中小型服装网店转型发展的模式选择研究

发布时间：2018-04-23 04:32

本文选题：运营模式 + 实体店　；参考：《兰州理工大学》2014年硕士论文

【摘要】：服装企业采用电子商务,开拓出一种条新的营销渠道,是近几年服装企业产品销售的主流选择。电子商务是伴随互联网技术发展而产生的依靠网络进行的商务活动,通过网络的虚拟交易平台,完成商品信息发布、咨询洽谈、网上订购、网上支付等,电子商务活动能大幅减少商品流通的中间环节,极大的降低企业的运营成本。我国正处在经济转型期,而众多的消费人群也决定了服装业大国的定位,服装企业在电子商务取得长足发展的同时,也面临着一系列新的问题,对服装企业营运模式进行研究和探讨,并认清服装企业运营模式的发展方向,就显得至关重要。本文重点通过研究企业的转型模式以及电子商务的发展,对电子商务企业的转型做出研究。结合服装企业实体运营以及三种主流的电子商务运营模式,即企业之间的交易方式、企业与个人之间的交易方式、个人与个人之间的交易方式,研究服装企业在愈发激烈的市场竞争环境下运营模式发展的趋势。本文通过研究确立了一种网店+实体店的运营模式,即在双轨下同时运营实体店和网店。这一模式避免了传统服装店采用的,用于企业之间的商务运营模式B2B及商家对个人的运营模式B2C、个人对个人的运营模式C2C中的弊端。文中作者以韩都衣舍的经营模式进行剖析,进一步总结实体店与网店共同运营模式的经验,为中小服装店及个体服装运营者的网店发展提出相应建议。
[Abstract]:It is the mainstream choice for garment enterprises to use e-commerce to open up a new marketing channel in recent years. With the development of Internet technology, E-commerce is a kind of business activity that depends on the network. Through the virtual trading platform of the network, it completes the commodity information release, consultation negotiation, online ordering, online payment and so on. E-commerce activities can greatly reduce the intermediate links of commodity circulation and greatly reduce the operating costs of enterprises. Our country is in the economic transition period, and the numerous consumer crowd also decided the clothing industry big country localization, the clothing enterprise obtains the considerable development in the electronic commerce, also faces a series of new problems. It is very important to study and discuss the operation mode of garment enterprises and to recognize the developing direction of the operation mode of garment enterprises. This paper focuses on the transformation of e-commerce enterprises through the study of enterprise transformation model and the development of e-commerce. Combined with the entity operation of garment enterprises and the three main electronic commerce operation modes, that is, the transaction mode between enterprises, between enterprises and individuals, between individuals, between individuals, This paper studies the development trend of clothing enterprises' operation mode in the increasingly fierce market competition environment. In this paper, we establish a business model of online store, that is, to operate both physical store and online store under two tracks. This model avoids the disadvantages of B2B, B2C and C2C, which are used in traditional clothing stores and between enterprises. In this paper, the author analyzes the management mode of Han Du-she, sums up the experience of the joint operation mode between the physical store and the online store, and puts forward some suggestions for the development of the small and medium-sized clothing store and the individual clothing operator.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F426.86

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