服裝行業的新品試銷策略研究 ——以F公司為例

The Study of New product Trial Sale Strategy in the Fashion Industry——Taking F Company as Example

杜徽(DU, HUI)

指導教授 ： 李榮貴

國立交通大學/管理學院/工業工程與管理系所/碩士(2015年)

https://doi.org/10.6842/NCTU.2015.00146

摘要

目前服裝行業暢銷品缺貨和非暢銷品大量庫存的矛盾越來越突出。因此，找到一種既可以滿足暢銷品不會缺貨，也不會導致非暢銷品堆積太多庫存的方法就顯得格外重要。一個較好的解決辦法就是進行新產品試銷（New Product Trial Sale），通過試銷，我們可以對那些賣的好的產品進行補貨以防止其缺貨的情況，而那些賣的相對不好產品也很容易能被處理掉不會堆積庫存。
本文通過研究個案公司F公司的實際銷售數據，提出了一套可以用於改進現有流程的簡單可行的方法，主要用於改進目前F公司在試銷過程中試銷首單量的確定、是否轉正的判斷、轉正後首單採購量的確定等問題，並通過寫程式進行了模擬計算，得到了不錯的效果。
基於F公司的個案，本文發展了一套系統性的試銷方法，並提出了如何在試銷結束後利用之前得到的數據，進行試銷方法的不斷優化與改進的過程，從而不斷地正向反饋，最後使得公司能有一個穩定有效的試銷系統。

關鍵字

服裝行業 ； 新產品試銷 ； 暢銷品缺貨 ； 非暢銷品庫存

並列摘要

Currently the conflicts between best sellers out of stock and slowest sellers with a large inventory are getting more and more sharp in fashion industry. Therefore, finding a method to solve these conflicts are particularly important. A good solution is to test market, which is also called new product trial sale. Through market testing, we can distinguish which are best sellers and which are slowest sellers.
In this paper, we discussed the actual sales data in F Company, which is a good case company. And we proposed a simple and effective method to improve the processes to calculate the number of first purchase in trial sale, whether to transform to normal sale and the number of first order after transformation. We use programing to simulate the processes and obtain good results.
Based on the case of F Company, we developed a systematic method of test marketing. And discuss how to use the data we collected after the trial sale to analyze and improve our system. Because of continuously positive feedback, the company can finally have a stable and effective test marketing system.

並列關鍵字

fashion industry ； New Product Trial Sale ； best sellers out of stock ； slowest sellers with a large inventory

參考文獻

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