淮安品牌女装代理商经营模式的创新研究和对策分析

发布时间：2018-01-17 15:01

本文关键词：淮安品牌女装代理商经营模式的创新研究和对策分析　出处：《南京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：淮安品牌女装代理商的经营活动由单纯的渠道向多方面的市场渠道转变。由以前的以开设“专卖店”为主,辅以在大型的零售百货商场租赁柜台的模式转变为联营模式、物业租赁模式和托管模式。商业零售业特别是大型的零售百货商场以统一筹划商场营销为基础,采取分类招商的形式,将整体的经营区域以不同的品类为依据进行招商。这种商业实体招商模式的广泛存在使得品牌女装代理商的经营模式发生了改变。可以看出商业零售业的市场已经在改变,作为经营主体的“品牌女装的代理商”必须得从自身的所处行业的现实背景出发,改变现在的各自为战状态,积极提升整个行业的竞争力水平。从宏观的角度来看,这是一场经营主体与商业实体的竞争博弈。从微观层面看,这是对淮安品牌女装代理商经营模式的创新与探索研究。本文运用文献资料法来进行问题研究,并结合行业所处的商业环境和代理商自身的行业地位,提出需要对现有的经营模式进行创新,需要构建淮安品牌女装代理商战略联盟、实现O2O的销售模式、做好品牌规划管理的方案。并对建立有效的战略联盟、实现O2O的销售模式、做好品牌规划管理的方案提出了需要注意的关键环节和方面。本文侧重于探讨影响经营模式创新中因素协同关系识别的问题,从而确立出其中的关键因素,最终,为身处零售终端的淮安品牌女装代理商寻求出一条更为稳健的生存之路。
[Abstract]:Huaian brand women's wear agent business activities from a simple channel to a variety of market channels. By the previous to open "stores". The commercial retail market, especially the large retail department store, is based on the unified marketing planning of the retail department store based on the transformation of the mode of leasing counters in large retail department stores to the mode of joint operation, the mode of property leasing and the mode of trusteeship. Take the form of classified investment. The whole business area will be based on different categories of investment. The widespread existence of this business entity investment model has changed the business model of brand women's wear agents. We can see that the commercial retail market has been. It's changing. As the main business body of the "brand women's wear agent" must start from their own industry background, to change the current state of war. Actively improve the competitiveness of the entire industry. From a macro point of view, this is a business and business entities of the competition game. From the micro level. This is the innovation and exploration of Huaian brand women's wear agent business model. This paper uses the method of literature to study the problems and combines the business environment of the industry and the status of the agents themselves. Put forward the need to the existing business model innovation, the need to build Huaian brand women's wear agent strategic alliance, to achieve O2O sales model, to do a good job of brand planning and management, and to establish an effective strategic alliance. In order to realize the sales mode of O _ 2O and make a good plan of brand planning and management, this paper puts forward the key links and aspects that need to be paid attention to. This paper focuses on the identification of the factors that affect the innovation of business model. Thus, the key factors are established, and finally, the Huaian brand women's clothing agent in the retail terminal seeks a more stable way to survive.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721

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