S公司顾客导向型买手制操作策略研究
发布时间：2019-05-12 00:06
【摘要】：个性化消费时代的来临,使得市场需求变化的速度越来越快,为适应这种速度,很多企业开始进行运营制度的改革。买手制顺势而生,买手制运营模式是以顾客为导向,能够迅速应对市场变化、响应市场需求、满足市场需求的全新运营模式。运营成功的有优衣库、ZARA、HM、热风等企业。 为了应对市场变化,很多企业为生存发展也在不断的尝试推行买手制运营模式,使用聘用专业人员、上线产品开发系统、升级终端销售数据系统等方式方法,以期望可快速对应并且满足市场需求,最终使企业得到发展壮大。本文采用图表与案例相结合的方式指出了买手制的发展特色过程。 并在此基础上总结了正在尝试推行买手制的企业的成功、失败的特点原因。国内企业目前暂时都还处在探索买手制运营模式的过程中,对买手制有很多误读。尤其是买手制的核心竞争力,目前大家的认知都还处于有“买手”万事大吉阶段。本文在结合国内外成功的案例及理论支持的基础上提出了买手制运营模式的核心竞争力即以顾客为导向的观点。在对国内外相关理论进行综述的基础上,结合多品集合店与买手制理论针对S公司买手制运营现状及问题进行了阐述及分析。 因为买手制进入中国还不是很长时间,还没有形成一个经过实践检验过的买手制的正确方向与理论导向。本文在理论结合S公司改革成功的经验基础上提出了具体的买手制操作细则,以解决了企业内部推行买手制时遇到的问题,对买手制操作策略管理提出了建设性的对策建议。并对其适用性及限制性进行了说明。
[Abstract]:With the advent of individualized consumption era, the speed of market demand change is getting faster and faster. In order to adapt to this speed, many enterprises began to carry out the reform of operation system. Buying manual operation mode is a new operation mode which is customer-oriented and can quickly cope with market changes, respond to market demand and meet market demand. Successful operation of Uniqlo, ZARA,HM, hot wind and other enterprises. In order to cope with the changes in the market, many enterprises are also constantly trying to promote the purchase and manual operation model in order to survive and develop, using the employment of professionals, online product development systems, upgrading terminal sales data systems and other ways and means. With the expectation that can quickly correspond to and meet the market demand, and finally make the enterprise develop and grow. This paper points out the characteristic process of buyer's system by combining chart with case. On this basis, this paper summarizes the characteristics of the success and failure of the enterprises that are trying to carry out the buy-by-hand system. At present, domestic enterprises are still in the process of exploring the buyer system operation mode, there are a lot of misreading of the buyer system. In particular, the core competitiveness of the buyer system, at present, everyone's cognition is still in the stage of "buying hands". Based on the successful cases and theoretical support at home and abroad, this paper puts forward the point of view that the core competitiveness of the buyer-made operation model is customer-oriented. On the basis of summarizing the relevant theories at home and abroad, combined with the theory of multi-product collection shop and buyer system, this paper expounds and analyzes the present situation and problems of S company's purchasing hand system operation. Because it has not been a long time since the buyer system entered China, it has not yet formed the correct direction and theoretical orientation of the buyer system, which has been tested by practice. Based on the theory and the successful experience of S company reform, this paper puts forward the concrete detailed rules of buyer system operation, in order to solve the problems encountered in carrying out the purchase hand system within the enterprise, and puts forward some constructive countermeasures and suggestions for the management of the purchase hand system operation strategy. Its applicability and restriction are explained.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274
本文编号：2474958
[Abstract]:With the advent of individualized consumption era, the speed of market demand change is getting faster and faster. In order to adapt to this speed, many enterprises began to carry out the reform of operation system. Buying manual operation mode is a new operation mode which is customer-oriented and can quickly cope with market changes, respond to market demand and meet market demand. Successful operation of Uniqlo, ZARA,HM, hot wind and other enterprises. In order to cope with the changes in the market, many enterprises are also constantly trying to promote the purchase and manual operation model in order to survive and develop, using the employment of professionals, online product development systems, upgrading terminal sales data systems and other ways and means. With the expectation that can quickly correspond to and meet the market demand, and finally make the enterprise develop and grow. This paper points out the characteristic process of buyer's system by combining chart with case. On this basis, this paper summarizes the characteristics of the success and failure of the enterprises that are trying to carry out the buy-by-hand system. At present, domestic enterprises are still in the process of exploring the buyer system operation mode, there are a lot of misreading of the buyer system. In particular, the core competitiveness of the buyer system, at present, everyone's cognition is still in the stage of "buying hands". Based on the successful cases and theoretical support at home and abroad, this paper puts forward the point of view that the core competitiveness of the buyer-made operation model is customer-oriented. On the basis of summarizing the relevant theories at home and abroad, combined with the theory of multi-product collection shop and buyer system, this paper expounds and analyzes the present situation and problems of S company's purchasing hand system operation. Because it has not been a long time since the buyer system entered China, it has not yet formed the correct direction and theoretical orientation of the buyer system, which has been tested by practice. Based on the theory and the successful experience of S company reform, this paper puts forward the concrete detailed rules of buyer system operation, in order to solve the problems encountered in carrying out the purchase hand system within the enterprise, and puts forward some constructive countermeasures and suggestions for the management of the purchase hand system operation strategy. Its applicability and restriction are explained.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274
【参考文献】
相关期刊论文 前2条
1 张雯;刘宝成;;中国服装零售业商业模式分析——买手模式将成主流趋势[J];山东纺织经济;2012年02期
2 罗晓康;;买手模式,真正的市场导向[J];销售与市场(评论版);2010年02期
，本文编号：2474958
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