过互联网技术带动线上、线下资源联动, 为顾客提供一体化服务[1]。 当前, 商品市场竞争激烈, 不