【摘要】：隨著網(wǎng)購人數(shù)的不斷增多,服裝網(wǎng)絡(luò)銷售是市場發(fā)展的必然趨勢。近幾年來,我國B2C市場增速遠(yuǎn)遠(yuǎn)高于C2C市場,B2C市場將繼續(xù)成為中國網(wǎng)絡(luò)購物市場發(fā)展的主要推動力。女性服裝消費(fèi)者是服裝網(wǎng)購中的龐大消費(fèi)群體,女性的購物天性和網(wǎng)購熱情使得B2C網(wǎng)上女裝的發(fā)展迅猛。隨著女性社會地位和消費(fèi)水平的提高,服裝早不再是用來遮體避寒,而是女性展現(xiàn)個性,展現(xiàn)自我的一種方式,對于服裝電子商務(wù)而言,低價是吸引消費(fèi)者的最主要因素,但是由于網(wǎng)上賣家的不良銷售和消費(fèi)者的行為日趨理性,使得消費(fèi)者開始將目光轉(zhuǎn)移到服裝的質(zhì)量上,而高度的質(zhì)量是品牌保證。因此,女性服裝消費(fèi)者對品牌的渴望和個性化要求越發(fā)強(qiáng)烈。服裝是創(chuàng)新性的產(chǎn)品,它是通過款式新穎、產(chǎn)品多樣化和品牌效應(yīng)等以滿足消費(fèi)者的需求,這類產(chǎn)品要求企業(yè)有很強(qiáng)的產(chǎn)品開發(fā)能力和反應(yīng)能力,交貨周期要短。同時,服裝具有明顯的季節(jié)性、趨勢性和隨機(jī)性,市場需求具有不確定性。因此,如何提供顧客滿意度,迅速滿足顧客的個性化需求,快速響應(yīng)消費(fèi)者需求的變化,是B2C品牌女裝企業(yè)制勝的關(guān)鍵。 由于網(wǎng)購服裝無法試穿,服裝一直被認(rèn)為不適合進(jìn)行網(wǎng)上銷售,但是服裝一直是網(wǎng)購商品的第一大商品品類,而女裝市場是服裝網(wǎng)購的最大細(xì)分。本文試從女性消費(fèi)行為角度研究網(wǎng)購市場中女裝旺銷的原因,從而真正地掌握女性消費(fèi)者的需求,為B2C品牌女裝企業(yè)快速反應(yīng)顧客的要求,制定相關(guān)策略提供理論依據(jù)。 本文針對我國女性服裝網(wǎng)購消費(fèi)行為和女裝的特點(diǎn)分析了快速反應(yīng)對B2C品牌女裝企業(yè)發(fā)展的重要性,總結(jié)了我國B2C品牌女裝企業(yè)快速反應(yīng)能力方面存在的問題,如產(chǎn)品的交貨周期長,對緊急訂單反應(yīng)不夠敏捷；庫存積壓嚴(yán)重；物流速度慢等,嚴(yán)重影響了服裝供應(yīng)鏈的快速發(fā)展；物流配送速度慢,顧客滿意度低等。并針對問題提出準(zhǔn)確預(yù)測消費(fèi)者需求,提高生產(chǎn)的柔性,建立高質(zhì)高效的物流體系,建立供應(yīng)鏈合作關(guān)系以及運(yùn)用現(xiàn)代化的信息技術(shù)五個方面的相關(guān)對策。最后通過對韓都衣舍旗下的女裝企業(yè)的案例分析,希望通過其“快”“變”的經(jīng)營理念為B2C品牌女裝企業(yè)的快速反應(yīng)能力建設(shè)帶來一些借鑒。
[Abstract]:With the increasing number of online shopping, clothing online sales is the inevitable trend of market development. In recent years, the growth rate of B2C market is far higher than that of C2C market, and B2C market will continue to be the main driving force of the development of China's online shopping market. The female clothing consumer is the huge consumer group in the clothing online purchase, the female shopping nature and the online purchase enthusiasm causes the B2C online women's clothing to develop rapidly. With the improvement of women's social status and consumption level, clothing is no longer used to hide from the cold, but a way for women to show their personality and show themselves. For e-commerce, low price is the most important factor to attract consumers. However, due to the bad sales of online sellers and the increasingly rational behavior of consumers, consumers begin to focus on the quality of clothing, and the high quality is the guarantee of the brand. Therefore, the female clothing consumer's desire to the brand and the individuation request is more and more intense. Clothing is an innovative product, which meets the needs of consumers through novel style, product diversification and brand effect. This kind of product requires strong ability of product development and response, and short delivery period. At the same time, clothing has obvious seasonality, trend and randomness, and market demand is uncertain. Therefore, how to provide customer satisfaction, quickly meet the customer's personalized needs, and quickly respond to the changes of consumer demand is the key to the success of B2C brand women's wear enterprises. Because online clothing can not be tried on, clothing has been considered not suitable for online sales, but clothing has always been the first category of online goods, and the women's clothing market is the largest segment of online clothing shopping. This paper tries to study the reasons of women's brisk sales in online shopping market from the angle of women's consumption behavior, so as to grasp the demand of female consumers and provide theoretical basis for B2C brand women's wear enterprises to respond to customers' demands quickly and formulate relevant strategies. This paper analyzes the importance of rapid response to the development of B2C brand women's wear enterprises according to the consumption behavior of women's clothing online shopping and the characteristics of women's wear, and summarizes the problems existing in the rapid response ability of women's wear enterprises under B2C brand in our country. If the product delivery cycle is long enough to respond to emergency orders is not agile; The stock backlog is serious, the logistics speed is slow, which seriously affects the rapid development of the clothing supply chain, the logistics distribution speed is slow, the customer satisfaction is low, and so on. In order to solve the problem, the paper puts forward five relevant countermeasures, such as accurately forecasting consumer demand, improving the flexibility of production, establishing high quality and efficient logistics system, establishing supply chain cooperation and applying modern information technology. Finally, through the case analysis of the women's clothing enterprise under Han Du-she 's, I hope to bring some reference to the B2C brand women's clothing enterprise's rapid reaction ability construction through its "quick" change "management idea.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.86;F724.6

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