B2C模式下的品牌女装企业快速反应能力研究

发布时间：2018-12-29 21:06

【摘要】：随着网购人数的不断增多,服装网络销售是市场发展的必然趋势。近几年来,我国B2C市场增速远远高于C2C市场,B2C市场将继续成为中国网络购物市场发展的主要推动力。女性服装消费者是服装网购中的庞大消费群体,女性的购物天性和网购热情使得B2C网上女装的发展迅猛。随着女性社会地位和消费水平的提高,服装早不再是用来遮体避寒,而是女性展现个性,展现自我的一种方式,对于服装电子商务而言,低价是吸引消费者的最主要因素,但是由于网上卖家的不良销售和消费者的行为日趋理性,使得消费者开始将目光转移到服装的质量上,而高度的质量是品牌保证。因此,女性服装消费者对品牌的渴望和个性化要求越发强烈。服装是创新性的产品,它是通过款式新颖、产品多样化和品牌效应等以满足消费者的需求,这类产品要求企业有很强的产品开发能力和反应能力,交货周期要短。同时,服装具有明显的季节性、趋势性和随机性,市场需求具有不确定性。因此,如何提供顾客满意度,迅速满足顾客的个性化需求,快速响应消费者需求的变化,是B2C品牌女装企业制胜的关键。由于网购服装无法试穿,服装一直被认为不适合进行网上销售,但是服装一直是网购商品的第一大商品品类,而女装市场是服装网购的最大细分。本文试从女性消费行为角度研究网购市场中女装旺销的原因,从而真正地掌握女性消费者的需求,为B2C品牌女装企业快速反应顾客的要求,制定相关策略提供理论依据。本文针对我国女性服装网购消费行为和女装的特点分析了快速反应对B2C品牌女装企业发展的重要性,总结了我国B2C品牌女装企业快速反应能力方面存在的问题,如产品的交货周期长,对紧急订单反应不够敏捷；库存积压严重；物流速度慢等,严重影响了服装供应链的快速发展；物流配送速度慢,顾客满意度低等。并针对问题提出准确预测消费者需求,提高生产的柔性,建立高质高效的物流体系,建立供应链合作关系以及运用现代化的信息技术五个方面的相关对策。最后通过对韩都衣舍旗下的女装企业的案例分析,希望通过其“快”“变”的经营理念为B2C品牌女装企业的快速反应能力建设带来一些借鉴。
[Abstract]:With the increasing number of online shopping, clothing online sales is the inevitable trend of market development. In recent years, the growth rate of B2C market is far higher than that of C2C market, and B2C market will continue to be the main driving force of the development of China's online shopping market. The female clothing consumer is the huge consumer group in the clothing online purchase, the female shopping nature and the online purchase enthusiasm causes the B2C online women's clothing to develop rapidly. With the improvement of women's social status and consumption level, clothing is no longer used to hide from the cold, but a way for women to show their personality and show themselves. For e-commerce, low price is the most important factor to attract consumers. However, due to the bad sales of online sellers and the increasingly rational behavior of consumers, consumers begin to focus on the quality of clothing, and the high quality is the guarantee of the brand. Therefore, the female clothing consumer's desire to the brand and the individuation request is more and more intense. Clothing is an innovative product, which meets the needs of consumers through novel style, product diversification and brand effect. This kind of product requires strong ability of product development and response, and short delivery period. At the same time, clothing has obvious seasonality, trend and randomness, and market demand is uncertain. Therefore, how to provide customer satisfaction, quickly meet the customer's personalized needs, and quickly respond to the changes of consumer demand is the key to the success of B2C brand women's wear enterprises. Because online clothing can not be tried on, clothing has been considered not suitable for online sales, but clothing has always been the first category of online goods, and the women's clothing market is the largest segment of online clothing shopping. This paper tries to study the reasons of women's brisk sales in online shopping market from the angle of women's consumption behavior, so as to grasp the demand of female consumers and provide theoretical basis for B2C brand women's wear enterprises to respond to customers' demands quickly and formulate relevant strategies. This paper analyzes the importance of rapid response to the development of B2C brand women's wear enterprises according to the consumption behavior of women's clothing online shopping and the characteristics of women's wear, and summarizes the problems existing in the rapid response ability of women's wear enterprises under B2C brand in our country. If the product delivery cycle is long enough to respond to emergency orders is not agile; The stock backlog is serious, the logistics speed is slow, which seriously affects the rapid development of the clothing supply chain, the logistics distribution speed is slow, the customer satisfaction is low, and so on. In order to solve the problem, the paper puts forward five relevant countermeasures, such as accurately forecasting consumer demand, improving the flexibility of production, establishing high quality and efficient logistics system, establishing supply chain cooperation and applying modern information technology. Finally, through the case analysis of the women's clothing enterprise under Han Du-she 's, I hope to bring some reference to the B2C brand women's clothing enterprise's rapid reaction ability construction through its "quick" change "management idea.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86;F724.6

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