我国服装企业双渠道分析与选择研究
发布时间：2018-10-12 09:49
【摘要】： 我国是服装大国,但并不是服装强国,我国服装企业发展水平层次不齐,而且服装消费市场也呈现明显的二元性,发达地区与不发达地区,农村与城市都存在很大的差异,这就需要研究我国现有各个不同层次的服装企业,找出一条适合其发展的分销渠道和信息渠道。 现在的一些文献资料对服装企业品牌建设和文化建设研究的较多,对渠道建设的研究也只是停留在对分销渠道的研究,而且研究的比较泛泛,没有把信息渠道和分销渠道结合在一起综合考虑,这样对于服装行业来说是不科学的,服装流行周期短,服装流行周期不仅表现在时装季节短,也表现在面料、流行色、款式、设计的快速变化,这个特点给服装行业带来无限的生机,也给服装企业经营带来高风险性和不稳定性。这就要求服装企业做到根据市场信息迅速的捕捉流行趋势,抓住机会,抢占市场。之所以把信息渠道和分销渠道放在一起讨论还是因为两者之间具有相辅相成的关系,信息渠道可以包括单向的信息渠道,如广告,公共关系等,双向的信息渠道是依靠分销渠道来完成的,分销渠道的模式选择直接影响信息渠道作用的发挥,反过来有效的信息传递,会强化原有分销渠道或改变原有分销渠道而采取更有效的分销渠道。 根据服装企业的特点,提出信息渠道的概念,即:所有有利于企业在设计、生产、销售等方面的信息的流转路径,就叫做信息渠道,包括单向信息传出渠道、单向的信息收集渠道、双向信息传播渠道。并且将信息渠道提高到与分销渠道同样重要的高度,一并称为“双渠道”。 同时将我国服装企业根据价格不同和双渠道的差异性,分为高档服装企业、中档服装企业、低档知名品牌服装企业和低档非知名品牌服装企业,并且将分销渠道和信息渠道整合后分别与高档、中档、低档知名品牌服装企业和低档非知名品牌服装企业进行适应性分析和选择研究,探求一条适合我国不同层次企业的最佳渠道。
[Abstract]:China is a large clothing country, but not a strong clothing country. The level of development of garment enterprises in China is not uniform, and the clothing consumption market also presents an obvious duality. There are great differences between developed and underdeveloped areas, rural areas and cities. Therefore, it is necessary to study the different levels of garment enterprises in our country and find out a distribution channel and information channel suitable for their development. At present, some documents have done more research on brand building and cultural construction of garment enterprises, and the research on channel construction has only stayed in the research of distribution channels, and the research has been more general. There is no comprehensive consideration of the combination of information channels and distribution channels. This is unscientific for the clothing industry. The fashion period is short, and the fashion cycle is not only reflected in the short fashion season, but also in the fabric, fashionable colors, and styles. The rapid change of design brings infinite vitality to garment industry, and also brings high risk and instability to garment enterprise management. This requires garment enterprises to quickly capture trends according to market information, seize opportunities and seize the market. The reason why information channels and distribution channels are discussed together or because there is a complementary relationship between the two, information channels can include one-way information channels, such as advertising, public relations, etc. The two-way information channel is based on the distribution channel. The mode choice of the distribution channel directly affects the function of the information channel, and in turn, the effective information transmission. Will strengthen the original distribution channels or change the original distribution channels to adopt more effective distribution channels. According to the characteristics of garment enterprises, the concept of information channel is put forward, that is, all information flow paths that are conducive to the design, production and sale of enterprises are called information channels, including one-way information outgoing channels. One-way information collection channel, two-way information dissemination channel. And the information channel to the distribution channel as important as the height, together with the "double channel." At the same time, according to the difference of price and double channels, the garment enterprises of our country are divided into high-grade clothing enterprises, mid-grade clothing enterprises, low-grade well-known brand clothing enterprises and low-grade and non-well-known brand clothing enterprises. After integrating the distribution channel and the information channel, the adaptability analysis and selection of the high-grade, middle-grade, low-grade well-known brand clothing enterprises and the low-grade non-well-known brand clothing enterprises are carried out, respectively. To explore a suitable for different levels of Chinese enterprises the best channel.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F426.86
本文编号：2265677
[Abstract]:China is a large clothing country, but not a strong clothing country. The level of development of garment enterprises in China is not uniform, and the clothing consumption market also presents an obvious duality. There are great differences between developed and underdeveloped areas, rural areas and cities. Therefore, it is necessary to study the different levels of garment enterprises in our country and find out a distribution channel and information channel suitable for their development. At present, some documents have done more research on brand building and cultural construction of garment enterprises, and the research on channel construction has only stayed in the research of distribution channels, and the research has been more general. There is no comprehensive consideration of the combination of information channels and distribution channels. This is unscientific for the clothing industry. The fashion period is short, and the fashion cycle is not only reflected in the short fashion season, but also in the fabric, fashionable colors, and styles. The rapid change of design brings infinite vitality to garment industry, and also brings high risk and instability to garment enterprise management. This requires garment enterprises to quickly capture trends according to market information, seize opportunities and seize the market. The reason why information channels and distribution channels are discussed together or because there is a complementary relationship between the two, information channels can include one-way information channels, such as advertising, public relations, etc. The two-way information channel is based on the distribution channel. The mode choice of the distribution channel directly affects the function of the information channel, and in turn, the effective information transmission. Will strengthen the original distribution channels or change the original distribution channels to adopt more effective distribution channels. According to the characteristics of garment enterprises, the concept of information channel is put forward, that is, all information flow paths that are conducive to the design, production and sale of enterprises are called information channels, including one-way information outgoing channels. One-way information collection channel, two-way information dissemination channel. And the information channel to the distribution channel as important as the height, together with the "double channel." At the same time, according to the difference of price and double channels, the garment enterprises of our country are divided into high-grade clothing enterprises, mid-grade clothing enterprises, low-grade well-known brand clothing enterprises and low-grade and non-well-known brand clothing enterprises. After integrating the distribution channel and the information channel, the adaptability analysis and selection of the high-grade, middle-grade, low-grade well-known brand clothing enterprises and the low-grade non-well-known brand clothing enterprises are carried out, respectively. To explore a suitable for different levels of Chinese enterprises the best channel.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F426.86
【参考文献】
相关期刊论文 前3条
1 周旭东,夏蕾;快速反应在服装营销中的应用[J];纺织学报;2004年04期
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3 李国生;;品牌服装营销模式的创新研究[J];商场现代化;2006年11期
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