S服装公司盈利模式案例分析
发布时间：2018-10-22 17:16
【摘要】：盈利是企业经营管理的焦点，也是企业生存发展的动力。然而很多企业虽然并不缺乏清晰的客户价值主张和难以复制的资源及流程，但却在增加利润上举步维艰，这种情况在我国的服装行业也同样存在。服装企业的生存发展问题和提高核心竞争力问题仍是事关服装市场长期稳定健康发展的重要课题。 近几年，随着国际经济环境的变化、服装产业升级和结构调整、服装生产成本的上升以及消费者需求的多样化和个性化，服装企业意识到创新和企业内外资源整合的重要性。在这种情况下，品牌建设与推广、设计创新与时尚化、营销网络建设、供应链整合等价值链环节的优化成为品牌服装企业的核心竞争力。在实现转折的关键时期，服装行业必须在盈利模式上进行深刻反思和艰辛探索研究。服装企业如何才能设计出成功的盈利模式，是本文研究的目的。S公司是集开发、设计、生产、销售和品牌运营为一体的综合性民营服装企业，近年来利润不断下滑。本文主要采用了实地调研和资料收集的研究方法，运用相关盈利模式理论和财务工具对S服装公司的盈利模式进行案例分析，并结合影响S公司盈利模式设计的因素以及其自身的特点来探讨S公司新的盈利模式。希望本论文的研究能为S公司更好地优化盈利模式提供思路，同时对其他服装公司在设计成功的盈利模式方面有参考作用。 首先，论文结合当前学术界对盈利模式、价值链的相关研究成果，详细阐述了盈利模式、价值链相关理论，为后面案例分析提供必要的理论铺垫和分析工具。 其次，在案例正文中，，对S公司的基本情况及其盈利模式做了详细的描述，并提出了S公司盈利模式存在的三大问题，即利润源竞争激烈、未能形成有力的利润杠杆及利润屏障薄弱等。 再次，在案例分析部分，对S公司盈利模式的要素利润源、利润杠杆、利润屏障进行了深入的分析，并结合其影响因素，提出了S公司盈利模式的优化建议，即利润源扩展到三四类市场的年轻消费者、重构与优化企业价值链以形成有力的利润杠杆、完善供应链系统以形成良好的利润屏障。 最后，得出S公司盈利模式的案例启示。希望本案例分析能够为S公司的长远发展提供有益参考，也为我国服装行业的健康发展提供一定的借鉴。
[Abstract]:Profit is the focus of enterprise management and the motive force of enterprise survival and development. However, although many enterprises do not lack clear customer value proposition and difficult to copy the resources and processes, but in increasing profits, this situation also exists in China's clothing industry. The survival and development of garment enterprises and the improvement of core competitiveness are still important issues related to the long-term stable and healthy development of clothing market. In recent years, with the change of the international economic environment, the upgrading and structural adjustment of garment industry, the rising of garment production cost and the diversification and individualization of consumer demand, garment enterprises realize the importance of innovation and integration of internal and external resources. In this case, brand construction and promotion, design innovation and fashion, marketing network construction, supply chain integration and other value chain optimization become the core competitiveness of brand clothing enterprises. In the critical period of turning point, the garment industry must deeply reflect on the profit model and explore and study hard. How to design a successful profit model is the purpose of this paper. S company is a comprehensive private garment enterprise which integrates development, design, production, sales and brand operation, and its profit has been declining in recent years. This paper mainly adopts the research methods of field investigation and data collection, using the relevant profit model theory and financial tools to carry on the case analysis to the S clothing company's profit model. Combined with the factors that affect S company's profit model design and its own characteristics, this paper discusses S company's new profit model. It is hoped that the research in this paper can provide ideas for S Company to better optimize the profit model and provide reference for other garment companies in designing successful profit models. First of all, combined with the current academic research on profit model and value chain, this paper elaborates the profit model and value chain theory, and provides the necessary theoretical foundation and analysis tools for the case analysis. Secondly, in the text of the case, the basic situation of S company and its profit model are described in detail, and three major problems of S company profit model are put forward, that is, the fierce competition of profit source. Failure to form a strong profit leverage and weak profit barriers. Thirdly, in the case analysis part, the paper makes a deep analysis of the profit source, profit lever and profit barrier of S company's profit model, and puts forward some suggestions for the optimization of S company's profit model combined with its influencing factors. That is to say, the profit source extends to young consumers in three or four kinds of markets, reconstructing and optimizing the enterprise value chain to form a powerful profit lever, and perfecting the supply chain system to form a good profit barrier. Finally, the case of S company profit model enlightenment. It is hoped that this case study can provide a useful reference for the long-term development of S Company and the healthy development of our country's garment industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.86
[Abstract]:Profit is the focus of enterprise management and the motive force of enterprise survival and development. However, although many enterprises do not lack clear customer value proposition and difficult to copy the resources and processes, but in increasing profits, this situation also exists in China's clothing industry. The survival and development of garment enterprises and the improvement of core competitiveness are still important issues related to the long-term stable and healthy development of clothing market. In recent years, with the change of the international economic environment, the upgrading and structural adjustment of garment industry, the rising of garment production cost and the diversification and individualization of consumer demand, garment enterprises realize the importance of innovation and integration of internal and external resources. In this case, brand construction and promotion, design innovation and fashion, marketing network construction, supply chain integration and other value chain optimization become the core competitiveness of brand clothing enterprises. In the critical period of turning point, the garment industry must deeply reflect on the profit model and explore and study hard. How to design a successful profit model is the purpose of this paper. S company is a comprehensive private garment enterprise which integrates development, design, production, sales and brand operation, and its profit has been declining in recent years. This paper mainly adopts the research methods of field investigation and data collection, using the relevant profit model theory and financial tools to carry on the case analysis to the S clothing company's profit model. Combined with the factors that affect S company's profit model design and its own characteristics, this paper discusses S company's new profit model. It is hoped that the research in this paper can provide ideas for S Company to better optimize the profit model and provide reference for other garment companies in designing successful profit models. First of all, combined with the current academic research on profit model and value chain, this paper elaborates the profit model and value chain theory, and provides the necessary theoretical foundation and analysis tools for the case analysis. Secondly, in the text of the case, the basic situation of S company and its profit model are described in detail, and three major problems of S company profit model are put forward, that is, the fierce competition of profit source. Failure to form a strong profit leverage and weak profit barriers. Thirdly, in the case analysis part, the paper makes a deep analysis of the profit source, profit lever and profit barrier of S company's profit model, and puts forward some suggestions for the optimization of S company's profit model combined with its influencing factors. That is to say, the profit source extends to young consumers in three or four kinds of markets, reconstructing and optimizing the enterprise value chain to form a powerful profit lever, and perfecting the supply chain system to form a good profit barrier. Finally, the case of S company profit model enlightenment. It is hoped that this case study can provide a useful reference for the long-term development of S Company and the healthy development of our country's garment industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.86
【参考文献】
相关期刊论文 前10条
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