C 珠宝公司门店补货策略研究
分类号学校代码10590
U D C 密级公开
深圳大学硕士学位论文
C 珠宝公司门店补货策略研究
周觅
学位类别工商管理硕士
专业名称工商管理
学院（系所）管理学院
指导教师牛奔教授
II
C 珠宝公司门店补货策略研究
摘要
改革开发以来，我国经济迅猛发展，国民可支配收入连年递升，珠宝零售行业迎来了
重大机遇与挑战。如何在保持门店库存存货充足、保证畅销款的铺货率与产品的曝光率的
前提下，将门店的周转控制在一定水平避免过度铺货导致企业库存成本增加，是零售企业
重要的课题。
本文以C 珠宝公司作为研究对象，分析C 公司在不同的时代环境下门店补货排期策略
演变的过程。原有门店补货排期策略已经变得渐渐不再适合C 公司的发展速度，C 公司需
要将门店补货排期策略优化的需求愈发强烈。
本文运用案例分析法，选取C 珠宝公司作为研究对象。首先，基于C 公司日常业务需
求，在制定补货策略时需考虑新开店货品需求、日常门店货品需求、保证门店形象升级以
及营销推广策略等公司活动的货品需求；其次，利用ABC 分类法，结合C 公司的实际现
状，重新制动门店排期以畅销款的标准；最后，通过将门店补货策略应用到日常门店补货
排期中，并融入进KPI 考核，将新的补货策略贯彻到实处。
C 珠宝公司作为国内珠宝龙头公司，本文在前人研究的基础上，选择C 公司作为研究
对象，通过对C 公司以及同行业的发展分析，对C 公司补货现状和存在的问题进行概况梳
理，并提供补货优化的相关建议。其先进经验具有一定的推广价值，而研究成果也同样具
有一定的借鉴意义。
关键词：珠宝零售；门店补货；ABC 分类法；线性规划
I
Research on Replenishment Strategy of C Jewelry Company
Abstract
Since the reform and development,China's economy has developed rapidly,and the national
disposable income has increased year by year,which has brought great opportunities and
challenges to the jewelry retail industry.How to maintain store inventory,ensure the distribution
rate of best-selling models and product exposure,and control the turnover of stores at a certain
level to avoid the increase of enterprise inventory cost caused by excessive distribution is an
eternal topic for retail enterprises.
Taking C jewelry company as the research object,this paper analyzes the evolution process of
replenishment strategy of C company in different times and environments.Under the background
of the times,the original replenishment strategy has gradually become no longer suitable for the
development speed of C company,and C company is more and more willing to optimize the
replenishment strategy.
Using the method of case analysis,this paper selects C jewelry company as the research object.
Firstly,based on the daily business needs of company C,when formulating the replenishment
strategy,it is necessary to consider the goods demand of the company's activities such as the new
store,the daily store,ensuring the store image upgrade and marketing promotion strategy;
Secondly,using ABC classification method,combined with the actual situation of company C,
rebreak the store scheduling to the standard of best-selling models.Finally,by incorporating the
replenishment strategy evaluation criteria into the routine duties and the KPI assessment of
replenishment colleagues,we can implement the new replenishment strategy.
C jewelry company is a leading jewelry company in China.Based on previous studies,this paper
selects C company as the research object.Through the development analysis of C company and
the same industry,this paper summarizes the replenishment status and existing problems of C
company,and provides relevant suggestions for replenishment optimization.Its advanced
experience has a certain promotion value,and the research results also have a certain reference
significance.
Key word ：Jewelry retail ；Replenishment ；ABC Classification method ；Linear
Programming
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C 珠宝公司门店补货策略研究
目录
摘要..................................................................I
Abstract ............................................................II
1绪论................................................................1
1.1研究背景.......................................................1
1.1.1国内概况...................................................1
1.1.2行业概况...................................................1
1.1.3C 公司概况..................................................2
1.2研究目的与意义.................................................2
1.3研究内容及研究方法.............................................3
1.3.1研究内容...................................................3
1.3.2研究方法...................................................4
2理论概述............................................................6
2.1存货管理理论综述...............................................6
2.1.1存货及存货管理理论..........................................6
2.1.2ABC 分类法...................................................8
2.2数据分析理论综述...............................................9
2.3线性规划基本理论...............................................10
3C 公司补货排期现状以及问题分析......................................12
3.1C 公司行业环境变化分析..........................................12
3.1.1整体环境变化...............................................12
3.1.2商业环境变化...............................................14
3.2C 公司概况.....................................................17
3.2.1C 公司门店基本概况..........................................17
3.2.2C 公司产品部门概况..........................................21
3.3C 公司门店补货现状..............................................21
C 珠宝公司门店补货策略研究
3.3.1C 公司补货概况..............................................21
3.3.2门店补货排期...............................................24
3.3.3门店补货策略...............................................25
3.4C 公司门店补货策略问题分析......................................26
3.4.1门店实际补货排期结果不合理.................................26
3.4.2忽视城市差异性导致排店偏差.................................27
4C 公司补货策略优化方案..............................................29
4.1补货策略需保证需求.............................................29
4.1.1保证新开门店货品需求........................................29
4.1.2保证门店存货充足............................................30
4.1.3保证形象升级门店货品需求....................................30
4.1.4保证不同营销策略推广货品需求................................31
4.2补货策略需考虑因素.............................................31
4.2.1门店维度..................................................31
4.2.2货品维度..................................................32
4.3基于ABC 分类法的门店补货排期策略优化...........................34
4.4基于线性规划的门店补货排期策略模型.............................36
4.4.1门店补货排期问题及模型假设.................................36
4.4.2建立线性规划模型..........................................36
5基于优化方案的C 公司补货排期建议与实施.............................39
5.1线性规划模型计算门店补货排期策略最优解.........................39
5.2基于最优解每日补货门店排期建议.................................40
5.3基于门店补货建议的门店补货评核新指标............................40
5.3.1门店周转..................................................40
5.3.2门店销售额................................................41
5.3.3畅销款缺货率..............................................42
5.3.4日常补货考核...............................................43