基于BtoC电子商务模式的服装品牌商品企划研究

发布时间：2018-04-30 10:16

  本文选题：BtoC模式 + 商品企划　； 参考：《东华大学》2010年硕士论文

【摘要】：2008-2009年中国基于BtoC电子商务模式(下文简称BtoC模式)的服装品牌进入了高速发展阶段,市场竞争日趋激烈。行业领军品牌经历了从PPG的悄然退出到VANCL的高调崛起。经过市场的锤炼,BtoC电子商务的商业模式变得更为清晰和完善,部分BtoC模式服装品牌逐渐在竞争中建立起品牌优势,品牌产品由“基本款”走向时尚化。同时服装BtoC模式市场被不断细分,市场初步形成以VANCL为代表的大众化产品品牌,以MASA MASO、EUROMODA为代表的多样化时尚品牌,以BESSSHIRT为代表的衬衫品牌和以MOONBASA为代表的内衣品牌的差异化市场细分格局。 BtoC模式服装品牌采用的是买手与设计相结合的产品开发模式,以大众消费群为市场目标,以平价产品策略满足消费者的服饰需求。品牌追随流行而非创造流行,通过大众化、规模化的市场策略获取品牌利润。 经过前期的市场拓展,BtoC模式服装品牌虽然获得了较高的市场收益,服装交易额已达24亿元。但在品牌层面的建设仍然处于不成熟阶段。缺乏品牌形象、合理的产品架构以及对消费心理和动向的研究成为品牌发展的瓶颈。这使得快速建立系统严谨的商品企划体系成为品牌运作的当务之急。同时结合BtoC模式的特点,探索适合互联网分销渠道的商品整合与推广策略。 商品企划是以市场为导向,以消费者为核心,针对品牌产品开发所做的系统性规划。包括调研与定位、企划与设计和产品展示与推广等相关内容。商品企划通过整合服装产品开发的要素和资源,实现产品设计和推广策略的优化。以产品开发指导为目的的BtoC模式服装品牌商品企划体系包括竞争环境分析、品牌策略、市场细分与定位、流行信息的解读、产品企划和展示与推广六个模块。通过六个模块的整合与优化实现服装品牌的市场拓展目标。 对BtoC模式服装品牌商品企划的研究,本文采用文献研究与品牌调研相结合,注重品牌个案分析的研究方法。系统总结BtoC模式的核心价值和商品企划模块,同时注重企划的可操作性和市场适应性。通过跟踪VANCL、MASA MASO、EUROMODA等BtoC模式服装品牌的商品动向,透析产品背后的企划体系,为研究的科学性提供市场依据。 基于BtoC模式的服装品牌商品企划研究构建了从市场竞争环境分析、BtoC模式品牌策略、市场细分与定位、流行信息解读、产品企划到产品推广的企划模型,为品牌的产品开发提供了系统的思路。通过对商品企划模型的研究,为BtoC模式服装品牌系统合理的规划产品开发提供理论指导。
[Abstract]:In 2008-2009, China's apparel brands based on BtoC e-commerce (hereinafter referred to as BtoC mode) entered the stage of rapid development, and the market competition became increasingly fierce. Industry leader brand experienced from the quiet withdrawal of PPG to the high profile rise of VANCL. The commercial model of BtoC e-commerce has become clearer and more perfect after the improvement of the market. Some BtoC fashion brands have gradually established brand advantages in the competition, and the brand products have moved from "basic model" to fashion. At the same time, the clothing BtoC model market has been continuously subdivided, and the market has initially formed a popular product brand represented by VANCL, and a diversified fashion brand represented by MASA mascot EUROMODA. The differentiated market segmentation pattern of shirt brand represented by BESSSHIRT and underwear brand represented by MOONBASA. The BtoC fashion brand adopts the product development mode which combines the buyer and the design, takes the mass consumer as the market target, satisfies the consumer's clothing demand by the parity product strategy. Brands follow fashion rather than create it, and gain brand profits through popular and large-scale marketing strategies. Although the BtoC fashion brand has gained high market income, the garment trade volume has reached 2.4 billion yuan. But the brand level construction is still in the immature stage. Lack of brand image, reasonable product structure and research on consumption psychology and trend become the bottleneck of brand development. This makes the rapid establishment of a rigorous system of commodity planning system has become the urgent task of brand operation. At the same time, combined with the characteristics of BtoC mode, the article explores the commodity integration and promotion strategy suitable for Internet distribution channel. Commodity planning is market-oriented, consumer-oriented, brand-oriented product development for the systematic planning. Including research and positioning, planning and design, product display and promotion and other related content. Commodity planning realizes the optimization of product design and promotion strategy by integrating the factors and resources of garment product development. The BtoC model of clothing brand commodity planning system based on product development guidance includes six modules: competitive environment analysis, brand strategy, market segmentation and positioning, interpretation of popular information, product planning and display and promotion. Through the integration and optimization of six modules to achieve the goal of clothing brand market expansion. Based on the research of BtoC fashion brand commodity planning, this paper adopts the combination of literature research and brand research, and pays attention to the research method of brand case analysis. This paper summarizes the core value and commodity planning module of BtoC mode, and pays attention to the maneuverability and market adaptability. By tracking the commodity trends of BtoC fashion brands such as VANCLA Masoma and EUROMODA, and dialyzing the planning system behind the products, this paper provides the market basis for the scientific research. Based on the BtoC model, this paper constructs a BtoC brand strategy, market segmentation and positioning, popular information interpretation, product planning and product promotion model from the market competitive environment analysis to the BtoC model. For the brand of product development to provide a systematic thinking. Through the research of commodity planning model, this paper provides theoretical guidance for the rational planning of BtoC fashion brand system.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.86

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