快时尚服装企业SPA模式优化策略研究
发布时间：2021-01-03 01:26
伴随着经济增长放缓以及服装消费者消费观念与习惯的改变,传统服装企业经营惨淡;但国外快时尚服装企业却依然保持良好增长势头,销售额不断增加,门店销售渠道也开始向三四线城市扩展。快时尚服装是我国服装市场发展的重大趋势之一,其快速反应、平价、符合消费者时尚需求的特点广受消费者青睐。SPA是一种自有品牌零售经营模式,已经成为ZARA、优衣库等全球领先的快时尚服装企业最主要的经营模式。目前,SPA模式在我国还处在起步阶段,探讨分析先进的经营模式对我国本土服装企业乃至整个服装行业的发展具有重要意义。本文首先界定了快时尚与SPA模式等概念、阐述了相关理论,分析了我国目前服装行业的发展状况和本土服装企业在经营模式上所存在的问题;其次,以国外有代表性的ZARA、优衣库、H&M三家成功的快时尚企业为例,对其企业市场定位、运营中所采用的主要策略等方面进行了分析,对比国外快时尚服装企业与我国传统服装企业的经营模式区别,总结了国外成功的快时尚服装企业对我国服装企业的启示。最后,选取H公司在进行快时尚SPA模式的应用,通过分析H公司现有营销策略和存在的问题,提出了针对于H公司在商品企划、经营信息共享系统、供...
【文章来源】：广东外语外贸大学广东省
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
Chapter Ⅰ Introduction
1.1 Research Background
1.2 Research Significance and Objectives
1.2.1 Research Significance
1.2.2 Research Objectives
1.3 Research Method
1.3.1 Literature Research
1.3.2 Case Research
1.3.3 The Method of Comparative Analysis
Chapter Ⅱ Literature Review
2.1 The Overview of the Fast Fashion
2.1.1 The Definition of the Fast Fashion
2.1.2 The Characteristics of the Fast Fashion Companies
2.2 The Overview of the SPA model
2.2.1 The Definition of the SPA Model
2.2.2 Changes in the Clothing SPA Model
2.2.3 Main Types of SPA Model
2.2.4 Characteristics of SPA Model
2.3 The Research of SPA model
2.4 The Relevant Theory of STP Marketing Strategy
2.4.1 Segmentation
2.4.2 Targeting
2.4.3 Positioning
Chapter Ⅲ The Situation of the H Company
3.1 The Overview of the H Company
3.2 The Organizational Structure of the H Company
3.3 The STP Analysis of the Target Market of the H Company
3.3.1 The Target Market Segmentation of the H Company
3.3.2 The Target Market Selection of the H Company
3.3.3 Market Positioning of the H Company
3.4 The Business Model Analysis of the H Company
3.5 Existing Problems
3.5.1 Business operation information fails to effectively interface with suppliers
3.5.2 Insufficient Product Planning Capability
3.5.3 The Lack of Retail Channel Management
3.5.4 Lack of Company Management
3.5.5 Failure to Form an Interest Alliance with Suppliers
Chapter Ⅳ The Analysis of the H Company
4.1 The Analysis on Clothing Enterprises
4.1.1 The Current Situation of Domestic Clothing Industry
4.1.2 The Development Problems of Chinese Clothing Industry
4.1.3 The Overview of Foreign Fast Fashion Enterprises
4.1.4 The Analysis on SPA Model Adopted by Foreign Fast Fashion Enterprises
4.1.5 The Comparison between SPA Model and Traditional Model
4.2 The Need to Implement the SPA model
4.3 Implementation of SPA model feasibility analysis
4.3.1 Similar Market Positioning
4.3.2 Similar Target Customer
4.3.3 Similar Price Positioning
4.3.4 Diversified Design Concept
4.3.5 Simple Marketing Channel
Chapter Ⅴ Marketing Strategy Analysis and Opitimaztion Strategy
5.1 Marketing Strategy Analysis
5.1.1 Product Strategy
5.1.2 Price Strategy
5.1.3 Place Strategy
5.1.4 Promotion Strategy
5.2 SPA Model Optimization Strategy of the H Company
5.2.1 Building an Information Sharing Platform
5.2.2 Optimizing Product Planning
5.2.3 Strengthening terminal store management
5.2.4 Optimizing the organizational structure and mechanism of the enterprise
5.2.5 Strengthening supplier management
Chapter Ⅵ Suggetion for Domestic Apparel Company
6.1 Establishing strategic partnerships with suppliers and manufacturers
6.2 Implementing Information Sharing System
6.3 Efficient Logistics System
6.4 Strengthening Retail Manangement
6.5 Strengthening the ability of the brand merchandising planning
Chapter Ⅶ Conclusion and Prospect
7.1 Conclusion
7.2 The study inadequacies in this paper
7.3 Prospects
REFERENCE
【参考文献】：
期刊论文
[1]海澜之家自有品牌服装的营销策略研究[J]. 陈巧,金秀玲. 现代商业. 2015(28)
[2]福建长乐纺织业加入国际SPA服装专业店供应链研究[J]. 陈丹丹,叶翀. 物流工程与管理. 2015(05)
[3]国际SPA品牌的信息流整合研究[J]. 任珊. 北京服装学院学报(自然科学版). 2013(04)
[4]走对手不敢走的路——世界第三大富豪阿曼西奥·奥特加[J]. 周雁翔. 金融博览(财富). 2013(05)
[5]浅析中小型服装企业推广SPA模式面临的问题及其对策[J]. 温平则. 河北企业. 2012(10)
[6]我国服装品牌现状与分析[J]. 徐小方. 现代经济信息. 2012(12)
[7]基于H&M与Meters/bonwe的快时尚服装品牌战略对比分析[J]. 李燕,刘咏梅. 现代商业. 2011(30)
[8]解析SPA经营模式中的创新形式[J]. 段婵娟. 纺织导报. 2011(06)
[9]服装企业SPA模式的运营研究[J]. 江维国. 浙江纺织服装职业技术学院学报. 2011(01)
[10]日本优衣库（UNIQLO）服装经营之道[J]. 周景艳. 吉林省经济管理干部学院学报. 2010(06)
博士论文
[1]时尚产业组织模块化价值创新能力评价研究[D]. 颜莉.东华大学 2013
硕士论文
[1]ZARA品牌的运营模式分析及对中国服装业的启示[D]. 秦天芝.海南大学 2015
[2]中国高端服装品牌发展策略研究[D]. 杨帆.武汉纺织大学 2014
[3]中国贸易转型时期服装产业的发展与出路[D]. 桂燕.吉林大学 2013
[4]基于限制理论的SPA服装企业营销渠道模式研究[D]. 何斐.东华大学 2012
[5]SPA模式下产品企划研究与应用[D]. 陈娜.浙江理工大学 2012
[6]中国服装企业SPA应用研究[D]. 赵前永.北京服装学院 2010
[7]休闲服装品牌买手的产品选择策略研究[D]. 王伟.东华大学 2010
[8]自主品牌服装营销模式研究[D]. 崔淋.厦门大学 2009
[9]中国SPA服装企业经营策略研究[D]. 李珍芳.复旦大学 2009
本文编号：2954037
【文章来源】：广东外语外贸大学广东省
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
Chapter Ⅰ Introduction
1.1 Research Background
1.2 Research Significance and Objectives
1.2.1 Research Significance
1.2.2 Research Objectives
1.3 Research Method
1.3.1 Literature Research
1.3.2 Case Research
1.3.3 The Method of Comparative Analysis
Chapter Ⅱ Literature Review
2.1 The Overview of the Fast Fashion
2.1.1 The Definition of the Fast Fashion
2.1.2 The Characteristics of the Fast Fashion Companies
2.2 The Overview of the SPA model
2.2.1 The Definition of the SPA Model
2.2.2 Changes in the Clothing SPA Model
2.2.3 Main Types of SPA Model
2.2.4 Characteristics of SPA Model
2.3 The Research of SPA model
2.4 The Relevant Theory of STP Marketing Strategy
2.4.1 Segmentation
2.4.2 Targeting
2.4.3 Positioning
Chapter Ⅲ The Situation of the H Company
3.1 The Overview of the H Company
3.2 The Organizational Structure of the H Company
3.3 The STP Analysis of the Target Market of the H Company
3.3.1 The Target Market Segmentation of the H Company
3.3.2 The Target Market Selection of the H Company
3.3.3 Market Positioning of the H Company
3.4 The Business Model Analysis of the H Company
3.5 Existing Problems
3.5.1 Business operation information fails to effectively interface with suppliers
3.5.2 Insufficient Product Planning Capability
3.5.3 The Lack of Retail Channel Management
3.5.4 Lack of Company Management
3.5.5 Failure to Form an Interest Alliance with Suppliers
Chapter Ⅳ The Analysis of the H Company
4.1 The Analysis on Clothing Enterprises
4.1.1 The Current Situation of Domestic Clothing Industry
4.1.2 The Development Problems of Chinese Clothing Industry
4.1.3 The Overview of Foreign Fast Fashion Enterprises
4.1.4 The Analysis on SPA Model Adopted by Foreign Fast Fashion Enterprises
4.1.5 The Comparison between SPA Model and Traditional Model
4.2 The Need to Implement the SPA model
4.3 Implementation of SPA model feasibility analysis
4.3.1 Similar Market Positioning
4.3.2 Similar Target Customer
4.3.3 Similar Price Positioning
4.3.4 Diversified Design Concept
4.3.5 Simple Marketing Channel
Chapter Ⅴ Marketing Strategy Analysis and Opitimaztion Strategy
5.1 Marketing Strategy Analysis
5.1.1 Product Strategy
5.1.2 Price Strategy
5.1.3 Place Strategy
5.1.4 Promotion Strategy
5.2 SPA Model Optimization Strategy of the H Company
5.2.1 Building an Information Sharing Platform
5.2.2 Optimizing Product Planning
5.2.3 Strengthening terminal store management
5.2.4 Optimizing the organizational structure and mechanism of the enterprise
5.2.5 Strengthening supplier management
Chapter Ⅵ Suggetion for Domestic Apparel Company
6.1 Establishing strategic partnerships with suppliers and manufacturers
6.2 Implementing Information Sharing System
6.3 Efficient Logistics System
6.4 Strengthening Retail Manangement
6.5 Strengthening the ability of the brand merchandising planning
Chapter Ⅶ Conclusion and Prospect
7.1 Conclusion
7.2 The study inadequacies in this paper
7.3 Prospects
REFERENCE
【参考文献】：
期刊论文
[1]海澜之家自有品牌服装的营销策略研究[J]. 陈巧,金秀玲. 现代商业. 2015(28)
[2]福建长乐纺织业加入国际SPA服装专业店供应链研究[J]. 陈丹丹,叶翀. 物流工程与管理. 2015(05)
[3]国际SPA品牌的信息流整合研究[J]. 任珊. 北京服装学院学报(自然科学版). 2013(04)
[4]走对手不敢走的路——世界第三大富豪阿曼西奥·奥特加[J]. 周雁翔. 金融博览(财富). 2013(05)
[5]浅析中小型服装企业推广SPA模式面临的问题及其对策[J]. 温平则. 河北企业. 2012(10)
[6]我国服装品牌现状与分析[J]. 徐小方. 现代经济信息. 2012(12)
[7]基于H&M与Meters/bonwe的快时尚服装品牌战略对比分析[J]. 李燕,刘咏梅. 现代商业. 2011(30)
[8]解析SPA经营模式中的创新形式[J]. 段婵娟. 纺织导报. 2011(06)
[9]服装企业SPA模式的运营研究[J]. 江维国. 浙江纺织服装职业技术学院学报. 2011(01)
[10]日本优衣库（UNIQLO）服装经营之道[J]. 周景艳. 吉林省经济管理干部学院学报. 2010(06)
博士论文
[1]时尚产业组织模块化价值创新能力评价研究[D]. 颜莉.东华大学 2013
硕士论文
[1]ZARA品牌的运营模式分析及对中国服装业的启示[D]. 秦天芝.海南大学 2015
[2]中国高端服装品牌发展策略研究[D]. 杨帆.武汉纺织大学 2014
[3]中国贸易转型时期服装产业的发展与出路[D]. 桂燕.吉林大学 2013
[4]基于限制理论的SPA服装企业营销渠道模式研究[D]. 何斐.东华大学 2012
[5]SPA模式下产品企划研究与应用[D]. 陈娜.浙江理工大学 2012
[6]中国服装企业SPA应用研究[D]. 赵前永.北京服装学院 2010
[7]休闲服装品牌买手的产品选择策略研究[D]. 王伟.东华大学 2010
[8]自主品牌服装营销模式研究[D]. 崔淋.厦门大学 2009
[9]中国SPA服装企业经营策略研究[D]. 李珍芳.复旦大学 2009
本文编号：2954037
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