全渠道模式下快时尚供应链O2O整合与协同优化研究

In the mobile Internet era, with the advantages of mobile interconnection across the geographical position and fragmentation time used, the omni-channel & O2O retailing is spreading almost to every industry to satisfy demand wherever and whenever it is. To face this growth and transform e-commerce into a meaningful business, the fast fashion retail industry is gradually shifting towards omni-channel & O2O retailing, which refers to providing a seamless shopping experience across stores and the online channel. ..However, the fast fashion omni-channel O2O is a novel mode of supply chain restructuring. Although most of retailers have seen substantial growth in their online revenues, the current landscape of omni-channel retailing is not well developed. There exists some gaps, such as the integration of channels, collaboration between online shopping and offline retailing, etc. ..By studying the fast fashion supply chain, this project will combine the omni-channel and O2O retailing mode to investigate the integration of online and offline channels in retail, such as layout with the optimal number of offline stores, order process optimization, and customer interaction. Moreover, this project will investigate profits allocation by applying the cooperative game theory. Furthermore, this project will build models of O2O inventory coordination and service coordination to explore their operation mechanisms by considering certain important factors in the fast fashion apparel industry, for instance, the uncertainty of demand, season, etc. The successful completion of this project is expected to provide strong support to the clothing enterprises for their adopting the omni-channel & O2O retailing to promote the overall revenue growth in the emerging e-commerce and supply chain management environment.

随着移动互联网的迅猛发展，全渠道环境下的O2O模式凭借移动互联跨地域、碎片化时间利用的优势而蔓延至各个领域，快时尚服装业即是当前传统行业向O2O转型中最为活跃的领域。然而，全渠道下快时尚O2O模式是新型供应链的重组。尽管当前快时尚业的O2O实践如火如荼，但存在着渠道及线上线下的整合与协同优化等诸多问题。本项目以快时尚供应链为研究对象，将全渠道和O2O两种模式有机融合，通过线下门店最优数量的布局及O2O客户互动整合等探讨全渠道下O2O资源整合策略；并通过合作博弈下全渠道收益分配方法的研究，揭示全渠道下O2O的合作机理。同时，通过快时尚服装产品O2O订货流程优化、时需变化下的O2O库存协同和O2O服务协同模型的建立，探究全渠道下快时尚供应链O2O协同机制及其优化方法。这对于提高时尚服装行业在全渠道下的O2O运作效率，提升企业在新兴电子商务环境下的竞争力具有重要的指导意义。

随着全渠道O2O模式的兴起，快时尚服装业成为传统行业向O2O转型中最为活跃的领域。然而，时尚服装O2O的运作存在着线上线下整合与协同等问题。本项目以快时尚供应链为研究对象，以全渠道下O2O运作为主线，研究了O2O渠道服务协同、全渠道BOPS/Showrooms线上线下融合策略、时尚服装定价与订货策略、共享库存等一系列理论模型和优化方法，取得到了相关的研究成果，研究有一定的创新性：.（1）从供应链O2O服务协同的视角，重点探讨了在O2O线上线下需求转移时基于服务的协同优化策略；并从网络退货的视角，揭示了O2O线下渠道方便退货可为商家带来效益的机制。.（2）研究中引入全渠道BOPS/Showroom模式，并考虑网络退货率和体验服务感知价值，分析品牌商开设BOPS渠道前后市场需求和盈利能力的变化；并提出销售价格不同组合下全渠道策略，扩展了全渠道基于服务融合的研究内容。.（3）不同于已有文献从快速响应、促销等方面对服装运营管理的探讨，本研究提出将时尚度、体验服务、促销努力作为影响参数，建立了考虑时尚度、打折促销等的时尚服装订货与定价联合决策模型，并考虑消费者保留价格对定价的影响，研究了时尚服装动态定价策略，丰富了已有时尚服装零售运营决策的研究。.（4）不同于常见的服装库存控制的研究，本研究将线上和线下库存共享作为一个整体系统来考虑，从线上线下库存转运和再分配的视角，探讨共享库存的最优订购量和转运价格。引入共享平台作为协调库存的第三方，考虑需求信息对平台库存共享的影响，结合信任度和惩罚机制，提出了新的共享库存的订货和库存再分配的协调策略，体现了研究内容和研究视角上的一定的创新。.本项目的研究进一步丰富了全渠道环境下O2O供应链运作管理的理论和方法，这对于进一步深化互联网+时代下的供应链O2O模式下的协同管理理论具有较重要的理论意义。同时，对于帮助时尚服装企业在实施O2O战略中，通过O2O线上线下协同销售渠道的优势，掌握时尚对服装需求的影响，制定优化的定价和订购策略，减少网购退换货率，提高时尚服装业在全渠道下的O2O运作效率，提升企业在新兴电子商务环境下的竞争力亦具有现实指导意义。