YZDS电商经营要素探讨
发布时间：2019-02-17 16:04
【摘要】：20世纪90年代,随着电子数据交换技术的蓬勃发展,中国电子商务产业开始出现发展的萌芽。随着技术的不断进步,电子商务也开始越来越被大众所接受,逐渐深入到百姓的生活中来。电子商务不同于传统商业模式,不需要面对面交易,没有时间和空间的限制,减少了交易的中间环节,可以全方位展示产品和服务,对客户行为及资料有更深的积累,让产品和服务更迅速、更高效、更节省资源的情况下提供给消费者。随着电商时代的到来,不论是传统产业的巨头,还是新进入者,各种各样的企业纷纷从传统的商业模式投入电子商务的怀抱。很遗憾,尽管信息越来越多,转型的案例也越来越多,但是对探究小型品牌童装企业向电子商务方向转型的具体经营策略案例分析却是比较碎片化,缺乏系统化的案例指导。鉴于作者的工作关系,在一家VC1中从头开始参与了YZDS公司的转型、融资、再转型以及运营策略等各方面公司战略的制定,因此一直想写一篇文章来总结作者的经验和所得,抛砖引玉,也希望以后有更多的人来研究小企业转型为电子商务的案例。为了搞清楚传统童装品牌向电商转型的痛点和方法,事先征得YZDS公司李总的允许,作者可以YZDS公司为案例,撰写此论文。本文通过研究童装品牌公司YZDS公司的案例,分别在销售策略、品牌定位策略、商业模式策略、精细化管理策略等几个方面切入。本文通过总结归纳YZDS公司的经营策略并结合一些电商案例,归纳了传统童装品牌向电商转型的九个核心要素:1.产品。通过互联网了解销售、消费者和客户,做好产品定位,并选择适合自己的产品设计风格、模式;2.商业模式。选择适合本公司的商业模式;一个好的商业模式让童装电商事半功倍。3.品牌。品牌对服装企业来讲,可以说是企业最强大的竞争力。4.供应链。要持续做生意则必须做好供应链,打造强大的、快速反应的精益敏捷供应链。5.资本。资本的力量毫无疑问是强大的,它能让企业加速成长。6.运营。做好“爆款”1打造,适当的申报平台促销活动2,做好数据分析,做到从中发现商机推动持续改善,平衡线上线下的运营策略。7.团队。电商永远缺人,到底缺的是哪些人?团队如何组建?培养?分工与协作?8.系统。网站系统与集成,包括主站建设、第三方平台对接服务、CRM及呼叫中心整合等。9.流程。流程和制度的制定,以及不断优化和改进。最后本文通过YZDS公司的案例,作者对前述的关键要素及经营策略全面检验,并得出一些重要的启示,案例分析将有助于对企业经营策略的进一步理解和提升,辩明步骤和基本要素,对于传统童装品牌向电商转型具有更有效的指导。
[Abstract]:With the rapid development of electronic data interchange (EDI) technology in 1990's, the development of electronic commerce industry in China began to sprout. With the development of technology, e-commerce is becoming more and more accepted by the public. Unlike traditional business models, electronic commerce does not require face-to-face transactions, no time and space constraints, reduces the intermediate links of transactions, can display products and services in all directions, and has a deeper accumulation of customer behavior and information. Make products and services faster, more efficient, and more resource-efficient to provide to consumers. With the advent of the era of e-commerce, no matter the giants of traditional industries or new entrants, a variety of enterprises from the traditional business model into the embrace of e-commerce. Unfortunately, although more and more information is available and the cases of transition are more and more, the case study on the specific management strategy of small brand children's wear enterprises to the direction of e-commerce is relatively fragmented, lacking of systematic case guidance. In view of the author's working relationship, he has been involved in all aspects of the corporate strategy of YZDS from scratch in a VC1, such as transformation, financing, re-transformation, and operational strategy, and has always wanted to write an article summarizing the author's experience and gains. Also hope that in the future there will be more people to study the transformation of small enterprises to e-commerce cases. In order to find out the pain point and method of the transition from traditional children's wear brand to e-commerce, the author can write this paper with the permission of Li of YZDS Company and the case of YZDS Company. In this paper, through the study of children's clothing brand company YZDS case, respectively in the sales strategy, brand positioning strategy, business model strategy, refined management strategy and other aspects. By summing up the management strategy of YZDS Company and combining with some cases of e-commerce, this paper sums up nine core elements of the transition from traditional children's clothing brand to e-commerce: 1. Product Through the Internet to understand sales, consumers and customers, do a good job of product positioning, and choose their own product design style, mode; 2. Business model. Choose the right business model for the company; a good business model for children's clothing e-commerce business with half the effort. 3. Brand. Brand for clothing enterprises, can be said to be the most powerful competitiveness of enterprises. 4. Supply chain. To continue doing business, you must do well in the supply chain, build a strong, rapid response lean agile supply chain. 5. Capital The power of capital is unquestionably powerful. It can accelerate the growth of enterprises. 6. 6%. Operation. Do a good job of "fashion" 1 build, appropriate application platform sales promotion activities 2, do a good job of data analysis, to find business opportunities to promote continuous improvement, balance line and offline operation strategy. 7. party Ecommerce is always short of people. Who is missing? How is the team formed? Nurture? Division of labor and cooperation? System. Website system and integration, including master station construction, third party platform docking service, CRM and call center integration. 9. Process. Process and system development, as well as continuous optimization and improvement. Finally, through the case of YZDS Company, the author tests the key elements and management strategy comprehensively, and draws some important enlightenment. The case analysis will be helpful to the further understanding and promotion of the enterprise management strategy. Identify the steps and basic elements, for the traditional children's clothing brand to e-commerce transformation has more effective guidance.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
本文编号：2425344
[Abstract]:With the rapid development of electronic data interchange (EDI) technology in 1990's, the development of electronic commerce industry in China began to sprout. With the development of technology, e-commerce is becoming more and more accepted by the public. Unlike traditional business models, electronic commerce does not require face-to-face transactions, no time and space constraints, reduces the intermediate links of transactions, can display products and services in all directions, and has a deeper accumulation of customer behavior and information. Make products and services faster, more efficient, and more resource-efficient to provide to consumers. With the advent of the era of e-commerce, no matter the giants of traditional industries or new entrants, a variety of enterprises from the traditional business model into the embrace of e-commerce. Unfortunately, although more and more information is available and the cases of transition are more and more, the case study on the specific management strategy of small brand children's wear enterprises to the direction of e-commerce is relatively fragmented, lacking of systematic case guidance. In view of the author's working relationship, he has been involved in all aspects of the corporate strategy of YZDS from scratch in a VC1, such as transformation, financing, re-transformation, and operational strategy, and has always wanted to write an article summarizing the author's experience and gains. Also hope that in the future there will be more people to study the transformation of small enterprises to e-commerce cases. In order to find out the pain point and method of the transition from traditional children's wear brand to e-commerce, the author can write this paper with the permission of Li of YZDS Company and the case of YZDS Company. In this paper, through the study of children's clothing brand company YZDS case, respectively in the sales strategy, brand positioning strategy, business model strategy, refined management strategy and other aspects. By summing up the management strategy of YZDS Company and combining with some cases of e-commerce, this paper sums up nine core elements of the transition from traditional children's clothing brand to e-commerce: 1. Product Through the Internet to understand sales, consumers and customers, do a good job of product positioning, and choose their own product design style, mode; 2. Business model. Choose the right business model for the company; a good business model for children's clothing e-commerce business with half the effort. 3. Brand. Brand for clothing enterprises, can be said to be the most powerful competitiveness of enterprises. 4. Supply chain. To continue doing business, you must do well in the supply chain, build a strong, rapid response lean agile supply chain. 5. Capital The power of capital is unquestionably powerful. It can accelerate the growth of enterprises. 6. 6%. Operation. Do a good job of "fashion" 1 build, appropriate application platform sales promotion activities 2, do a good job of data analysis, to find business opportunities to promote continuous improvement, balance line and offline operation strategy. 7. party Ecommerce is always short of people. Who is missing? How is the team formed? Nurture? Division of labor and cooperation? System. Website system and integration, including master station construction, third party platform docking service, CRM and call center integration. 9. Process. Process and system development, as well as continuous optimization and improvement. Finally, through the case of YZDS Company, the author tests the key elements and management strategy comprehensively, and draws some important enlightenment. The case analysis will be helpful to the further understanding and promotion of the enterprise management strategy. Identify the steps and basic elements, for the traditional children's clothing brand to e-commerce transformation has more effective guidance.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
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1 章健;YZDS电商经营要素探讨[D];苏州大学;2016年
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