S服裝公司盈利模式案例分析
發(fā)布時間：2018-10-22 17:16
【摘要】：盈利是企業(yè)經(jīng)營管理的焦點，也是企業(yè)生存發(fā)展的動力。然而很多企業(yè)雖然并不缺乏清晰的客戶價值主張和難以復(fù)制的資源及流程，但卻在增加利潤上舉步維艱，這種情況在我國的服裝行業(yè)也同樣存在。服裝企業(yè)的生存發(fā)展問題和提高核心競爭力問題仍是事關(guān)服裝市場長期穩(wěn)定健康發(fā)展的重要課題。 近幾年，隨著國際經(jīng)濟環(huán)境的變化、服裝產(chǎn)業(yè)升級和結(jié)構(gòu)調(diào)整、服裝生產(chǎn)成本的上升以及消費者需求的多樣化和個性化，服裝企業(yè)意識到創(chuàng)新和企業(yè)內(nèi)外資源整合的重要性。在這種情況下，品牌建設(shè)與推廣、設(shè)計創(chuàng)新與時尚化、營銷網(wǎng)絡(luò)建設(shè)、供應(yīng)鏈整合等價值鏈環(huán)節(jié)的優(yōu)化成為品牌服裝企業(yè)的核心競爭力。在實現(xiàn)轉(zhuǎn)折的關(guān)鍵時期，服裝行業(yè)必須在盈利模式上進行深刻反思和艱辛探索研究。服裝企業(yè)如何才能設(shè)計出成功的盈利模式，是本文研究的目的。S公司是集開發(fā)、設(shè)計、生產(chǎn)、銷售和品牌運營為一體的綜合性民營服裝企業(yè)，近年來利潤不斷下滑。本文主要采用了實地調(diào)研和資料收集的研究方法，運用相關(guān)盈利模式理論和財務(wù)工具對S服裝公司的盈利模式進行案例分析，并結(jié)合影響S公司盈利模式設(shè)計的因素以及其自身的特點來探討S公司新的盈利模式。希望本論文的研究能為S公司更好地優(yōu)化盈利模式提供思路，同時對其他服裝公司在設(shè)計成功的盈利模式方面有參考作用。 首先，論文結(jié)合當前學術(shù)界對盈利模式、價值鏈的相關(guān)研究成果，詳細闡述了盈利模式、價值鏈相關(guān)理論，為后面案例分析提供必要的理論鋪墊和分析工具。 其次，在案例正文中，，對S公司的基本情況及其盈利模式做了詳細的描述，并提出了S公司盈利模式存在的三大問題，即利潤源競爭激烈、未能形成有力的利潤杠桿及利潤屏障薄弱等。 再次，在案例分析部分，對S公司盈利模式的要素利潤源、利潤杠桿、利潤屏障進行了深入的分析，并結(jié)合其影響因素，提出了S公司盈利模式的優(yōu)化建議，即利潤源擴展到三四類市場的年輕消費者、重構(gòu)與優(yōu)化企業(yè)價值鏈以形成有力的利潤杠桿、完善供應(yīng)鏈系統(tǒng)以形成良好的利潤屏障。 最后，得出S公司盈利模式的案例啟示。希望本案例分析能夠為S公司的長遠發(fā)展提供有益參考，也為我國服裝行業(yè)的健康發(fā)展提供一定的借鑒。
[Abstract]:Profit is the focus of enterprise management and the motive force of enterprise survival and development. However, although many enterprises do not lack clear customer value proposition and difficult to copy the resources and processes, but in increasing profits, this situation also exists in China's clothing industry. The survival and development of garment enterprises and the improvement of core competitiveness are still important issues related to the long-term stable and healthy development of clothing market. In recent years, with the change of the international economic environment, the upgrading and structural adjustment of garment industry, the rising of garment production cost and the diversification and individualization of consumer demand, garment enterprises realize the importance of innovation and integration of internal and external resources. In this case, brand construction and promotion, design innovation and fashion, marketing network construction, supply chain integration and other value chain optimization become the core competitiveness of brand clothing enterprises. In the critical period of turning point, the garment industry must deeply reflect on the profit model and explore and study hard. How to design a successful profit model is the purpose of this paper. S company is a comprehensive private garment enterprise which integrates development, design, production, sales and brand operation, and its profit has been declining in recent years. This paper mainly adopts the research methods of field investigation and data collection, using the relevant profit model theory and financial tools to carry on the case analysis to the S clothing company's profit model. Combined with the factors that affect S company's profit model design and its own characteristics, this paper discusses S company's new profit model. It is hoped that the research in this paper can provide ideas for S Company to better optimize the profit model and provide reference for other garment companies in designing successful profit models. First of all, combined with the current academic research on profit model and value chain, this paper elaborates the profit model and value chain theory, and provides the necessary theoretical foundation and analysis tools for the case analysis. Secondly, in the text of the case, the basic situation of S company and its profit model are described in detail, and three major problems of S company profit model are put forward, that is, the fierce competition of profit source. Failure to form a strong profit leverage and weak profit barriers. Thirdly, in the case analysis part, the paper makes a deep analysis of the profit source, profit lever and profit barrier of S company's profit model, and puts forward some suggestions for the optimization of S company's profit model combined with its influencing factors. That is to say, the profit source extends to young consumers in three or four kinds of markets, reconstructing and optimizing the enterprise value chain to form a powerful profit lever, and perfecting the supply chain system to form a good profit barrier. Finally, the case of S company profit model enlightenment. It is hoped that this case study can provide a useful reference for the long-term development of S Company and the healthy development of our country's garment industry.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.3;F426.86
[Abstract]:Profit is the focus of enterprise management and the motive force of enterprise survival and development. However, although many enterprises do not lack clear customer value proposition and difficult to copy the resources and processes, but in increasing profits, this situation also exists in China's clothing industry. The survival and development of garment enterprises and the improvement of core competitiveness are still important issues related to the long-term stable and healthy development of clothing market. In recent years, with the change of the international economic environment, the upgrading and structural adjustment of garment industry, the rising of garment production cost and the diversification and individualization of consumer demand, garment enterprises realize the importance of innovation and integration of internal and external resources. In this case, brand construction and promotion, design innovation and fashion, marketing network construction, supply chain integration and other value chain optimization become the core competitiveness of brand clothing enterprises. In the critical period of turning point, the garment industry must deeply reflect on the profit model and explore and study hard. How to design a successful profit model is the purpose of this paper. S company is a comprehensive private garment enterprise which integrates development, design, production, sales and brand operation, and its profit has been declining in recent years. This paper mainly adopts the research methods of field investigation and data collection, using the relevant profit model theory and financial tools to carry on the case analysis to the S clothing company's profit model. Combined with the factors that affect S company's profit model design and its own characteristics, this paper discusses S company's new profit model. It is hoped that the research in this paper can provide ideas for S Company to better optimize the profit model and provide reference for other garment companies in designing successful profit models. First of all, combined with the current academic research on profit model and value chain, this paper elaborates the profit model and value chain theory, and provides the necessary theoretical foundation and analysis tools for the case analysis. Secondly, in the text of the case, the basic situation of S company and its profit model are described in detail, and three major problems of S company profit model are put forward, that is, the fierce competition of profit source. Failure to form a strong profit leverage and weak profit barriers. Thirdly, in the case analysis part, the paper makes a deep analysis of the profit source, profit lever and profit barrier of S company's profit model, and puts forward some suggestions for the optimization of S company's profit model combined with its influencing factors. That is to say, the profit source extends to young consumers in three or four kinds of markets, reconstructing and optimizing the enterprise value chain to form a powerful profit lever, and perfecting the supply chain system to form a good profit barrier. Finally, the case of S company profit model enlightenment. It is hoped that this case study can provide a useful reference for the long-term development of S Company and the healthy development of our country's garment industry.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.3;F426.86
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