SPA服装零售企业买货管理

发布时间：2018-04-17 23:41

本文选题：销售计划 + 销售预测　；参考：《上海外国语大学》2014年硕士论文

【摘要】：本文旨在通过引入自有品牌服装零售管理为主体,对目前的服装零售企业在销售计划,销售预测和买货管理等进行介绍,结合本人在实际工作中对买货管理的经验,分享在工作中对销售计划制订,销售预测和买货管理等的理解，供部分在买货管理上还在摸索和改进的企业借鉴和交流。随着中国经济从高速增长，越来越多的国外SPA(自有品牌服装企业)公司进入中国，，而本土的一些自由品牌服装公司遭受的的冲击最为明显。外加网络电商的步步紧逼，可以说对于以百货商场和自有实体店为主要销售渠道的自有品牌服装连锁企业,受到了同渠道的和渠道替代者的双重压力。伴随着竞争的加剧和销售下降,传统服装零售企业的库存不断攀升。特别是一些国内自有品牌，如李宁，森马，七匹狼等。国内著名运动休闲品牌的库存最近都一直维持高位，以至于承重的流动资金压力影响了企业的正常经营。这些问题暴露出部分零售企业在销售预测和买货管理上的粗放，这些粗放的管理方式已经不适合现在的激烈的竞争环境了。那么如何来更好的制订销售计划，如何来使制定的销售计划被团队接受，从而更好地控制买货数量和金额是我们目前需要进行研究和探讨的。我们可以看到国外的一些自有品牌服装连锁企业的销售计划和预测，买货控制还是做的比较完善，相对于国内本土品牌他们在全年计划，计划会议，买货控制和执行方面都有着诸多可以借鉴之处。因此本人借此机会分享本人在连锁服装经营企业商品计划上的经历和经验，对一些销售计划和买货管理的方法进行介绍，这些方法有助于提高销售预测和买货计划的准确度，帮助企业降低营运资本压力和库存风险。
[Abstract]:The purpose of this paper is to introduce the retail management of private brand clothing as the main body, to introduce the current clothing retail enterprises in the sales plan, sales forecast and purchase management, combined with my experience in the actual work of purchasing goods management.To share the understanding of sales planning, sales forecast and purchasing management in the work, for some enterprises that are still groping and improving the purchasing management for reference and exchange.With the rapid growth of China's economy, more and more foreign spa (owner-brand clothing enterprises) companies have entered China, and some local free brand clothing companies have suffered the most.In addition to the network e-commerce step by step, it can be said that the department store and its own physical stores as the main sales channel of the private brand clothing chain enterprises, by the same channel and the double pressure of the channel substitutes.With the intensification of competition and the decline of sales, the inventory of traditional clothing retail enterprises is rising.In particular, some domestic own-brand, such as Li Ning, Senma, seven wolf and so on.The stock of famous sports and leisure brands in China has been kept high recently, so that the liquidity pressure has affected the normal operation of enterprises.These problems exposed the extensive sales forecast and purchase management of some retail enterprises, these extensive management methods are not suitable for the current fierce competition environment.So how to make a better sales plan, how to make the sales plan to be accepted by the team, so as to better control the quantity and amount of goods purchased is what we need to study and discuss at present.We can see that the sales plans and forecasts of some foreign private brand clothing chain enterprises, the purchase control is still relatively perfect, compared with the domestic brands, they plan and plan meetings throughout the year.Purchase control and implementation aspects have a lot of reference.Therefore, I would like to take this opportunity to share my experience and experience in the merchandise planning of chain clothing enterprises, and to introduce some of the sales planning and purchasing management methods, which will help to improve the accuracy of sales forecasting and purchase plans.Help companies reduce working capital pressure and inventory risk.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273;F426.86

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