本文選題：童裝企業(yè)　切入點(diǎn)：經(jīng)營(yíng)模式　出處：《陜西科技大學(xué)》2013年碩士論文

【摘要】：我國(guó)童裝企業(yè)在發(fā)展過程中經(jīng)歷著起步落后，國(guó)外大品牌夾擊等問題，在這樣的激烈競(jìng)爭(zhēng)下，童裝企業(yè)仍然迫切的希望建立自己的品牌，增加市場(chǎng)的占有率，提高企業(yè)的效益。這些企業(yè)應(yīng)該怎樣通過企業(yè)經(jīng)營(yíng)模式的改變來實(shí)現(xiàn)自己的發(fā)展目標(biāo)，進(jìn)行設(shè)計(jì)的不斷創(chuàng)新，產(chǎn)品的質(zhì)量不斷提高等問題是本文研究的重點(diǎn)。 本文通過對(duì)企業(yè)經(jīng)營(yíng)模式的理論研究，分析不同經(jīng)營(yíng)模式的利弊，并對(duì)我國(guó)目前童裝市場(chǎng)進(jìn)行深刻的分析，從產(chǎn)業(yè)結(jié)構(gòu)的不合理，產(chǎn)品質(zhì)量的不過關(guān)，消費(fèi)人群行為的改變等方面總結(jié)了我國(guó)童裝市場(chǎng)的現(xiàn)狀：發(fā)展?jié)摿θ匀缓艽�，但大多�?shù)企業(yè)屬于無品牌競(jìng)爭(zhēng)，代工生產(chǎn)的情況仍在繼續(xù)著，很多企業(yè)在激烈的競(jìng)爭(zhēng)中努力掙扎。沿海的童裝企業(yè)普遍有著區(qū)域發(fā)展的優(yōu)勢(shì)，但是很少有企業(yè)可以充分的利用這種地理優(yōu)勢(shì)，企業(yè)與企業(yè)間的合作欠缺，使得交流缺乏，基本屬于獨(dú)立發(fā)展的狀態(tài)。根據(jù)實(shí)例對(duì)我國(guó)目前童裝企業(yè)的經(jīng)營(yíng)模式進(jìn)行了介紹，主要有區(qū)域產(chǎn)業(yè)品牌化，依托成衣企業(yè)發(fā)展、代工企業(yè)轉(zhuǎn)變?nèi)N主要的經(jīng)營(yíng)模式，在這三種經(jīng)營(yíng)模式的企業(yè)中，有發(fā)展較為成功的童裝企業(yè)，但是中國(guó)的童裝企業(yè)眾多，，并不是所有的企業(yè)都適合這樣的經(jīng)營(yíng)模式。在中國(guó)童裝市場(chǎng)發(fā)展的黃金期，我國(guó)的童裝企業(yè)還可以進(jìn)行怎么樣的經(jīng)營(yíng)模式轉(zhuǎn)變，為什么外來的童裝品牌可以在中國(guó)的市場(chǎng)上贏得消費(fèi)者的青睞，我們應(yīng)該從中學(xué)習(xí)到哪些成功的經(jīng)驗(yàn)；怎么樣進(jìn)行我們自己的虛擬化童裝經(jīng)營(yíng)，來提高生產(chǎn)的效率；利用產(chǎn)業(yè)集群的資源優(yōu)勢(shì)怎樣快速發(fā)展自己的企業(yè)規(guī)模；最后怎么不斷的加深產(chǎn)品的差異性，來滿足市場(chǎng)上不同顧客的購(gòu)買需求，在本文中都進(jìn)行了詳細(xì)的描述。這幾種企業(yè)的經(jīng)營(yíng)模式都是結(jié)合了經(jīng)營(yíng)管理類的相關(guān)理論知識(shí)，然后根據(jù)我國(guó)童裝市場(chǎng)環(huán)境和童裝企業(yè)自身的實(shí)際情況進(jìn)行改進(jìn)，以迎合當(dāng)今快遞發(fā)展的企業(yè)需求。當(dāng)然任何的企業(yè)經(jīng)營(yíng)模式都不是完美的，所以在文中也提到了怎么正確的將這樣的經(jīng)營(yíng)模式加以運(yùn)用，而避免走彎路，達(dá)到事半功倍的效果。 再好的理論都要經(jīng)過實(shí)踐的考驗(yàn)，在本文的最后根據(jù)廣東佛山的樂天童裝企業(yè)進(jìn)行實(shí)際的企業(yè)經(jīng)營(yíng)模式改進(jìn)。樂天童裝企業(yè)經(jīng)過十幾年的發(fā)展后，已經(jīng)達(dá)到了一定的企業(yè)規(guī)模，并且有自己獨(dú)立的經(jīng)營(yíng)模式，但是隨著企業(yè)的不斷壯大，也出現(xiàn)了各種問題，生產(chǎn)線的生產(chǎn)力不足，產(chǎn)品創(chuàng)新度不夠等問題，基于這些問題的產(chǎn)生，提出了適合樂天童裝企業(yè)發(fā)展的企業(yè)經(jīng)營(yíng)模式，其中改變樂天童裝傳統(tǒng)的家庭經(jīng)營(yíng)模式，加強(qiáng)企業(yè)間的合作，共同承擔(dān)風(fēng)險(xiǎn)，開設(shè)電子商務(wù)的網(wǎng)絡(luò)銷售系統(tǒng)，來達(dá)到降低企業(yè)成本，增加效益的目的。
[Abstract]:In the process of development of children's wear enterprises in our country, they are experiencing the problems of starting backward, foreign big brands clamping, and so on. Under such fierce competition, children's wear enterprises are still eager to establish their own brands and increase their market share. How should these enterprises realize their own development goal through the change of enterprise management mode, carry on the innovation of design and improve the quality of products is the focus of this paper. This paper analyzes the advantages and disadvantages of different business models through the theoretical study of business models, and makes a profound analysis of the current children's clothing market in China, from the irrational industrial structure and the unqualified quality of products. The changes in consumer behavior and other aspects summarize the current situation of China's children's clothing market: there is still great potential for development, but most enterprises are not brand competition, the contract production situation is still continuing. Many enterprises struggle in the fierce competition. Coastal children's wear enterprises generally have the advantage of regional development, but few enterprises can make full use of this geographical advantage, the lack of cooperation between enterprises, resulting in a lack of communication, It basically belongs to the state of independent development. According to the example, this paper introduces the current business model of children's wear enterprises in our country. It mainly includes regional industry brand, relying on the development of garment enterprises, and transforming three main business models of contract manufacturing enterprises. Among these three business models, there are more successful children's wear enterprises, but there are many children's wear enterprises in China, and not all enterprises are suitable for such a business model. In the golden period of the development of the children's wear market in China, China's children's clothing enterprises can also carry out what business model change, why foreign children's clothing brand can win the favor of consumers in the Chinese market, we should learn from the success of what experience; How to carry out our own virtualized children's clothing operation to improve the efficiency of production; how to use the resource advantages of industrial clusters to rapidly develop their own enterprise scale; and finally, how to deepen the differences of products. To meet the purchase needs of different customers in the market, we have described in detail in this paper. Then according to China's children's wear market environment and the actual situation of children's wear enterprises themselves to improve to meet the needs of today's express development enterprises. Of course, any business model is not perfect, So in the article also mentioned how to correctly use such a business model, and avoid detours to achieve twice the result with half the effort. No matter how good the theory is, it has to go through practical tests. At the end of this paper, according to the actual business model of the Lotte children's wear enterprise in Foshan, Guangdong Province, the actual business model has been improved. After more than ten years of development, the Lotte children's wear enterprise, Has reached a certain enterprise scale, and has its own independent business model, but with the continuous growth of enterprises, there are also a variety of problems, production line productivity is not enough, product innovation is not enough, and so on. Based on these problems, this paper puts forward an enterprise management model suitable for the development of Lotte children's wear enterprises, which changes the traditional family management mode of children's wear, strengthens the cooperation among enterprises, and takes risks together. Set up e-commerce network sales system to reduce enterprise cost and increase efficiency.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.86

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