基于非快时尚服饰品牌的买手模式研究

发布时间：2018-04-14 07:08

本文选题：品牌 + 非快时尚　；参考：《吉林大学》2014年硕士论文

【摘要】：在今天，随着经济的发展，潮流的更迭，现代人的生活方式和消费行为在不断发生着变化。人们在购买服装商品的时候不仅着眼于服装的舒适度与功能型，而且更注重时尚性以及个性化。为了满足消费者的需求，，快速地反应市场的变化，获得更多的利润，广大服装公司都竞相学习“快时尚”的运营模式。而买手模式作为快时尚品牌运营的制胜核心也成为研究的目标。同时买手作为买手模式的基础，也成为服装业界的明星职位：世界各地时尚基地都有买手奔走采购的身影，服装企业招聘信息上越来越频繁的出现了买手这一职位。对于非快时尚的服饰品牌若想要引入买手模式，进行产业转型与升级，则需要根据自身企业发展量体裁衣，建立适于自己的买手模式。本文从快时尚和非快时尚服饰的角度分别阐述了发展买手模式的趋势与重要性，并以非快时尚品牌服装公司为研究对象，分析了买手模式对其发展的意义，并以B时尚品牌公司为例，对其进行了买手模式的优化构建。本文首先对论文的研究背景和研究意义作了介绍，分析了目前服装行业“快”的发展趋势，并对本文研究的方法与路线进行了阐述。其次，本文对买手的基本理论进行了研究。分析了买手产生的背景，阐述了买手的定义以及分类，并分析概括了买手应具有的基本能力和素质，包括丰富的服装专业知识，正确的营销理念、良好的沟通与协作能力以及创造力等，同时分析了买手对整个服装行业发展的意义。再次，对买手模式进行理论概述，包括买手模式的理论依据，产生的背景与其发展，并对买手模型进行了分类；简单的介绍了买手模式在时尚品牌发展中的应用后，提出了快时尚品牌发展与买手之间存在着一定得必然联系：买手模式成就了快时尚的迅猛发展、快时尚也让买手模式有了更广泛的应用。然后本文对买手模式在非快时尚服装品牌中的引入作了设想与分析。分析了非快时尚品牌特征以及其发展买手模式的必要性；将非快时尚与快时尚品牌的运营模式进行了分析，可以看出快时尚模式的优势，以及买手模式对非快时尚品牌的提升作用；并对非快时尚品牌引入买手的基础进行了研究。最后本文以BESTSELLER公司为例，研究了买手模式在非快时尚服装品牌运营方式中的职能优化。对BESTSELLER公司运营理念和其在发展过程中存在的问题进行介绍，得出其在出现问题的原因，并对其提出了可行的买手职能优化方案。
[Abstract]:Today, with the development of economy and the change of trend, the life style and consumption behavior of modern people are constantly changing.People not only focus on the comfort and function of clothing, but also on fashion and individuation.In order to meet the needs of consumers, quickly reflect the changes of the market, obtain more profits, the majority of clothing companies are competing to learn the "fast fashion" mode of operation.As the winning core of fast fashion brand operation, the buyer model has also become the goal of the research.At the same time, buyers as the basis of the model of buyers, but also become the star position in the clothing industry: there are buyers around the world fashion base procurement figure, clothing enterprises recruitment information more and more frequently appeared in the position of the buyer.If the non-fast fashion clothing brand wants to introduce the buyer mode and carry on the industry transformation and upgrade, it needs to tailor according to its own enterprise development and establish the suitable buyer mode.From the point of view of fast fashion and non-fast fashion, this paper expounds the trend and importance of developing the buyer mode, and takes the non-fast fashion brand clothing company as the research object, and analyzes the significance of the buyer mode to its development.And take B fashion brand company as an example, has carried on the optimized construction to its buyer mode.This paper first introduces the research background and significance of the paper, analyzes the development trend of "fast" in the garment industry, and expounds the method and route of this paper.Secondly, this paper studies the basic theory of the buyer.This paper analyzes the background of the buyer, expounds the definition and classification of the buyer, and summarizes the basic abilities and qualities that the buyer should possess, including the rich professional knowledge of clothing, the correct marketing idea,Good communication and collaboration ability, creativity and so on. At the same time, it analyzes the significance of buyer to the development of the whole clothing industry.Thirdly, the paper summarizes the theory of the buyer model, including the theoretical basis, the background and the development of the buyer model, and classifies the buyer model; briefly introduces the application of the buyer model in the development of fashion brands.It is pointed out that there must be a certain connection between the development of fast fashion brand and the buyer: the buyer mode has achieved the rapid development of fast fashion, and fast fashion has also made the buyer mode more widely used.Then, this paper conceive and analyze the introduction of buyer mode in non-fast fashion clothing brand.The characteristics of non-fast fashion brand and the necessity of developing buyer mode are analyzed, and the advantages of fast fashion mode can be seen by analyzing the operation mode of non-fast fashion brand and fast fashion brand.And the promotion of non-fast fashion brand and the basis of the introduction of non-fast fashion brand.Finally, taking BESTSELLER Company as an example, this paper studies the function optimization of the buyer mode in the non-fast fashion clothing brand operation mode.This paper introduces the operational concept of BESTSELLER Company and the problems existing in the process of its development, finds out the causes of the problems, and puts forward a feasible scheme for the optimization of the buyer's functions.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

【参考文献】