基于销售的服装新产品市场测试模型

在面临全球化竞争及买方市场的压力下,成功的零售组织纷纷借助各种科学方法和手段对零售过程进行优化,并通过运用科学合理的市场测试来进行准确的销售预测。基于服装新产品的市场测试问题,提出一种新品测试的三步模型:1)商店聚类并获得组中心店;2)挑选测试商店;3)销售预测。并且,通过实际案例比较了该模型与服装公司现行方法的预测误差和成本,得出前者具有更优的效果。

Predicting model for new product marketing in fashion industry

In the face of globalized competition and buyer′s market,one after another successful retail organizations vie with each other to optimize their retail process by means of scientific methods and make exact sales projecting through scientific and rational market forecast.For projecting the sales of new garment products of the fashion industry,a three-step prediction model is proposed: 1) clustering of stores and determining the centre store of the group;2) choosing the stores for surveying;3) sales predicting.And through actual cases,a comparison between this model and the method now commonly used by the apparel company was made in respect to predicting error and cost,and it was found that this model is much better.