基于消费行为的鞋类产品综合评价方法

doi:10.19677/j.issn.1004-7964.2021.01.015

皮革科学与工程 ›› 2021, Vol. 31 ›› Issue (1): 75-78.doi: 10.19677/j.issn.1004-7964.2021.01.015

基于消费行为的鞋类产品综合评价方法

侯科宇^1,3, 李晶晶^1,3, 周晋^1,3,4,*, 何有节^1,2,*

1.四川大学制革清洁技术国家工程研究中心,四川成都 610065;
2.四川大学皮革化学与工程教育部重点实验室,四川成都 610065;
3.温州鞋革产业研究院,浙江温州 325000;
4.浙江红蜻蜓鞋业股份有限公司,浙江温州 325000

收稿日期:2020-07-20 上线日期:2021-03-02
通讯作者: *周晋,Email: zj_scu@qq.com;何有节,E-mail:572805914@qq.com。
作者简介:侯科宇,四川大学2018级轻工技术与工程硕士生, E-mail:625368881@qq.com。
基金资助:
国家自然科学基金(31700813); 中国博士后科学基金(2015M571896)

Comprehensive Evaluation Method of Footwear Products Based on Consumer Behavior

HOU Keyu^1,3, LI Jingjing^1,3, ZHOU Jin^1,3,4,*, HE Youjie^1,2,*

1. National Engineering Research Center of Clean Technology in Leather Industry, Sichuan University,Chengdu 610065, China;
2. The Key Laboratory of Leather Chemistry and Engineering Ministry of Education,Sichuan University, Chengdu 610065, China;
3. Research Institutes of Leather and Footwear Industry of Wenzhou, Wenzhou 325000, China;
4. Zhejiang Red Dragonfly Shoes Co. LTD,Wenzhou 325000, China

Received:2020-07-20 Published:2021-03-02

摘要/Abstract

摘要： 销售数据是目前评估产品在零售门店表现且运用最广泛的指标之一,由此决定产品的库存管理和营销策略。目前研究还缺乏基于消费者消费行为的产品反馈,产品收益和存销转化综合评价方法。因此,本研究建立了一套线下门店的鞋产品的评价方法,并做了实证研究验证该方法的有效性。首先对关注数、销售数、试穿数、单价和存销比这五项数据进行标准化计算,利用雷达图和面积公式建立直观的定量评价模型。通过春季期间采集的数据,分析出了门店兼有高销量、高关注、高单价和高转换率特性的鞋品类。结果表明,该时段该门店综合表现最佳的产品品类是休闲鞋。该方法通过更全方位的分析,为制定鞋类产品营销策略计划提供了更可靠的依据,为门店带来了更高的收益。

关键词: 线下零售, 消费行为, 评价模型, 雷达图, 销售潜力

Abstract: Sales data is currently one of the most widely used indicators to evaluate the performance of products in retail stores, which determines product inventory management and marketing strategies. Current research still lacks comprehensive evaluation methods of product feedback, product revenue and inventory-sale conversion based on consumer behavior. Therefore, this study established a set of evaluation methods for shoe products in offline stores, and conducted empirical research to verify the effectiveness of the method. Firstly, we carried out standardized calculations on the five data, including attention number, sales number, try-on number, unit price and stock-to-sale ratio, and established an intuitive quantitative evaluation model using radar chart and area formula. Then, by analyzing the data collected during the spring, we obtained shoe categories with high sales, high attention, high unit price and high conversion rate. The results showed that the best overall product category for the store during this period was casual shoes. Through a more comprehensive analysis, this method provided a more reliable basis for formulating a marketing strategy plan for footwear products, and brought higher revenue to the store.

Key words: offline retail, consumer behavior, evaluation model, radar chart, sales potential

中图分类号:

TS943
F740

侯科宇, 李晶晶, 周晋, 何有节. 基于消费行为的鞋类产品综合评价方法[J]. 皮革科学与工程, 2021, 31(1): 75-78.

HOU Keyu, LI Jingjing, ZHOU Jin, HE Youjie. Comprehensive Evaluation Method of Footwear Products Based on Consumer Behavior[J]. Leather Science and Engineering, 2021, 31(1): 75-78.

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基于消费行为的鞋类产品综合评价方法

Comprehensive Evaluation Method of Footwear Products Based on Consumer Behavior

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[1]	侯科宇, 谭雪玲, 周晋, 何有节, 徐威. 鞋类门店的消费者产品需求属性研究[J]. 皮革科学与工程, 2020, 30(5): 52-56.
[2]	何金枝, 梁丽莎, 侯科宇, 徐威, 周晋. 线下鞋类门店产品关注度数据采集系统的设计及实证研究[J]. 皮革科学与工程, 2020, 30(1): 64-67.
[3]	宋影;李浪;范浩军;周晋;徐波;吴建欣;. 内销品牌与消费行为关联性研究[J]. , 2016, 26(01): 54-58.