我国童装企业经营模式的发展探究

发布时间：2018-03-24 14:32

本文选题：童装企业　切入点：经营模式　出处：《陕西科技大学》2013年硕士论文

【摘要】：我国童装企业在发展过程中经历着起步落后，国外大品牌夹击等问题，在这样的激烈竞争下，童装企业仍然迫切的希望建立自己的品牌，增加市场的占有率，提高企业的效益。这些企业应该怎样通过企业经营模式的改变来实现自己的发展目标，进行设计的不断创新，产品的质量不断提高等问题是本文研究的重点。本文通过对企业经营模式的理论研究，分析不同经营模式的利弊，并对我国目前童装市场进行深刻的分析，从产业结构的不合理，产品质量的不过关，消费人群行为的改变等方面总结了我国童装市场的现状：发展潜力仍然很大，但大多数企业属于无品牌竞争，代工生产的情况仍在继续着，很多企业在激烈的竞争中努力挣扎。沿海的童装企业普遍有着区域发展的优势，但是很少有企业可以充分的利用这种地理优势，企业与企业间的合作欠缺，使得交流缺乏，基本属于独立发展的状态。根据实例对我国目前童装企业的经营模式进行了介绍，主要有区域产业品牌化，依托成衣企业发展、代工企业转变三种主要的经营模式，在这三种经营模式的企业中，有发展较为成功的童装企业，但是中国的童装企业众多，，并不是所有的企业都适合这样的经营模式。在中国童装市场发展的黄金期，我国的童装企业还可以进行怎么样的经营模式转变，为什么外来的童装品牌可以在中国的市场上赢得消费者的青睐，我们应该从中学习到哪些成功的经验；怎么样进行我们自己的虚拟化童装经营，来提高生产的效率；利用产业集群的资源优势怎样快速发展自己的企业规模；最后怎么不断的加深产品的差异性，来满足市场上不同顾客的购买需求，在本文中都进行了详细的描述。这几种企业的经营模式都是结合了经营管理类的相关理论知识，然后根据我国童装市场环境和童装企业自身的实际情况进行改进，以迎合当今快递发展的企业需求。当然任何的企业经营模式都不是完美的，所以在文中也提到了怎么正确的将这样的经营模式加以运用，而避免走弯路，达到事半功倍的效果。再好的理论都要经过实践的考验，在本文的最后根据广东佛山的乐天童装企业进行实际的企业经营模式改进。乐天童装企业经过十几年的发展后，已经达到了一定的企业规模，并且有自己独立的经营模式，但是随着企业的不断壮大，也出现了各种问题，生产线的生产力不足，产品创新度不够等问题，基于这些问题的产生，提出了适合乐天童装企业发展的企业经营模式，其中改变乐天童装传统的家庭经营模式，加强企业间的合作，共同承担风险，开设电子商务的网络销售系统，来达到降低企业成本，增加效益的目的。
[Abstract]:In the process of development of children's wear enterprises in our country, they are experiencing the problems of starting backward, foreign big brands clamping, and so on. Under such fierce competition, children's wear enterprises are still eager to establish their own brands and increase their market share. How should these enterprises realize their own development goal through the change of enterprise management mode, carry on the innovation of design and improve the quality of products is the focus of this paper. This paper analyzes the advantages and disadvantages of different business models through the theoretical study of business models, and makes a profound analysis of the current children's clothing market in China, from the irrational industrial structure and the unqualified quality of products. The changes in consumer behavior and other aspects summarize the current situation of China's children's clothing market: there is still great potential for development, but most enterprises are not brand competition, the contract production situation is still continuing. Many enterprises struggle in the fierce competition. Coastal children's wear enterprises generally have the advantage of regional development, but few enterprises can make full use of this geographical advantage, the lack of cooperation between enterprises, resulting in a lack of communication, It basically belongs to the state of independent development. According to the example, this paper introduces the current business model of children's wear enterprises in our country. It mainly includes regional industry brand, relying on the development of garment enterprises, and transforming three main business models of contract manufacturing enterprises. Among these three business models, there are more successful children's wear enterprises, but there are many children's wear enterprises in China, and not all enterprises are suitable for such a business model. In the golden period of the development of the children's wear market in China, China's children's clothing enterprises can also carry out what business model change, why foreign children's clothing brand can win the favor of consumers in the Chinese market, we should learn from the success of what experience; How to carry out our own virtualized children's clothing operation to improve the efficiency of production; how to use the resource advantages of industrial clusters to rapidly develop their own enterprise scale; and finally, how to deepen the differences of products. To meet the purchase needs of different customers in the market, we have described in detail in this paper. Then according to China's children's wear market environment and the actual situation of children's wear enterprises themselves to improve to meet the needs of today's express development enterprises. Of course, any business model is not perfect, So in the article also mentioned how to correctly use such a business model, and avoid detours to achieve twice the result with half the effort. No matter how good the theory is, it has to go through practical tests. At the end of this paper, according to the actual business model of the Lotte children's wear enterprise in Foshan, Guangdong Province, the actual business model has been improved. After more than ten years of development, the Lotte children's wear enterprise, Has reached a certain enterprise scale, and has its own independent business model, but with the continuous growth of enterprises, there are also a variety of problems, production line productivity is not enough, product innovation is not enough, and so on. Based on these problems, this paper puts forward an enterprise management model suitable for the development of Lotte children's wear enterprises, which changes the traditional family management mode of children's wear, strengthens the cooperation among enterprises, and takes risks together. Set up e-commerce network sales system to reduce enterprise cost and increase efficiency.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

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