纺织学报 ›› 2017, Vol. 38 ›› Issue (05): 157-162.doi: 10.13475/j.fzxb.20160507206

• 管理与信息化 • 上一篇    下一篇

品牌服装双营销渠道竞争与合作模型构建及应用

  

  • 收稿日期:2016-05-30 修回日期:2016-12-19 出版日期:2017-05-15 发布日期:2017-05-16

Competition and cooperation model construction and application in dual marketing channel for brand apparel

  • Received:2016-05-30 Revised:2016-12-19 Online:2017-05-15 Published:2017-05-16

摘要:

针对服装企业线下营销渠道和线上营销渠道共同销售的特点,运用微分方程理论构建双重渠道间竞争与合作模型(以下简称为竞合模型),推导出带有竞合系数的线上线下销量数学模型。以优衣库和秋水伊人品牌双渠道销量作为实证数据。结果表明:以门店模式为策略的优衣库及以改良模式为策略的秋水伊人渠道双方都处于合作共赢状态,竞合模型能客观衡量品牌服装线上线下渠道竞争与合作关系。最后,结合模型预测作出优衣库和秋水伊人的双渠道销量趋势图,分析服装企业线上线下渠道融合策略,为品牌服装企业探讨双渠道整合管理供参考。

关键词: 牌服装, 营销渠道, 双渠道, 竞合模型, 实证分析

Abstract:

For apparel enterprises'lffline and online marketing channels for joint sale, competition and cooperation model within dual-channel was built by using the theory of differential equation (hereinafter referred as coefficient model) and the mathematical model of online and offline sales with cooperation coefficient was deduced. The dual-channel sales of Uniqlo and Qiushuiyiren were used as the empirical data. The results show that both of store model for the policy of Uniqlo and improved model for the policy of Qiushuiyiren are in a state of win-win cooperation. The coopetition model can measure the competition and cooperation relationship under online and offline channels of the brand chothing objectively. Finally the dual-channel sales trend graphs of Uniqlo and Qiushuiyiren was combined with the model forecast to analyze the integration strategy for apparel enterprises with online and lffline channels so as to provide reference for brand apparel enterprises during dual-channel integration management.

Key words: brand apparel, marketing channel, dual-channel, competition and cooperation model, empirical study

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