基于定性与定量混合方法的服装电商折扣策略研究

Research on Clothing E-Commerce Discount Strategy Based on Qualitative and Quantitative Mixed Methods

摘要: 本文使用了定量回归与定性比较分析的混合分析方法，探究某企业线上零售数据中折扣策略对销售收入的影响，发现了不同服装品类在不同销售时期的较优的折扣策略。研究发现，服装品类的时效性与销售时期会显著影响服装的最优折扣策略，并且与传统的只使用一种定量或是定性分析方法相比，混合方法的使用则可以使企业决策者及时地发现最优的折扣策略组合，更符合部分复杂问题的解决实际。

Abstract: This paper uses a mixed analysis method of quantitative regression and qualitative comparative analysis to explore the impact of discount strategies on sales revenue in the online retail data of a company, and finds that the discount strategies of different clothing categories in different sales periods are better. The results show that the timeliness and sales period of clothing categories will significantly affect the optimal discount strategy of clothing, and compared with the traditional quantitative or qualitative analysis method, the use of mixed methods can enable corporate decision-makers to discover the optimal combination of discount strategies in time, which is more in line with the solution of some complex problems.