C2M商业模式在中国服装业的应用研究

发布时间：2018-03-22 06:18

本文选题：服装业　切入点：C2M　出处：《辽宁大学》2016年硕士论文　论文类型：学位论文

【摘要】：作为一个人口大国,中国的服装市场一直有着巨大的需求。但是,近几年不论是互联网电子商务模式还是实体店的模式,我国的服装业一直不温不火,不见起色。随着我国互联网的日渐普及,消费者通过互联网购买服装鞋帽类商品的数量也越来越多,但是因为消费者通过互联网购买的服装往往和电商所展示和描述的服装有很大出入,导致网销服装的退货率十分高。中国服装业还面对着另一个严峻的问题,就是大量的库存积压。这两个原因直接影响了我国服装企业的盈利水平。此外,随着生活水平的提高,人们在穿衣的要求也有更高的标准,人们更渴望购买到能为自己量身定制的服装。正是在这种条件下,C2M商业模式走进了人们的视野。本文旨在分析我国服装业和C2M商业模式的基础上,对服装业C2M商业模式进行相应的优化。首先,应用PEST模型、五力模型、价值链模型和结构洞理论分析服装业C2M商业模式所处的宏观和微观环境及其相对于传统服装业的商业模式所具有的优势。然后,根据Osterwalder模型对服装企业的C2M商业模式进行分析并对其进行优化。本文的研究对于如何使我国服装业走出困境,实现长久的盈利具有实际意义,还可以为其他行业在C2M商业模式的建立和探索上提供借鉴。
[Abstract]:As a large country with a large population, China's clothing market has always had a huge demand. However, in recent years, whether it is the Internet e-commerce model or the physical store model, China's clothing industry has not been warm and hot. No improvement. With the increasing popularity of the Internet in China, consumers are buying more and more clothing, shoes and hats through the Internet. However, because consumers often buy clothing through the Internet, there is a big difference between the clothing displayed and described by e-commerce companies, resulting in a very high rate of return of clothing sold online. China's clothing industry also faces another serious problem. These two reasons directly affect the profit level of Chinese garment enterprises. In addition, with the improvement of living standards, people also have higher standards for clothing. People are eager to buy clothes that can be customized for themselves. It is under this condition that the C2M business model comes into people's view. The purpose of this paper is to analyze the clothing industry and the C2M business model of our country. This paper optimizes the C2M business model of clothing industry. Firstly, it applies PEST model, five-force model, The value chain model and the structure hole theory are used to analyze the macro and micro environment in which the C2M business model of clothing industry is located and its advantages over the traditional clothing business model. According to the Osterwalder model, the paper analyzes and optimizes the C2M business model of garment enterprises. The research in this paper is of practical significance for how to make the garment industry of our country out of the predicament and realize the long-term profit. It can also provide reference for other industries in the establishment and exploration of C 2 M business model.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.86

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