关键词: 快速时尚, 改进设计, 供应链, 顾客战略行为

Abstract: Based on strategic consumer behavior, the value of fast-fashion improved design in retailers competition was studied. Through analyzing the asymmetric competition between traditional retailers and retailers with improved design capability, and game between retailers and strategic consumers, the equilibrium price decision of retailers was obtained. In the case of existing strategic consumer behavior, the impact of improved design on inventory and profit of retailers were developed. The research result showed that when the incremental cost of improved design was small, the value of improved design could be amplified by strategic consumer behavior; otherwise, the value of improved design could be reduced. Moreover, with strategic consumer behavior, retailers could make the profit increase maximally by introducing improved design with lower cost when the demand variance was high.

Key words: fast-fashion, improved design, supply chains, strategic consumer behavior, retailer competition