“互联网+”口碑驱动下的快时尚供应链终端策略研究

In the era of “Internet Plus”, socialization and customer’s participation are playing a more important role in emerging fashion trends and creating value, which poses lots of challenges for the fast fashion apparel industry to shift from traditional industry towards new business mode. .Under the background of “Internet Plus” and community logic, the end market operation of the fast fashion apparel industry, which is driven by word of mouth, affect customer’s valuation through fashion word of mouth. Then it can encourage the real purchase to improve the performance of material flow and information flow in the whole supply chain, which therefore can improve production, ordering and market. .By studying the fast fashion supply chain, from the view of word of mouth under “Internet Plus”, this project summarizes the new characters of emerging and spreading methods of fashion under the booming commercial model as the result of fast fashion supply chain terminal strategy. The project will discuss the problem from the following aspects: the emerging and spreading of word of mouth, terminal driven of the fast fashion, precision advertising competition, and channel strategy. Moreover, this project will study the theories and methods of the fast fashion supply chain by investigating the promoting strategy of the fast fashion driven by word of mouth in the Internet, the model of precision advertising competition based on word of mouth, and the channel strategy of the fast fashion based on product experience. .Therefore, the successful completion of this project is expected to provide strong support to the hip clothing enterprises for them to adapt the fast development of internet and promote the overall revenue growth in the emerging e-commerce and supply chain management environment.

“互联网+”时代，时尚流行的形成和价值创造日益走向社会化和消费者参与，这对快时尚业向新的商业模式转型提出了诸多挑战。“互联网+”下口碑驱动的快时尚终端运营在重启社交红利时代的社群逻辑下，利用时尚口碑影响消费者的价值判断，并最终驱动真实消费从而支配整条供应链的物流和信息流流转，达到改善生产、订货及销售的目的。本项目以快时尚行业为研究对象，以“互联网+”口碑驱动为研究切入点，把新兴商务模式下时尚产生与传播方式变化所引发的新特征归结为快时尚供应链终端策略选择，从口碑形成与传播、时尚终端驱动、精准广告竞争、渠道布置等策略性博弈入手，通过网络口碑驱动的快时尚促销策略、基于口碑传递的精准广告竞争模型以及基于产品体验性的快时尚渠道策略等研究快时尚供应链终端运营的理论和方法，为“互联网+”环镜下的供应链管理提供决策支持。这对于提高时尚供应链在“互联网+”环镜下的运作效率，提升企业竞争力具有重要的指导意义

“互联网+”时代，时尚流行的形成和价值创造日益走向社会化和消费者参与，这对快时尚业向新的商业模式转型提出了诸多挑战。“互联网+”下口碑驱动的快时尚终端运营在重启 社交红利时代的社群逻辑下，利用时尚口碑影响消费者的价值判断，并最终驱动真实消费从而 支配整条供应链的物流和信息流流转，达到改善生产、订货及销售的目的。本项目以新的商务环境下的企业运营为研究对象，以“互联网+”口碑驱动为研究切入点，把新兴商务模式下时尚产生与传播方式变化所引发的新特征归结为快时尚供应链终端策略选择，从时尚产业的导入型研究入手，对策略型消费行为（包括炫耀心理、遗憾心理、后悔心理、支付痛苦钝化等进行建模），进一步讨论口碑形成与传播、时尚终端驱动 、精准广告竞争、渠道布置等策略性博弈入手，通过基于粉丝和普通人群口碑的信息披露策略、粉丝经济下品牌企业的信号传递策略以及基于销量和在线评论口碑的供应链竞争等模型，研究供应链运营的理论和方法，为“互联网+”环镜下的供应链管理提供决策支持。这对于提高供应链 在“互联网+”环镜下的运作效率，提升企业竞争力具有重要的指导意义。除此之外，本课题还把口碑扩展到信息价值驱动的供应链运营，包括信息不对称的双渠道供应链中制造商的定价决策，不对称信息下的供应链水平产能预留策略、基于贝叶斯信息更新的多期供应链信息甄别模型等。在国内外重要管理学期刊发表论文共34篇，其中SSCI/SCI共12篇，包括EJOR,IJPE,IJPR,JORS,ECRA等。进一步，把本课题理论研究的成果应用于企业实际，完成了相应的企业产学研项目，指导了针对消费者行为及口碑驱动的精准客户数据平台相关则规设计，得到企业好评，具有一定的应用前景。