品牌战略下服装业协同销售服务（CSS）系统的设计与实现

发布时间：2018-05-11 07:07

本文选题：协同销售服务 + 品牌战略　；参考：《厦门大学》2008年硕士论文

【摘要】： 随着市场经济改革的推进与发展,世界经济一体化的格局逐渐加强,品牌的价值愈显突出,市场的竞争已经演变成了品牌的竞争,品牌已经成为赢得顾客忠诚和企业求得长期生存与成长的关键。与此同时,以信息产业为先导的新经济下,电子商务以信息技术的发展为契机,以互联网的普及为依托,在商业和贸易领域不仅深刻改变,甚至颠覆了传统的生产和经营方式。这些改变对现有的服务和消费模式产生深远影响的同时,对企业的经营模式和发展战略也提出了更高层次的挑战。本文结合对服装行业深入调查的结果,阐述了品牌的管理思想与策略,论证了结合电子商务来发展品牌是现代服装企业发展的必由之路,并以此为指导思想,定义品牌竞争力支撑模型。同时借鉴ERP,DRP,CRM的理念与设计,提出基于品牌战略的服装业协同销售服务(Cooperative Sales Service,简称CSS)的管理策略,实现从传统的以产品为中心,依靠低廉成本,低价销售占领市场的经营模式到以客户为中心,借助电子商务平台提供优质服务和一流管理来提升品牌竞争力的战略转变。基于品牌战略的服装业协同销售服务以提升品牌为核心目标,将消费者、商店、以及企业等通过销售和服务环节进行融合并统一计划和管理,实现以便捷销售、个性化服务和高效管理等方式提升品牌的目标。根据CSS的管理模式和软件工程的流程,本文还对企业进行深入的需求分析,设计科学合理的数据模型,采用具有安全可靠,维护方便,功能拓展容易等优点的N层架构开发CSS系统,完成了企业管理子系统,商店B2C销售平台,客户服务平台等CSS系统的三大组成部分,既有企业和商店之间B2B的模式,也有商店和消费者之间B2C的模式。其中,企业管理子系统负责品牌企业端的商品基础信息管理、处理企业和商店之间的业务来往以及来自客户服务平台的信息等;商店B2C销售平台的功能包括商店门户、实现网络销售等;客户服务平台是为贯彻品牌服务理念而建设的服务性平台,主要是负责为客户提供信息订阅,客户关怀等一系列个性化服务及商品验证,商品评价等公众功能。
[Abstract]:With the promotion and development of the market economy reform, the world economic integration pattern is gradually strengthened, the value of the brand is more prominent, the competition of the market has evolved into the brand competition. The brand has become the key to win the customer loyalty and the enterprise to obtain the long-term survival and growth. At the same time, the new economy is guided by the information industry, With the development of information technology as an opportunity and the popularity of the Internet, e-commerce is not only deeply changed in the field of Commerce and trade, but also subverts the traditional mode of production and management. These changes have had profound influence on the existing service and consumption patterns, and also put forward higher levels of business model and development strategy. The challenge of the second.
Based on the results of the in-depth investigation of the clothing industry, this paper expounds the management ideas and Strategies of the brand, demonstrates that the development of the brand is the only way for the development of modern garment enterprises, and uses this as the guiding ideology to define the brand competitiveness support model. At the same time, it draws on the concept and design of ERP, DRP and CRM, and puts forward the brand strategy based on the brand strategy. The management strategy of Cooperative Sales Service (CSS) in garment industry realizes the strategic change from traditional products centered, relying on low cost, low price sales and occupying market mode to customer centered, providing high quality service and first-class management with the help of e-business platform to improve brand competitiveness. Based on brand strategy, the collaborative sales service of clothing industry is to promote brand as the core goal, to integrate the consumer, store, and enterprise through the sales and service links and to unify the plan and management to achieve the goal of promoting the brand with convenient sales, personalized service and efficient management.
According to the management mode of CSS and the process of software engineering, this paper also makes an in-depth analysis of the needs of the enterprise, designs a scientific and reasonable data model, and uses the N layer with the advantages of security, reliability, maintenance and easy function to develop the CSS system. It has completed the enterprise management system, the store B2C sales platform, the customer service platform and so on CS The three major components of the S system include both the B2B model between the enterprise and the store, and the B2C mode between the store and the consumer, in which the enterprise management subsystem is responsible for the management of the basic information of the goods at the brand enterprise side, dealing with the business communication between the enterprises and the stores, and the information from the customer service platform; and the store B2C sales platform. Functions include store portal, network sales, and so on. The customer service platform is a service platform for implementing the concept of brand service. It is mainly responsible for providing information subscriptions for customers, customer care and a series of personalized services and commodity verification, commodity evaluation and other public functions.

【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TP311.52

【引证文献】