E服装品牌直营渠道销售管理改进研究

发布时间：2018-03-24 04:39

本文选题：直营　切入点：销售管理　出处：《深圳大学》2017年硕士论文

【摘要】：E集团是一家外资的以服装零售为核心,形成餐饮、娱乐、酒店、主题乐园等多业态发展的跨国集团。E品牌作为集团内主打的女装服装零售品牌,自1994年进入中国以来,深受国内消费者的喜爱,门店迅速扩张,销售规模不断提高,成为当前国内少女装品牌的知名品牌。品牌多年坚持直营为主,随着行业的竞争加剧和国内实体经济环境的困难,E品牌直营销售收入近两年开始出现下滑,利润率也在持续下降。因此,本文在参考国内外文献,结合企业内外环境,发现E品牌出现的销售管理问题中存在直营渠道建设的不合理、销售组织架构不利企业的销售管理和绩效管理存在不足等问题,最终导致直营渠道销售的下降。最后,在销售管理理论、市场环境和企业实际现状的基础下,通过调整经营策略、优化组织架构管理和提升绩效管理等方法,对改进E品牌直营渠道的销售管理,提供解决方案的建议。论文分为五个部分,一是绪论,介绍研究E品牌直营渠道销售管理问题的背景,并列出本文的框架内容。二是是介绍直营渠道销售管理相关概念、理论。三是介绍E品牌公司的概况、内外部环境及E品牌公司直营渠道销售管理的情况,分析E品牌在直营渠道销售管理中存在的问题,并分析问题产生的原因。四是在综合前几章的理论综述以及品牌销售管理现状分析的前提下,对E品牌销售管理提出合理、有效的改进建议。五是结论,总结全文结论和本文存在的不足之处。鉴于E品牌在国内少女装服装市场的影响力,本文对E品牌的销售管理进行研究,也能发现值得服装行业内其他企业对E品牌销售管理模式的可借鉴之处。
[Abstract]:Group E is a foreign-funded multinational group with the core of clothing retailing, which forms the multinational group. E brand, which has developed in many forms, such as catering, entertainment, hotel, theme park and so on, as the main women's clothing retail brand in the group, has been in China since 1994. Deeply loved by domestic consumers, the rapid expansion of stores, sales scale continues to improve, become the current domestic girls clothing brand well-known brand. With the intensification of competition in the industry and the difficulties in the domestic real economic environment, the direct sales income of the E brand has begun to decline in the past two years, and the profit margin is also continuing to decline. Therefore, this paper refers to the domestic and foreign literature and combines the internal and external environment of the enterprise. It is found that there are some problems in the sales management of E brand, such as unreasonable channel construction, insufficient sales management and performance management of enterprises with unfavorable sales organization structure, which ultimately lead to the decline of direct channel sales. On the basis of the theory of sales management, the market environment and the actual situation of the enterprise, through adjusting the management strategy, optimizing the management of the organizational structure and improving the performance management, the sales management of the E-brand direct channel is improved. The paper is divided into five parts, one is introduction, introduces the background of E-brand direct channel sales management, and lists the content of this paper. The other is to introduce the related concepts of direct channel sales management. The third is to introduce the general situation of E brand company, the internal and external environment and the situation of E brand company direct channel sales management, and analyze the problems of E brand in the direct channel sales management. Finally, on the premise of synthesizing the theoretical summary of the previous chapters and the analysis of the current situation of brand sales management, the author puts forward reasonable and effective suggestions for the improvement of E brand sales management. In view of the influence of E brand in the domestic girls' clothing market, this paper studies the sales management of E brand. Can also find that other enterprises in the clothing industry to E brand sales management model can be used for reference.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F717

【参考文献】