本文選題：服裝 + 競爭戰(zhàn)略��； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：隨著現(xiàn)代經(jīng)濟(jì)的發(fā)展和互聯(lián)網(wǎng)技術(shù)的不斷完善，傳統(tǒng)的服裝營銷模式已經(jīng)不能滿足新生代的主力消費(fèi)群體需求。服裝電子商務(wù)開始作為一種新的營銷方式和理念發(fā)展迅速，并逐漸被廣大消費(fèi)群體所接受。如今，其發(fā)展勢(shì)頭異常強(qiáng)勁，正在給人們的消費(fèi)習(xí)慣帶來深刻的影響。當(dāng)前服裝產(chǎn)品流行周期短，款式和品種多變。整個(gè)消費(fèi)市場(chǎng)正需要一種能滿足不同層次消費(fèi)者個(gè)性化需求的多品種小批量產(chǎn)品的供應(yīng)方式，這就使得服裝電子商務(wù)的迅猛發(fā)展成為必然。 而淘寶網(wǎng)作為服裝類電子商務(wù)行業(yè)的老大，是國內(nèi)C2C電子商務(wù)網(wǎng)站中，發(fā)展最快、最為成功的一例，以提供具有本土特色的電子商務(wù)平臺(tái)服務(wù)為宗旨，并一直不斷完善和發(fā)展。其在中國的C2C市場(chǎng)中可謂是一家獨(dú)大，市場(chǎng)份額更是超過了90%，行業(yè)中的領(lǐng)先的地位暫時(shí)是無人能撼動(dòng)的。 在淘寶網(wǎng)上，皇冠是淘寶網(wǎng)店信譽(yù)等級(jí)，商家交易量超過10000筆，被稱為皇冠店鋪�；使诘赇佊捎谄涑山涣看笄倚抛u(yù)值高，更能保證網(wǎng)上交易的安全順利進(jìn)行，已經(jīng)受到越來越多消費(fèi)者的青睞。目前，淘寶網(wǎng)上的皇冠店鋪已達(dá)數(shù)萬家之多，而服裝皇冠店鋪又是其中的佼佼者，Ivy皇冠店鋪正是其中的典型代表。創(chuàng)立至今，發(fā)展迅速，是淘寶網(wǎng)中一家中小型的集服裝設(shè)計(jì)、生產(chǎn)、銷售一條龍服務(wù)的商家。當(dāng)下，Ivy皇冠店鋪正面對(duì)日益增多的新商家以及大商家的競爭，如何才能在日益激烈的淘寶戰(zhàn)中突圍而出，成為了Ivy皇冠店鋪亟待解決的問題。因此，要認(rèn)清店鋪的競爭戰(zhàn)略，必須對(duì)店鋪的優(yōu)勢(shì)和劣勢(shì)進(jìn)行充分客觀的分析，抓住外部環(huán)境機(jī)遇和規(guī)避威脅，為店鋪的持續(xù)發(fā)展提供保證，這是本文的研究指導(dǎo)思想。 本文先從Ivy皇冠店鋪所處的外部環(huán)境著手，首先運(yùn)用PEST分析方法和波特五力模型，分別對(duì)店鋪所處的宏觀環(huán)境和競爭環(huán)境進(jìn)行分析，然后對(duì)店鋪的內(nèi)部環(huán)境資源進(jìn)行綜合梳理，為店鋪競爭戰(zhàn)略的制定奠定基礎(chǔ)。其次采用SWOT分析法找出店鋪在競爭環(huán)境中所具有的優(yōu)勢(shì)及劣勢(shì)以及店鋪外部環(huán)境所帶來的機(jī)遇和威脅，與店鋪實(shí)際情況相結(jié)合，制定并選擇適合店鋪發(fā)展的競爭戰(zhàn)略。最后，為了保證店鋪戰(zhàn)略目標(biāo)的達(dá)成，對(duì)競爭戰(zhàn)略的實(shí)施提出一定的對(duì)策和建議。 經(jīng)過研究分析，結(jié)合Ivy皇冠店鋪所處的外部競爭環(huán)境及已有的資源能力基礎(chǔ)，提出了店鋪的戰(zhàn)略目標(biāo)：即力爭成為淘寶網(wǎng)C2C服裝行業(yè)細(xì)分市場(chǎng)中的領(lǐng)頭羊。而為實(shí)現(xiàn)戰(zhàn)略目標(biāo)，將選擇專一化戰(zhàn)略與差異化戰(zhàn)略相結(jié)合的方式來獲取競爭優(yōu)勢(shì)。最后，通過對(duì)Ivy皇冠店鋪在營銷策略、品牌策略及服務(wù)策略的制定，生產(chǎn)品質(zhì)管理的完善，，客戶關(guān)系管理的加強(qiáng)等措施來保障店鋪戰(zhàn)略目標(biāo)的實(shí)現(xiàn)。
[Abstract]:With the development of modern economy and the continuous improvement of Internet technology, the traditional fashion marketing model can not meet the needs of the main consumer groups of the new generation. As a new marketing method and concept, apparel e-commerce has developed rapidly, and gradually accepted by the vast number of consumer groups. Now, its development momentum is extremely strong, is bringing profound influence to people's consumption habits. The current fashion cycle is short, style and variety are changeable. The whole consumer market is in need of a multi-variety and small-batch product supply mode which can meet the individual needs of consumers at different levels, which makes the rapid development of apparel e-commerce become inevitable. Taobao, as the leader of the clothing e-commerce industry, is the fastest growing and most successful example of the domestic C2C e-commerce website. It aims to provide e-commerce platform with local characteristics, and has been constantly improving and developing. Its C2C market in China is a dominant, market share is more than 90, the industry's leading position is temporarily no one can shake. On Taobao, crown is the reputation of Taobao store, more than 10000 business transactions, known as Crown Store. Because of its large volume and high reputation, Crown Store can ensure the safe and smooth conduct of online transactions, and has been favored by more and more consumers. At present, there are tens of thousands of crown shops on Taobao, and the clothing crown shop is one of the best among them, the Ivy crown store is a typical representative. Founded since the rapid development, is a small and medium-sized Taobao clothing design, production, sales of one-stop service business. At present, Ivy Crown Store is facing the competition of more and more new merchants and big merchants. How to break out in the increasingly fierce battle of Taobao has become an urgent problem to be solved by Ivy Crown Store. Therefore, in order to recognize the competitive strategy of the shop, we must make a full and objective analysis of the advantages and disadvantages of the store, seize the opportunity of the external environment and circumvent the threat, and provide the guarantee for the sustainable development of the shop. This is the guiding ideology of this paper. This paper begins with the external environment of Ivy Crown Store, firstly, using the PEST analysis method and Porter's five Force Model to analyze the macro environment and competition environment of the shop, and then combing the internal environmental resources of the store. For the establishment of shop competition strategy laid the foundation. Secondly, SWOT analysis method is used to find out the advantages and disadvantages of the store in the competitive environment and the opportunities and threats brought by the external environment of the store. Combined with the actual situation of the store, the author formulates and selects the competitive strategy suitable for the development of the store. Finally, in order to ensure the achievement of the strategic goal of the shop, some countermeasures and suggestions on the implementation of the competition strategy are put forward. Through the research and analysis, combined with the external competition environment of Ivy crown store and the existing resource ability foundation, the strategic goal of the shop is put forward: strive to become the leader in Taobao C2C clothing industry segment market. In order to achieve the strategic goal, we will choose the combination of specialization strategy and differentiation strategy to gain competitive advantage. Finally, through the Ivy crown shop in the marketing strategy, brand strategy and service strategy formulation, production quality management improvement, customer relationship management and other measures to ensure the realization of store strategic objectives.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F724.6

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