周期性时尚服装供应链非对称信息下的定价及激励机制研究

项目名称： 周期性时尚服装供应链非对称信息下的定价及激励机制研究

项目编号： No.71202066

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 工商管理

项目作者： 周建亨

作者单位： 东华大学

项目金额： 21万元

中文摘要： 针对时尚服装供应链周期性突出、客户导向明显的特点及国际市场外需不甚明朗、内销时尚需求增加的背景，本项目综合运用博弈论、委托代理理论、信息经济学、供应链协调理论，将不同时尚周期供应链成员的私有信息、客户理性消费行为所引发的订货、定价、资源配置的连锁反应都归为服装供应链非对称信息博弈，为引入其应对机制提供新的理论依据；通过基于服装流行周期时尚指数引入、分阶段非对称信息特征识别、面向时尚周期的激励机制设计、面向理性消费行为的订货、定价策略研究，在理论上进一步深化供应链协调管理方法，有助于揭示消费者行为复杂性对供应链绩效的影响，推进国内服装供应链协调理论等领域的研究；在实践上为我国服装企业增加产品附加值，巩固和提升行业竞争力提供切实可行的运营策略，降低时尚周期变化带来的风险，有效改善供应链重新定位及拉动需求、品牌化运作的能力，这对于我国服装企业面临的迫切需要解决的问题具有重要的研究意义和应用价值。

中文关键词： 时尚服装供应链；非对称信息博弈；激励机制；协调策略；

英文摘要： A fashion apparel supply chain has significant periodic and apparent customer-oriented characteristics, with the background of unclear international market demand and increasing domestic demand. Contraposing the above problem, this program integrate applies Game Theory, Principal-agent Theory, Economics of Information and Supply Chain Coordination Theory, ascribes the circular response (of inventory, pricing and resource allocation influenced by the supply chain members' private information and strategic customer behavior in different fashion cycle) to an asymmetric information game in fashion apparel supply chain, presenting new theoretical basis for response mechanisms. By introducing the fashion index of popularity-life cycle, designing an incentive mechanism to the fashion cycle and proposing the ordering and pricing strategies based on rational purchase behavior, the supply chain coordination management methods are theoretically further enhanced, which not only reveals the influence of complexity of purchase behavior on the performance of supply chain, but also promotes the research in fields of clothing supply chain coordination. In practical level, this article aims to increase extra value of products for domestic clothing enterprises, to consolidate and enhance competitiveness of the companies, to provid

英文关键词： Fanishing Apparel Supply China；Asymmetric Information game；Incentive Mechanism；Coordination Strategy；