上海LC服装公司快时尚商业模式优化研究

发布时间：2018-05-06 23:25

本文选题：快时尚 + 商业模式　；参考：《东华大学》2015年硕士论文

【摘要】：中国服装行业即将进入黄金十年,根据国家统计局的数据,2014年中国服装、纺织品类商品零售额为12562.9亿元,从2011年到2014年每年都有高于10%的增长,至2030年我国服装市场容量都将以平均每年至少10%的速度增长。中长期看,这对我国品牌服装企业生存的环境非常有利。然而,服装市场的需求在扩大,竞争也日益激烈,随着市场主要消费群体的变化,过去10年中,外资服装企业纷纷逐鹿中国市场,抢占了一、二线城市30%以上的市场份额,同时也给国内传统服装企业带来了新的商业模式——快时尚商业模式。国内服装企业运用快时尚商业模式,虽然取得了快速的销售增长,然而却也同样带来了库存迅速增长,店铺坪效低等问题。本文试图通过对于快时尚商业模式各种有效因素的归纳和整理,获得一套相对完整的快时尚模式核心价值体系,并且遵循这个体系对国内服装企业的实际操作和改造提出合理化和可行性方案,以上海LC服装公司为样本,为国内其他服装企业提供一些启示与建议。本文通过对前人的文献和研究成果,对快时尚商业模式的组成要素,国外及国内服装企业在中国市场的行业动态做了梳理和总结,然后选取其中品牌营销策略、产品开发机制与流程、销售渠道与运营3个组成要素进行研究分析。通过与日本服装企业优衣库案例对比研究,得出上海LC服装公司存在以下不足之处:从品牌营销的角度来看,细分品牌定位存在定位重叠或偏差;销售收入与店铺增长不同步;从销售渠道和运营的角度来看,细分品牌店铺铺设不联动;网络销售渠道所占比重不足;实体店铺的运营成本与收益不成正比;根据上述不足之处,运用数据分析上海LC服装公司不足之处发生的原因,进行实证分析。最后根据问题与原因提出优化方案,对上海LC服装公司给予品牌战略及O2O渠道模式的优化,主要包括:从品牌战略角度,进行品牌细分的优化;区域联动推广的优化;品牌店铺铺货计划和流动计划的优化;从O2O渠道模式角度,进行实体店铺的优化,库存设置及运转的优化以及网络购物渠道扩张的优化;对于许多需要从传统商业模式向快时尚商业模式转型的国内服装企业来说,多品牌营销战略和渠道模式的优化是有借鉴和参考意义的。
[Abstract]:China's clothing industry is about to enter a golden decade. According to the National Bureau of Statistics, retail sales of clothing and textiles in China in 2014 were 1.25629 trillion yuan, with an annual growth of more than 10% from 2011 to 2014. By 2030, the capacity of China's clothing market will grow at an average rate of at least 10% a year. Medium and long-term view, this is advantageous to the environment that our country brand clothing enterprise survives. However, the demand in the clothing market is expanding and the competition is becoming increasingly fierce. With the changes of the major consumer groups in the market, over the past 10 years, foreign-funded garment enterprises have been chasing the Chinese market, preempting more than 30% of the market share of the first and second tier cities. At the same time, it also brings a new business model-fast fashion business model to domestic traditional garment enterprises. Domestic garment enterprises use fast fashion business model, although they have achieved rapid sales growth, but also brought about a rapid increase in inventory, low shop efficiency and other problems. This paper attempts to obtain a relatively complete core value system of fast fashion mode by summarizing and sorting out all kinds of effective factors of fast fashion business model. In accordance with this system, this paper puts forward rationalization and feasibility scheme for the actual operation and transformation of domestic garment enterprises, taking Shanghai LC Garment Company as a sample to provide some enlightenment and suggestions for other domestic garment enterprises. Based on the previous literature and research results, this paper summarizes the elements of fast fashion business model, the industry trends of foreign and domestic garment enterprises in China, and then selects the brand marketing strategy. Product development mechanism and process, sales channels and operation of the three elements of research and analysis. Through a comparative study with Uniqlo, a Japanese clothing enterprise, it is concluded that Shanghai LC Garment Company has the following shortcomings: from the perspective of brand marketing, the positioning of subdivision brand has overlap or deviation, the sales revenue and store growth are out of step; From the sales channel and operation point of view, sub-brand shop laying is not linked; the proportion of network sales channel is insufficient; the operating cost of the physical store is not proportional to the income; according to the above deficiencies, Using data to analyze the reasons for the deficiency of Shanghai LC Garment Company, the empirical analysis is carried out. Finally, according to the problems and reasons, the optimization scheme is put forward to optimize the brand strategy and O _ 2O channel mode of Shanghai LC Garment Company, mainly including: from the perspective of brand strategy, the optimization of brand segmentation, the optimization of regional linkage promotion; From the perspective of O _ 2O channel mode, the optimization of physical stores, inventory setting and operation, and the expansion of online shopping channels are optimized. For many domestic garment enterprises that need to transform from traditional business model to fast fashion business model, the optimization of multi-brand marketing strategy and channel mode is of reference and reference significance.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86

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