服装企业O2O零售决策模型构建与实证分析
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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。
Aiming at the O2O dual channel mode in apparel enterprises,this paper established a retail decisionmaking model and explored the relationship between O2O 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 O2O 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; thecorrelativity was established; the model was confirmed and verified; the model was verified according to current situation of O2O dual channel retail. Results showed that level of O2O retail service was positively related to profitability; last,to improve the profitability of the case enterprise,this paper put forward several solutions to improve O2O channel integration and online/office retail service level.
Aiming at the O2O dual channel mode in apparel enterprises,this paper established a retail decisionmaking model and explored the relationship between O2O 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 O2O 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; thecorrelativity was established; the model was confirmed and verified; the model was verified according to current situation of O2O dual channel retail. Results showed that level of O2O retail service was positively related to profitability; last,to improve the profitability of the case enterprise,this paper put forward several solutions to improve O2O channel integration and online/office retail service level.
引文
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[15]吴锦峰,常亚平,潘慧明.多渠道整合质量对线上购买意愿的作用机理研究[J].管理科学,2014,27(1):86-98.WU Jinfeng,CHANG Yaping,PAN Huiming.Impact of multichannel integration quality on online purchase intention and its mechanism[J].Journal of Management Science,2014,27(1):86-98.
[16]罗应婷,杨钰娟.SPSS统计分析从基础到实践[M].北京:电子工业出版社,2010:281-303.LUO Yingting,YANG Yujuan.SPSS from Foundation to Practice[M].Beijing:Publishing House of Electronics Industry,2010:281-303.
[17]吴锦峰,常亚平,侯德林.多渠道整合对零售商权益的影响:基于线上与线下的视角[J].南开管理评论,2016,19(2):170-181.WU Jinfeng,CHANG Yaping,HOU Delin.The impact of multichannel integration on retailer equity:an online and offline perspective[J].Nankai Business Review,2016,19(2):170-181.
[18]李旭.社会系统动力学-政策研宄的原理、方法和应用[M].上海:复旦大学出版社,2011:39-65.LI Xu.Social System Dynamics-Principles,Methods and Application of Policy Research[M].Shanghai:Fudan University Press,2011:39-65.
[19]石春乐,杨以雄,陈炜.基于时间竞争的快时尚产品开发流程建模与仿真[J].计算机集成制造系统,2016,22(2):492-500.SHI Chunle,YANG Yixiong,CHEN Wei.Modeling and simulation of fast fashion product development process based on time competition[J].Computer Integrated Manufacturing Systems,2016,22(2):492-500.
[20]SARGENT R G.Verification and validation of simulation models[J].Journal of Simulation,2013,7(1):12-24.
[2]王玲.服装O2O双渠道零售决策与协调[D].上海:东华大学,2017.WANG Ling.Dual-Channel Retail Decision and Coordination of Apparel Enterprise[D].Shanghai:Donghua University,2017.
[3]管荣伟.服装零售企业的O2O模式研究[J].纺织导报,2015(1):84-87.GUAN Rongwei.Study on the modes of online to offline for clothing retail enterprises[J].China Textile Leader,2015(1):84-87.
[4]殷红,邵兵家.我国零售业上市公司线上线下渠道整合现状分析[J].商业时代,2013(25):19-20.YIN Hong,SHAO Bingjia.Analysis on the status quo of O2O integration in China's retail listed companies[J].Commercial Times,2013(25):19-20.
[5]杨丽芳.O2O趋势下零售业顾客满意度评价体系构建[J].企业改革与管理,2014(16):107-108.YANG Lifang.On the construction of customer satisfaction evaluation system of retail industry under the trend of O2O[J].Enterprise Reform And Management,2014(16):107-108.
[6]钟永光,贾晓菁,钱颖,等.系统动力学[M].2版.北京:科学出版社,2013.ZHONG Yongguang,JIA Xiaojing,QIAN Ying,et al.System Dynamics[M].2nd Edi.Beijing:Science Press,2013.
[7]徐念,张彤,王渊,等.服装供应链系统动力学仿真[J].纺织学报,2015,36(4):153-158.XU Nian,ZHANG Tong,WANG Yuan,et al.Simulation of garment supply chain based on system dynamics[J].Journal of Textile Research,2015,36(4):153-158.
[8]IANNONE R,MARTINO G,MIRANDA S,et al.Modeling fashion retail supply chain through causal loop diagram[J].IFAC-Papers on Line,2015,48(3):1290-1295.
[9]韩伯棠.管理运筹学[M].4版.北京:高等教育出版社,2015:409.HAN Botang.Management Operation Research[M].4th Edi.Beijing:Higher Education Press,2015:409.
[10]曹尔黎.第三方B2B电子商务平台服务质量分析[J].商业研究,2010(6):213-216.CAO Erli.Service quality analysis of the third party B2B ecommerce platform[J].Commercial Research,2010(6):213-216.
[11]周明,李黎.我国实体店未来的经营模式与发展方向研究[J].中国市场,2014(43):60-62.ZHOU Ming,LI Li.Study on the future business model and development direction of Chinese entity stores[J].China Market,2014(43):60-62.
[12]周欣.体验型产品渠道冲突解决机制研究:基于O2O双渠道暗箱模型[J].新经济,2015(S1):42-44.ZHOU Xin.Research on channel conflict resolution mechanism of experiential products:based on O2O dual channel black box model[J].New Economy,2015(S1):42-44.
[13]陈耿冰.论物流企业如何提高客户服务水平[J].现代商贸工业,2016(18):34-35.CHEN Gengbing.On how to improve customer service level in logistics enterprises[J].Modern Business Trade Industry,2016(18):34-35.
[14]吴晓志,陈宏,张俊.考虑服务竞争的O2O供应链决策与协调[J].控制与决策,2015,30(8):1453-1461.WU Xiaozhi,CHEN Hong,ZHANG Jun.Decision-making and coordination in an O2O supply chian when service competes[J].Control and Decision,2015,30(8):1453-1461.
[15]吴锦峰,常亚平,潘慧明.多渠道整合质量对线上购买意愿的作用机理研究[J].管理科学,2014,27(1):86-98.WU Jinfeng,CHANG Yaping,PAN Huiming.Impact of multichannel integration quality on online purchase intention and its mechanism[J].Journal of Management Science,2014,27(1):86-98.
[16]罗应婷,杨钰娟.SPSS统计分析从基础到实践[M].北京:电子工业出版社,2010:281-303.LUO Yingting,YANG Yujuan.SPSS from Foundation to Practice[M].Beijing:Publishing House of Electronics Industry,2010:281-303.
[17]吴锦峰,常亚平,侯德林.多渠道整合对零售商权益的影响:基于线上与线下的视角[J].南开管理评论,2016,19(2):170-181.WU Jinfeng,CHANG Yaping,HOU Delin.The impact of multichannel integration on retailer equity:an online and offline perspective[J].Nankai Business Review,2016,19(2):170-181.
[18]李旭.社会系统动力学-政策研宄的原理、方法和应用[M].上海:复旦大学出版社,2011:39-65.LI Xu.Social System Dynamics-Principles,Methods and Application of Policy Research[M].Shanghai:Fudan University Press,2011:39-65.
[19]石春乐,杨以雄,陈炜.基于时间竞争的快时尚产品开发流程建模与仿真[J].计算机集成制造系统,2016,22(2):492-500.SHI Chunle,YANG Yixiong,CHEN Wei.Modeling and simulation of fast fashion product development process based on time competition[J].Computer Integrated Manufacturing Systems,2016,22(2):492-500.
[20]SARGENT R G.Verification and validation of simulation models[J].Journal of Simulation,2013,7(1):12-24.