我国快速时尚品牌发展策略研究
发布时间：2018-07-14 17:06
【摘要】：快速时尚于十九世纪中期美国经济危机之后出现，跨越了三个世纪已经逐渐发展壮大。随着服装市场以卖家为主导的供求关系慢慢改变，满足消费者的诉求成为了各品牌的立足之本，快速时尚也转变为以大量客制化为主要目标的经营模式。当今中国国内民众收入结构两极分化严重，社会结构呈M型结构，民众消费结构也呈Z字状，即从极贵到廉价快速过度。而M型社会则直接导致了平价、时尚、款式多变又快速的快时尚品牌的崛起。伴随着我国经济的高速发展、对外开放，使得许多优秀国外品牌涌入中国市场，中国快时尚行业的市场竞争愈演愈烈，由原先的单一降价竞争变为款式，时尚，销售环境，供应链等的全新综合因素的竞争。在如此激烈的竞争之下中国本土企业如何突破重围？ 作者阅读和学习了国内外快速时尚品牌的相关优秀文章，从辨证的角度看问题。选用成功的快时尚品牌ZARA与来自国内的休闲服领军品牌美特斯.邦威进行深入的案例分析与市场对比。快速时尚模式追求的是长尾效应，，即是强调“个性化”、“客户力量”和“小利润大市场”，当充分把握消费者诉求，并且品牌设计、生产、宣传、物流、终端等步骤都能跟上这些诉求的时候，就实现了大量客制化的目标，这时将所有的小众市场累加起来就会形成一个比大众流行市场还要大的市场。知己知彼百战百胜，通过与国外成功快时尚企业的对比得出我国服装快时尚企业路在何方。 中国服装企业需加快整合自己的价值链，借鉴ZARA成功的商业模式，以有别于一般的品牌为核心的协同供应链运作方式，创造出具有自己特色的“中国快时尚模式”。本文结合实际，对我国发展快速时尚品牌的策略提出实用性建议，从产品开发步骤以及库存周转问题进行重点说明。希望像美邦这样的企业能够参考国际成功企业的经验，结合自身的条件努力创新，从而解决当今企业面临的库存、供应链管理中出现的问题，给企业注入更多的发展活力和动力。
[Abstract]:Rapid fashion emerged in the mid-19th century after the American economic crisis and has grown over three centuries. With the change of the relationship between supply and demand which is dominated by sellers in the clothing market, satisfying the demands of consumers has become the base of each brand, and the fast fashion has also changed into the management mode with a large number of customers as the main goal. At present, the income structure of Chinese people is polarized seriously, the social structure is M-type structure, and the consumption structure of the people is Z character, that is, from extremely expensive to cheap and rapid excessive. M-type society leads directly to the rise of fast fashion brands that are affordable, stylish, changeable and fast. With the rapid development of China's economy and opening to the outside world, many excellent foreign brands pour into the Chinese market. The market competition in China's fast fashion industry is becoming more and more intense, from the original single price reduction competition to the style, fashion and sales environment. Supply chain and other new comprehensive factors of competition. Under such fierce competition, how can Chinese local enterprises break through the siege? The author has read and studied the excellent articles about fast fashion brands at home and abroad and looked at the problems from the dialectical point of view. Select the successful fast fashion brand Zara and from the domestic casual wear leading brand Meters. Bonway carries on the thorough case analysis and the market contrast. The fast fashion mode pursues long tail effect, that is, emphasizing "individuation", "customer power" and "small profit market", which should fully grasp the demands of consumers, and brand design, production, publicity, logistics, When the terminal and other steps are able to keep up with these demands, the goal of mass customization is achieved, and when all the niche markets are added up, a market larger than the popular market is formed. Through the comparison with foreign successful fast fashion enterprises, we can find out where the fashion enterprises of our country are going. Chinese garment enterprises should accelerate the integration of their own value chain, draw lessons from Zara's successful business model, and create a "Chinese fast fashion mode" with their own characteristics by using the cooperative supply chain operation mode which is different from the common brand as the core. Based on the practice, this paper puts forward practical suggestions on the strategy of developing fast fashion brand in China, and explains emphatically the steps of product development and inventory turnover. It is hoped that enterprises such as Mupont can make reference to the experience of successful international enterprises and make efforts to innovate in combination with their own conditions, so as to solve the problems in inventory and supply chain management faced by enterprises today. Inject more development vigor and motive force to the enterprise.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274
本文编号：2122330
[Abstract]:Rapid fashion emerged in the mid-19th century after the American economic crisis and has grown over three centuries. With the change of the relationship between supply and demand which is dominated by sellers in the clothing market, satisfying the demands of consumers has become the base of each brand, and the fast fashion has also changed into the management mode with a large number of customers as the main goal. At present, the income structure of Chinese people is polarized seriously, the social structure is M-type structure, and the consumption structure of the people is Z character, that is, from extremely expensive to cheap and rapid excessive. M-type society leads directly to the rise of fast fashion brands that are affordable, stylish, changeable and fast. With the rapid development of China's economy and opening to the outside world, many excellent foreign brands pour into the Chinese market. The market competition in China's fast fashion industry is becoming more and more intense, from the original single price reduction competition to the style, fashion and sales environment. Supply chain and other new comprehensive factors of competition. Under such fierce competition, how can Chinese local enterprises break through the siege? The author has read and studied the excellent articles about fast fashion brands at home and abroad and looked at the problems from the dialectical point of view. Select the successful fast fashion brand Zara and from the domestic casual wear leading brand Meters. Bonway carries on the thorough case analysis and the market contrast. The fast fashion mode pursues long tail effect, that is, emphasizing "individuation", "customer power" and "small profit market", which should fully grasp the demands of consumers, and brand design, production, publicity, logistics, When the terminal and other steps are able to keep up with these demands, the goal of mass customization is achieved, and when all the niche markets are added up, a market larger than the popular market is formed. Through the comparison with foreign successful fast fashion enterprises, we can find out where the fashion enterprises of our country are going. Chinese garment enterprises should accelerate the integration of their own value chain, draw lessons from Zara's successful business model, and create a "Chinese fast fashion mode" with their own characteristics by using the cooperative supply chain operation mode which is different from the common brand as the core. Based on the practice, this paper puts forward practical suggestions on the strategy of developing fast fashion brand in China, and explains emphatically the steps of product development and inventory turnover. It is hoped that enterprises such as Mupont can make reference to the experience of successful international enterprises and make efforts to innovate in combination with their own conditions, so as to solve the problems in inventory and supply chain management faced by enterprises today. Inject more development vigor and motive force to the enterprise.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274
【参考文献】
相关期刊论文 前5条
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本文编号：2122330
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