本文選題：協(xié)同銷售服務(wù) + 品牌戰(zhàn)略��； 參考：《廈門大學》2008年碩士論文

【摘要】： 隨著市場經(jīng)濟改革的推進與發(fā)展,世界經(jīng)濟一體化的格局逐漸加強,品牌的價值愈顯突出,市場的競爭已經(jīng)演變成了品牌的競爭,品牌已經(jīng)成為贏得顧客忠誠和企業(yè)求得長期生存與成長的關(guān)鍵。與此同時,以信息產(chǎn)業(yè)為先導的新經(jīng)濟下,電子商務(wù)以信息技術(shù)的發(fā)展為契機,以互聯(lián)網(wǎng)的普及為依托,在商業(yè)和貿(mào)易領(lǐng)域不僅深刻改變,甚至顛覆了傳統(tǒng)的生產(chǎn)和經(jīng)營方式。這些改變對現(xiàn)有的服務(wù)和消費模式產(chǎn)生深遠影響的同時,對企業(yè)的經(jīng)營模式和發(fā)展戰(zhàn)略也提出了更高層次的挑戰(zhàn)。 本文結(jié)合對服裝行業(yè)深入調(diào)查的結(jié)果,闡述了品牌的管理思想與策略,論證了結(jié)合電子商務(wù)來發(fā)展品牌是現(xiàn)代服裝企業(yè)發(fā)展的必由之路,并以此為指導思想,定義品牌競爭力支撐模型。同時借鑒ERP,DRP,CRM的理念與設(shè)計,提出基于品牌戰(zhàn)略的服裝業(yè)協(xié)同銷售服務(wù)(Cooperative Sales Service,簡稱CSS)的管理策略,實現(xiàn)從傳統(tǒng)的以產(chǎn)品為中心,依靠低廉成本,低價銷售占領(lǐng)市場的經(jīng)營模式到以客戶為中心,借助電子商務(wù)平臺提供優(yōu)質(zhì)服務(wù)和一流管理來提升品牌競爭力的戰(zhàn)略轉(zhuǎn)變�；谄放茟�(zhàn)略的服裝業(yè)協(xié)同銷售服務(wù)以提升品牌為核心目標,將消費者、商店、以及企業(yè)等通過銷售和服務(wù)環(huán)節(jié)進行融合并統(tǒng)一計劃和管理,實現(xiàn)以便捷銷售、個性化服務(wù)和高效管理等方式提升品牌的目標。 根據(jù)CSS的管理模式和軟件工程的流程,本文還對企業(yè)進行深入的需求分析,設(shè)計科學合理的數(shù)據(jù)模型,采用具有安全可靠,維護方便,功能拓展容易等優(yōu)點的N層架構(gòu)開發(fā)CSS系統(tǒng),完成了企業(yè)管理子系統(tǒng),商店B2C銷售平臺,客戶服務(wù)平臺等CSS系統(tǒng)的三大組成部分,既有企業(yè)和商店之間B2B的模式,也有商店和消費者之間B2C的模式。其中,企業(yè)管理子系統(tǒng)負責品牌企業(yè)端的商品基礎(chǔ)信息管理、處理企業(yè)和商店之間的業(yè)務(wù)來往以及來自客戶服務(wù)平臺的信息等;商店B2C銷售平臺的功能包括商店門戶、實現(xiàn)網(wǎng)絡(luò)銷售等;客戶服務(wù)平臺是為貫徹品牌服務(wù)理念而建設(shè)的服務(wù)性平臺,主要是負責為客戶提供信息訂閱,客戶關(guān)懷等一系列個性化服務(wù)及商品驗證,商品評價等公眾功能。
[Abstract]:With the promotion and development of the market economy reform, the world economic integration pattern is gradually strengthened, the value of the brand is more prominent, the competition of the market has evolved into the brand competition. The brand has become the key to win the customer loyalty and the enterprise to obtain the long-term survival and growth. At the same time, the new economy is guided by the information industry, With the development of information technology as an opportunity and the popularity of the Internet, e-commerce is not only deeply changed in the field of Commerce and trade, but also subverts the traditional mode of production and management. These changes have had profound influence on the existing service and consumption patterns, and also put forward higher levels of business model and development strategy. The challenge of the second.
Based on the results of the in-depth investigation of the clothing industry, this paper expounds the management ideas and Strategies of the brand, demonstrates that the development of the brand is the only way for the development of modern garment enterprises, and uses this as the guiding ideology to define the brand competitiveness support model. At the same time, it draws on the concept and design of ERP, DRP and CRM, and puts forward the brand strategy based on the brand strategy. The management strategy of Cooperative Sales Service (CSS) in garment industry realizes the strategic change from traditional products centered, relying on low cost, low price sales and occupying market mode to customer centered, providing high quality service and first-class management with the help of e-business platform to improve brand competitiveness. Based on brand strategy, the collaborative sales service of clothing industry is to promote brand as the core goal, to integrate the consumer, store, and enterprise through the sales and service links and to unify the plan and management to achieve the goal of promoting the brand with convenient sales, personalized service and efficient management.
According to the management mode of CSS and the process of software engineering, this paper also makes an in-depth analysis of the needs of the enterprise, designs a scientific and reasonable data model, and uses the N layer with the advantages of security, reliability, maintenance and easy function to develop the CSS system. It has completed the enterprise management system, the store B2C sales platform, the customer service platform and so on CS The three major components of the S system include both the B2B model between the enterprise and the store, and the B2C mode between the store and the consumer, in which the enterprise management subsystem is responsible for the management of the basic information of the goods at the brand enterprise side, dealing with the business communication between the enterprises and the stores, and the information from the customer service platform; and the store B2C sales platform. Functions include store portal, network sales, and so on. The customer service platform is a service platform for implementing the concept of brand service. It is mainly responsible for providing information subscriptions for customers, customer care and a series of personalized services and commodity verification, commodity evaluation and other public functions.

【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：TP311.52

【引證文獻】

相關(guān)碩士學位論文 前1條

1 羅亞東;基于B/S模式的在線考試系統(tǒng)設(shè)計與實現(xiàn)[D];電子科技大學;2012年

，

本文編號：1872913