建立“佑途”配装服务公司的商业计划书

发布时间：2018-10-05 19:03

【摘要】：改革开放以来,以纺织服装为主导的轻工业蓬勃发展,不仅为国家的经济建设提供了巨大推动力,也为人民物质生活水平的提高做出了巨大贡献。经过近三十年的发展,中国不仅成为世界服装的生产基地,同时也成为世界最主要的服装消费市场,然而中国的服装行业在光鲜的外表下却实际陷入了沼泽泥潭。光鲜的外表是指服装行业拥有首屈一指的生产制造能力,完善的产业链,先进的制造设备,廉价的劳动力,众多的服装品牌,庞大的终端销售渠道,以及广阔的海内外市场。而深深的泥潭是指中国的服装产业还停留在产品消费阶段,庞大的市场需求下,国内的服装品牌却在费劲心思降低成本,争夺市场,创新意识在恶性的生存竞争中无法抬头。电子商务的蓬勃发展虽然对服装行业也带来了巨大影响,但几年下来仅成为品牌的另外一个销货渠道,更将价格战提升到一个新的等级。同时,低端伪劣商品更是把泥潭搅的更加浑浊。另一方面,社会经济的发展和生活水平的提高在给消费者带来更多需求的同时,也使消费者的审美有了大幅的提升,在人们对社交生活需求增加的同时,个人形象的要求也逐步深入内心。而消费者实际面对的确是国产品牌款式互相抄袭,制作品质偏低,加之国人对外来品牌,以及奢侈品牌的特殊情结,造成了很多品牌至今仍在去库存的过程当中。本文从服装行业销售阶段寻求突破,以消费者需求为根本出发点,结合传统实体店铺和网络销售的优势,提出为顾客提供个性化的基于私人买手的服装搭配服务商业模式。使客户能够通过最短的时间和最低的成本得到适合自身形体、肤色、性格喜好以及场合要求的个性化服装搭配,进而管理消费者的衣橱。实现以需求引导消费,进而引导服装服务模式,推动服装行业发展转型的目的。主要内容如下:1、介绍配装服务产生的时代背景,中国的服装业发展历史和现状,新时期下需要解决的问题;2、介绍公司概况,对公司进行优劣势分析,以及7s模型分析;3、利用波特五力以及slept模型,对配装服务行业进行优劣势分析,明确所面临的机遇和威胁;4、运用swot矩阵确定采取增长型企业战略,根据目标顾客和其需求差异化以及服务自身差异化的特点从而选择差异化的竞争战略;5、通过对问卷数据的分析,明确了目标客户群体的特点为:1)年龄在30-40岁,2)年收入水平小于20万,3)工作繁忙或者不知如何选购搭配的人群;6、运用stp确定具体的目标市场,利用7ps制定明确的营销策略,进而进行详细的销售计划和市场推广计划;7、利用演绎归纳法对佑途配装服务公司运营进行演绎分析,制定运营计划,包括战略地图以及组织架构搭建;8、在一系列财务假设的前提下,完成项目未来5年的财务报表预测;9、总结本文的核心内容和思想,展望服装搭配服务的未来发展前景。
[Abstract]:Since the reform and opening up, textile and clothing oriented light industry has developed vigorously, which not only provides a huge impetus for the national economic construction, but also makes a great contribution to the improvement of the people's material living standard. After nearly 30 years of development, China has become not only the production base of the world's clothing, but also the world's most important clothing consumption market. However, China's clothing industry has actually fallen into a swamp under its glossy appearance. Glossy appearance means that the garment industry has the leading manufacturing capability, perfect industrial chain, advanced manufacturing equipment, cheap labor, numerous clothing brands, huge terminal sales channels, and broad domestic and foreign markets. The deep quagmire is that China's garment industry is still in the stage of product consumption, but the domestic clothing brand is struggling to reduce costs and compete for the market, and the innovation consciousness can not rise in the vicious survival competition. Although the booming development of e-commerce has brought great influence to the clothing industry, it has only become another selling channel for the brand in a few years, and has also upgraded the price war to a new level. At the same time, low-end shoddy goods are more muddy. On the other hand, the development of social economy and the improvement of living standard not only bring more demands to consumers, but also greatly improve the aesthetic of consumers. The requirement of personal image also gradually goes deep into the heart. And the consumers actually face the domestic brand style copying each other, the production quality is low, plus the Chinese foreign brands, as well as the luxury brand special complex, resulting in many brands are still in the process of inventory. This paper seeks a breakthrough from the sales stage of the clothing industry, taking consumer demand as the basic starting point, combining the advantages of traditional physical stores and online sales, and puts forward a personalized business model of clothing matching service based on private buyers for customers. To enable customers through the shortest time and minimum cost to get their own body, skin color, personality and personal needs of the occasion of personalized clothing matching, and then manage the consumer's wardrobe. The purpose of promoting the development and transformation of garment industry is to guide consumption by demand, and then to guide the pattern of clothing service. The main contents are as follows: 1, introducing the background of the generation of matching services, the history and current situation of the clothing industry in China, the problems to be solved in the new period, introducing the general situation of the company, and analyzing the advantages and disadvantages of the company. And 7s model analysis, using Porter's five forces and slept model, to analyze the advantages and disadvantages of the matching service industry, to identify the opportunities and threats faced, and to use the swot matrix to determine the adoption of growth enterprise strategy. According to the characteristics of the target customers, their needs and the service's own differentiation, the competitive strategy of differentiation is selected, and the questionnaire data are analyzed. The characteristics of the target customer group are defined as: 1) the age of 30 to 40 years old / 2) the annual income level is less than 200000 / 3) the number of people who are busy with work or do not know how to choose and match them, using stp to determine the specific target market, and using 7ps to formulate a clear marketing strategy, Then the detailed sales plan and marketing plan are carried out. The deductive induction method is used to analyze the operation of the Yutu fitting service company and to formulate the business plan. Under a series of financial assumptions, the financial statements of the project in the next five years are forecasted. The core contents and ideas of this paper are summarized, and the future development prospects of clothing matching services are prospected.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.86

【相似文献】