物流管理专业研讨会

（2017年第2期）

 

【时间】2017年5月31日（周三）19：00－21：00

【地点】经济管理学院4楼会议室

【主讲】周尔凤

【主题】A Two-Period Pricing Model for New Fashion Style Launching Strategy

【点评】张廷龙

【摘要】There is a trend in fashion product industry that firms launch new styles of their products more frequently. To investigate the optimal style launching strategy for a fashionfirm, we propose a two-period pricing model for a fashion product ?rm. The firm sells a style of products in thefirst period as well as that he may utilize three different strategies in the second period, i.e., (i) the N-Strategy: the firm does not launch a new style; (ii) the S-Strategy: the firm launches a new style and stops selling the previous one immediately; and (iii) the D-Strategy: the firm sells the new and old style simultaneously in the second period. Different from previous literatures, we incorporate the satiation effect of consumers in our model and try to analyze its impacts on the fashion firm's new product launching strategy. Specifically, we assume that a consumer occurs a certain mental book value cost x if he/she has already purchased a previous style of the same brand. Our main work is to illustrate in what condition and which one of the three strategies mentioned above is thefirm's best choice, as well as the firm's best optimal retail prices over the two periods underthem. Results show that a fashion firm's optimal launching strategy is mainly determined by the production cost and the consumer's mental book value. In detail, (i) when the consumer's mental book value and/or the production cost are relatively high, N-Strategy is the firm's optimal choice; (ii) when the consumer's mental book value is low and the production cost is high, S-Strategy is the best strategy; and (iii) when both the consumer's mental book value and the production cost are relatively low, the D-Strategy dominates the other two.

 

【主讲人介绍】周尔凤

Employment: 安徽师范大学经济管理学院

Research Interests: Customer Behavior, Operations Management