本文選題：品牌服裝 + 網(wǎng)絡(luò)直銷��； 參考：《蘇州大學(xué)》2008年碩士論文

【摘要】： 近兩年,隨著我國網(wǎng)絡(luò)普及率的不斷提高,使網(wǎng)絡(luò)購物發(fā)展迅猛,根據(jù)艾瑞咨詢統(tǒng)計數(shù)據(jù),2008年上半年,我國網(wǎng)購市場交易規(guī)模已達531.5億元,接近去年全年561億元的規(guī)模。互聯(lián)網(wǎng)的商業(yè)價值被越來越多的服裝企業(yè)所重視,不少企業(yè)紛紛建立網(wǎng)站,進行網(wǎng)絡(luò)營銷。但大部分企業(yè)網(wǎng)站僅用于信息發(fā)布,真正進行網(wǎng)上銷售的很少。因為在大多數(shù)企業(yè)看來,服裝屬于傳統(tǒng)模式的特殊消費品,親身體驗很重要,是不適合網(wǎng)上銷售的。 但隨著PPG襯衫將“輕公司直銷模式”帶入服裝業(yè),網(wǎng)絡(luò)直銷成了2007年服裝行業(yè)最熱的議題。PPG無實體店,將產(chǎn)品的原料、生產(chǎn)、檢驗、運送等環(huán)節(jié)全部外包,自己只負責產(chǎn)品的開發(fā)與銷售。利用網(wǎng)站、電話和目錄進行直銷,在短短兩三年時間內(nèi),擠進了男襯衫前三甲。PPG商業(yè)模式的成功,在于對服裝傳統(tǒng)的銷售模式的創(chuàng)新。它將網(wǎng)絡(luò)和目錄銷售的形式引入男襯衫行業(yè),通過大幅度降低渠道費用,使消費者能夠以更低的價格買到理想的襯衫。業(yè)內(nèi)把這種通過渠道創(chuàng)新而取得效益的網(wǎng)絡(luò)直銷模式叫做“渠道模式”。 與傳統(tǒng)加盟、代理商式的銷售方式相比,“渠道模式”的優(yōu)勢就在于消耗在銷售渠道上的費用低,產(chǎn)品具有價格上的絕對優(yōu)勢。這個優(yōu)勢對于網(wǎng)絡(luò)購物來說是非常重要的。因為大部分人選擇網(wǎng)絡(luò)購物就是因為“價格便宜”而受到了吸引。但這種模式由于沒有自己的實體工廠,對于供應(yīng)鏈的依賴程度很高,在供應(yīng)鏈管理、訂單管理方面不具備足夠控制力。如果供應(yīng)鏈上某環(huán)節(jié)出現(xiàn)問題,就會對銷售將產(chǎn)生很大影響。近期PPG就因為網(wǎng)購規(guī)模擴展太快,與外包企業(yè)間合作產(chǎn)生一些問題,致使產(chǎn)品質(zhì)量受到影響而導(dǎo)致用戶退貨現(xiàn)象不斷出現(xiàn)。同時物流速度也無法得到保障,送貨太慢也不斷引起客戶的不滿。因此,對于這種類型的直銷公司來說,成敗的關(guān)鍵就是如何“整合好外部資源”,使供應(yīng)鏈上下游協(xié)調(diào)運轉(zhuǎn)。 在“輕公司”遭遇質(zhì)量、服務(wù)等瓶頸時,以BONO為代表的傳統(tǒng)服裝企業(yè)也紛紛建立起直銷網(wǎng)站。他們學(xué)習(xí)了PPG直銷模式,但又非完全復(fù)制PPG,而是根據(jù)企業(yè)的品牌與品質(zhì)優(yōu)勢,打造出包括呼叫中心、目錄銷售、網(wǎng)絡(luò)直銷、地面直營店在內(nèi)的立體整合營銷架構(gòu),而且從提高產(chǎn)品品質(zhì)以及售前、售中及售后服務(wù)入手,爭取服務(wù)的人性化和個性化,實現(xiàn)從賣產(chǎn)品到賣服務(wù)的戰(zhàn)略升級。業(yè)內(nèi)將這種直銷模式叫“產(chǎn)品模式”。 “產(chǎn)品模式”直銷企業(yè)在服裝品質(zhì)及個性化服裝方面有著與生俱來的優(yōu)勢。不過,傳統(tǒng)服裝企業(yè)自建網(wǎng)站進行網(wǎng)絡(luò)營銷也存在許多的不足:一是缺乏網(wǎng)絡(luò)信息技術(shù)人才,如果在網(wǎng)絡(luò)營銷上投入太大,勢必影響到其原有模式營銷渠道的拓展;二是目前大部分的網(wǎng)絡(luò)購物者年齡集中在18-30歲,這些人購物圖的是方便、快捷、便宜,因此以定制為主的網(wǎng)絡(luò)直銷模式,目前還不具備價格與人氣優(yōu)勢。 受啟發(fā)于2006年底家電行業(yè)建立的“品牌家電網(wǎng)”,本文提出了建立B2C服裝直銷網(wǎng)站聯(lián)盟的構(gòu)想。具體思路是:由政府相關(guān)部門(如服裝行業(yè)協(xié)會)進行監(jiān)管,由品牌服裝企業(yè)提供產(chǎn)品,由IT企業(yè)提供網(wǎng)絡(luò)支持的一種大型服裝B2C網(wǎng)絡(luò)購物超市,直銷各品牌的換季與庫存產(chǎn)品。如同建立一個網(wǎng)絡(luò)OUTLETS購物中心。這樣,一方面可為服裝企業(yè)減輕沉重的庫存包袱;另一方面通過網(wǎng)絡(luò)這樣一個傳播速度快、傳播面廣的宣傳平臺,擴大品牌在消費者心中的影響力。同時,換季產(chǎn)品有相當大的價格吸引力也與品牌企業(yè)原有銷售渠道的產(chǎn)品定位有了差別,相互間不會產(chǎn)生沖突。網(wǎng)絡(luò),作為繼電視、報紙之后的第三大媒體,是品牌擴張的新興傳播平臺,它以傳播面廣、成本投入低、針對性強、互動性強等優(yōu)勢成為現(xiàn)今傳統(tǒng)媒體無法替代的信息平臺,作為傳統(tǒng)行業(yè)的服裝業(yè),我們應(yīng)該抓住大趨勢,積極探索服裝電子商務(wù)應(yīng)用之道。網(wǎng)絡(luò)平臺是服裝企業(yè)發(fā)展不可忽視的戰(zhàn)場! 本課題主要采用了市場調(diào)研法和比較分析法對服裝網(wǎng)絡(luò)直銷現(xiàn)有模式的優(yōu)勢、缺陷、網(wǎng)站設(shè)計等方面進行了比較分析,提出了建立品牌服裝直銷網(wǎng)站聯(lián)盟的構(gòu)想,并從網(wǎng)站的構(gòu)成、產(chǎn)品定位、發(fā)展優(yōu)勢等三方面進行了論述。對于探討服裝行業(yè)電子商務(wù)運用模式有一定指導(dǎo)意義。
[Abstract]:In the last two years, with the continuous improvement of network popularity in China, online shopping has developed rapidly. According to the statistics of Eli, in the first half of 2008, the transaction scale of the online shopping market in China reached 53 billion 150 million yuan, close to the scale of 56 billion 100 million yuan in last year. The commercial value of the Internet has been valued by more and more clothing enterprises, and many enterprises have built it in succession. Web site, online marketing. But most of the enterprise websites are only used for information release, and there are few real online sales. Because in most enterprises, clothing belongs to the special consumer goods of traditional mode. Personal experience is very important, it is not suitable for online sales.
But as the PPG shirt brings the "light company direct selling mode" into the garment industry, network direct selling has become the hottest issue of the clothing industry in 2007,.PPG non entity store, outsourcing all the products, production, inspection, and transportation. It is only responsible for the development and sale of the products. Using network stations, telephone and catalogues to carry out direct selling in just two or three years. Inside, the success of the three a.PPG business model in front of the men's shirt lies in the innovation of the traditional sales model of clothing. It introduces the form of network and catalog sales into the men's shirt industry, and reduces the cost of the channel by a large margin to enable consumers to buy the ideal shirt at a lower price. The Internet direct marketing model is called "channel model".
Compared with the traditional franchise and agent style, the advantage of "channel model" is that the cost of the sales channel is low and the product has the absolute advantage in the price. This advantage is very important for online shopping. Because most people choose to buy online goods because they are "cheap". But this model does not have enough control over supply chain management and order management because there is no real factory in its own. If there is a problem in the supply chain, it will have a great impact on sales. In the near future, PPG is expanding too quickly and working with outsourcing enterprises. There are some problems that cause the quality of the product to be affected and the phenomenon of the customer return. At the same time, the logistics speed can not be guaranteed, the delivery is too slow and the customer is dissatisfied. Therefore, for this type of Direct Selling Company, the key to the success or failure is how to "integrate the external resources" to make the supply chain upstream and downstream coordinate transportation. Turn.
When "light company" encountered the bottleneck of quality, service and so on, the traditional garment enterprises represented by BONO have also set up direct selling websites. They learned the PPG direct selling mode, but they did not copy the PPG completely, but based on the brand and quality advantages of the enterprises, they made up the stand, including the call center, the catalog sales, the network direct selling, the ground straight store. Integrated marketing framework, and from the improvement of product quality as well as the pre-sale, sale and after-sales service, strive for humanization and individualization of services, and realize the strategic upgrade from selling products to selling services. This model is called "product model".
The "product model" direct selling enterprises have the inherent advantages in the aspects of clothing quality and individualized clothing. However, there are many shortcomings in the network marketing of the traditional garment enterprises. One is the lack of network information technology personnel. If the investment in network marketing is too big, it will affect the extension of its original mode of marketing. The two is that most of the current network shoppers are aged 18-30 years old, and these people are convenient, fast and cheap, so the network direct selling model, which is based on customizing, does not have the advantage of price and popularity at present.
Inspired by the "brand home appliance network" established by the home appliance industry at the end of 2006, this paper puts forward the idea of establishing a B2C clothing direct selling website alliance, which is regulated by the relevant government departments (such as the clothing industry association), the product of the brand clothing enterprises, and a large garment B2C online shopping over the network support by the IT enterprises. In the same way, a network OUTLETS shopping center is established. On the one hand, it can lighten the heavy burden of inventory for clothing enterprises; on the other hand, through the network such a spread platform, which spreads fast and spread wide, expands the brand's influence in the consumer's heart. When the attraction of the big price is also different from the product positioning of the original marketing channel of the brand enterprise, there is no conflict between each other. As a TV, the third big media after the newspaper is a new spreading platform for brand expansion. It has become a traditional medium for the advantages of wide spread, low cost, strong pertinence and strong interaction. As the clothing industry of traditional industry, we should seize the big trend and actively explore the application of clothing e-commerce. The network platform is a battlefield for the development of clothing enterprises.
This topic mainly adopts the market research method and comparative analysis method to compare the advantages, defects and website design of the clothing network direct selling mode, and puts forward the idea of establishing the alliance of brand clothing direct selling website, and discusses the three aspects of the structure of the website, the positioning of the product, the advantage of the development and so on. The application mode of e-business in the industry has certain guiding significance.

【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.86;F724.6

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 朱珠;基于消費者視角的自主銷售式B2C服裝購物網(wǎng)站可用性評估[D];東華大學(xué);2010年

2 王爭取;直銷企業(yè)的終端配送策略研究[D];寧波大學(xué);2012年

3 李曉旭;互聯(lián)網(wǎng)時尚生活品牌服裝設(shè)計研究[D];東華大學(xué);2013年

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本文編號：1806938