考虑仿冒辨识度的服饰生产与定价策略  

Production and pricing strategy for clothing considering counterfeit identification

作　　者：孙琳琳 Sun Linlin(School of Management,Shandong Vocational University of Foreign Affairs,Weihai 264504,China)

机构地区：[1]山东外事职业大学管理学院,山东威海264504

出　　处：《纺织报告》2025年第3期30-32,共3页

基　　金：山东省社科联2023年度人文社会科学课题“时尚品生产与定价策略研究”(2023-ESDZ-123)。

摘　　要：消费者的仿冒辨识度和购买偏好影响品牌商的收益,文章考虑服饰市场的侵权行为,构建仿冒品出现前后的需求函数,以总利润最大化为目标,分析企业的最佳生产量和各阶段最优定价。通过灵敏度分析发现,若产品难以被仿冒且品牌时尚型消费群体比例高,销售前期企业应准备充足库存并适当提高售价,否则应降低售价,尽快出清库存。Consumer counterfeit identification and purchase preferences affect the brands’revenue.This paper considers the infringement in the clothing market,and constructs the demand function before and after the appearance of counterfeits.Aiming at maximizing the total profit,it analyzes the optimal production volume of enterprises and the optimal pricing at each stage.The sensitivity analysis found that if the product is difficult to be imitated and the proportion of brand fashion consumer groups is high,the enterprises should prepare sufficient inventory and appropriately raise the price,otherwise,the price should be reduced and the inventory should be cleared as soon as possible.

关 键 词：分段定价 生产策略 仿冒辨识度 品牌服饰 

分 类 号：TS941.11[轻工技术与工程—服装设计与工程]