Research On Supply Chain Pricing For Strategic Consumers

Due to the increasing competition in the fashion apparel market environment and the trend of shortening the life cycle of fashion products,the demand for fashion apparel will fluctuate with the product cycle.Therefore,members of the fashion apparel supply chain need to further balance the relationship between demand and their respective interests through price strategy as an important lever.Each node of the supply chain serves as the main decision-making body.The pricing method under different decision-making modes will also have a differential impact on the final income.Fashion clothing has the characteristics of its own value passing quickly,low residual value at the end of the sales period,and fashionable individuality.Fashion apparel is changing at different stages of the life cycle,so the fashion index reflects its impact on the price strategy of different stages of apparel products.The fashion index is crucial to the role of the apparel market,and strategic consumers also have a critical impact on the market.Consumers' assessment of the value of apparel products will create inconsistencies,and demand will change accordingly,with a special impact on the pricing of fashion apparel supply chain.Consumers expect future prices to be lower and strategically postpone purchases.In the face of favorite products,consumers may not buy immediately,but wait patiently for discounts and pricing becomes more challenging.Therefore,the study considers the product fashion index and the strategic consumer's supply chain pricing more in line with the actual situation.This paper takes a fashion apparel supply chain as the research object,which is different from existing research literature on pricing mechanism,inventory strategy and supply chain management of strategic consumers,this study considers the potential impact of product's own fashion changes on consumer choice,and exploring supply.Discuss the pricing of members of the supply chain considering the fashion index in a centralized and decentralized decision-making model.First of all,for the secondary fashion apparel supply chain formed by a manufacturer and a retailer,the fashion index reflects the inconsistency of the fashion size of the apparel products.Considering that consumers influence the net utility of consumers due to the change of valuation with fashion index,and generate strategic waiting behavior,by establishing two profit models of supply chain,centralized decision and decentralized decision,this paper compares and analyzes the influence of fashion index on consumers' strategy,consumer demand and the pricing methods of each member of the supply chain.The extent,the consumer demand,and the impact of pricing methods among members of the supply chain.Secondly,considering the inclusion of both strategic consumers and short-sighted consumers in the apparel market,the construction needs are influenced by the proportion of strategic consumers.Analyze the impact of strategic consumer ratios on two-stage pricing mechanisms for manufacturers and retailers.Finally,we further compare the performance differences in fashion apparel supply chain when considering only strategic consumers and only short-sighted consumers.Through the numerical simulation research results,the paper draws the following three conclusions: First,the higher the fashion index of apparel products,the weaker the willingness of consumers to wait,and the higher the profit from the supply chain.At the same time,although high fashion index products can increase the profit of the supply chain system,it also expands the profit difference between the two modes of centralized and decentralized decision-making.Second,an increase in the proportion of strategic consumers can undermine the performance of the supply chain system.When the proportion of strategic consumers is small,retailers can set a higher first-stage price and offer a second-stage price with a relatively large price cut;when this ratio is large,retailers can set a lower first.Stage price,in the second stage,provides a relatively small price cut to prevent policy consumers from waiting.Third,when the market considers only consumers as short-sighted consumers,the supply chain profit is not affected by the fashion index.And compared with the supply chain system when only considering strategic consumers,the price change range and actual sales volume and profit are higher.The conclusions of this paper expand the existing pricing theories of fashion apparel supply chain management and strategic consumers,which have important guiding significance for the pricing of each member of the supply chain.