發(fā)布時間：2018-03-16 16:05

  本文選題：經(jīng)營模式　切入點：服裝自營品牌　出處：《大連理工大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟全球化的迅猛發(fā)展,以及人們生活水平的提高,企業(yè)之間的競爭也日趨激烈。勞動力成本的上漲,終端客戶需求的變化,產(chǎn)品創(chuàng)新的投入等方面,都對企業(yè)的生存發(fā)展提出了前所未有的挑戰(zhàn)。在企業(yè)的眾多發(fā)展策略當中,經(jīng)營模式的策略是一個企業(yè)發(fā)展的根本。因此從事服裝品牌的行業(yè)首先是要選擇一個適合自己的經(jīng)營模式,而且要能夠在實際的經(jīng)營過程中得到有效的應用。優(yōu)衣庫,是源于日本的服裝品牌,是采用SPA經(jīng)營模式的服裝品牌,因為采用了SPA的模式,優(yōu)衣庫從原來的一家開在日本郊區(qū)的服裝店,到現(xiàn)在,銷售量已經(jīng)成為日本第一,在全世界范圍內(nèi),排在第四位,僅次于Zara, Gap, HM。是唯一進入世界前五強的亞洲品牌。但是優(yōu)衣庫的SPA模式在實際的運營當中,也遇到了經(jīng)營的問題。本文通過對優(yōu)衣庫公司的營銷環(huán)境進行分析,并且把優(yōu)衣庫與同樣以SPA模式運營的Zara公司進行比較分析,找出優(yōu)衣庫在的服裝自營品牌(SPA)的模式在經(jīng)營中的問題,結(jié)合理論基礎(chǔ),提出自己的改善措施,希望優(yōu)衣庫能夠改善不足,繼續(xù)向前發(fā)展。本文運用案例分析法,比較分析法,文獻分析法,對優(yōu)衣庫的SPA模式的經(jīng)營問題進行分析,得出結(jié)論：SPA的經(jīng)營模式是從商品的設(shè)計,生產(chǎn),銷售,垂直一體化的經(jīng)營模式與傳統(tǒng)的經(jīng)營模式對比,可以增強企業(yè)的核心競爭力。但是若要與競爭對手相比,取得競爭優(yōu)勢,需要在經(jīng)營過程中,更有效地應用。優(yōu)衣庫要在2020年實現(xiàn)5萬億銷售額的目標,就需要找出自己的問題,從設(shè)計,生產(chǎn),銷售三個階段分別實施改善措施。
[Abstract]:With the rapid development of economic globalization and the improvement of people's living standards, the competition among enterprises is becoming increasingly fierce. Among the many development strategies of enterprises, they have put forward unprecedented challenges to the survival and development of enterprises. The strategy of business model is the root of the development of an enterprise. Therefore, the industry engaged in clothing brand should first choose a suitable business model and be able to be effectively applied in the actual business process. It is a clothing brand from Japan. It is a clothing brand that adopts the SPA business model. Because of the SPA model, Uniqlo started from a clothing store in the Japanese suburbs, and now sales have become the first in Japan. The world ranks 4th, behind Zara, Gap. and HM., as the only Asian brand in the world's top five. But Uniqlo's SPA model is in operation. This paper analyzes the marketing environment of Uniqlo, and compares Uniqlo with Zara, which also operates in SPA mode. This paper finds out the problems of Uniqlo's clothing self-brand SPA-mode in the management, and puts forward its own improvement measures combining with the theoretical basis, hoping that Uniqlo can improve the deficiency and continue to develop forward. This paper uses the case analysis method, the comparative analysis method, Literature analysis, the analysis of Uniqlo's SPA business model, we draw a conclusion that the business model of "the design, production, sale and vertical integration of goods" is compared with the traditional business model. It can enhance the core competitiveness of an enterprise. But to gain a competitive advantage over its competitors, it needs to be applied more effectively in the business process. Uniqlo is expected to achieve its goal of 5 trillion sales in 2020. Need to find out their own problems, from the design, production, sales three stages of improvement measures.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272.3;F717

【參考文獻】

相關(guān)期刊論文 前8條

1 張麗立;;國際快時尚服裝品牌營銷模式分析[J];中外企業(yè)家;2015年01期

2 邸曉熠;;解讀“優(yōu)衣庫”的成本控制之道[J];特區(qū)經(jīng)濟;2014年08期

3 劉輝;;“優(yōu)衣庫”經(jīng)營模式之淺析[J];企業(yè)導報;2014年09期

4 曹愛娟;;基于SPA模式的服裝企業(yè)組織結(jié)構(gòu)與企業(yè)文化特征研究[J];服飾導刊;2013年03期

5 王歡歡;;企業(yè)市場營銷渠道管理的問題探討[J];經(jīng)營管理者;2012年11期

6 江維國;;服裝企業(yè)SPA模式的運營研究[J];浙江紡織服裝職業(yè)技術(shù)學院學報;2011年01期

7 柏佳潔;呂巍;;長尾定位、模式創(chuàng)新——ZARA和H&M的營銷探析[J];市場營銷導刊;2007年05期

8 胡敏敏;;析SPA型服裝品牌零售模式——以ZARA為例[J];浙江理工大學學報;2007年04期

，

本文編號：1620643