面向策略消费者的时尚产品定制服务运营管理研究

项目名称： 面向策略消费者的时尚产品定制服务运营管理研究

项目编号： No.71501037

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 李庆颖

作者单位： 东华大学

项目金额： 17.4万元

中文摘要： 随着个性化时代的到来，消费者对时尚产品的需求已从单纯的功能性产品逐渐转变为个性化定制产品。同时，时尚产品极强的时效性导致消费者对定制时间极为敏感，定制时间的长短对消费者是否选择定制有至关重要的作用。本项目将研究这类消费者博弈选择行为下时尚产品定制服务运营管理决策。本项目以定制服务运营管理为核心研究问题，以策略消费者博弈选择行为为切入点，选取时尚行业常见的三个问题（服务信息的传递方式、模块化生产方式、异质消费者）为建模要素，分别研究在三种设置下策略消费者的博弈均衡及相应的最优服务运营策略。本项目将综合运用博弈论、排队论、优化理论等理论研究方法，以及模拟仿真、数值实验等数值研究方法。从理论上，本项目的研究成果将丰富策略消费者行为理论、排队理论、最优化理论、以及运营管理理论；从实践上，本项目的研究成果将为时尚行业提供在面向策略消费者时应该采用的服务运营策略，促进时尚行业科学、健康发展。

中文关键词： 定制服务运营；策略消费者；时尚产品；排队论

英文摘要： Personalization is the trend of modern fashion. Fashion consumers are more likely to purchase a customized product rather than a simple functional product. On the other hand, fashion trend changes rapidly, which makes the customers be highly delay sensitive. The expected waiting time is the key factor for customers’ purchase decisions. This proposal aims to investigate the service customization management with such delay-sensitive customers. Specifically, we consider the service customization management of fashion products with strategic customers, which are delay sensitive. We will establish three service customization management models by considering three real-life factors in fashion customization industry: service information delivery, modularization, and heterogeneous customers. In each model, we aim to investigate customers’ equilibrium strategy, and then the optimal service customization management policy. We will use game theory, queueing theory, together with optimization theory to establish the theoretical model, and we will also use simulation and numerical experiment to test the theoretical results. Theoretically, this research will enrich the research fields like strategic customer behavior theory, queueing theory, optimization theory, and operations management theory. In practice, this research will provide service customization management suggestions as well as develop guidelines for fashion industry.

英文关键词： service customization;strategic customers;fashion products;queueing