本文選題：直營(yíng)　切入點(diǎn)：銷(xiāo)售管理　出處：《深圳大學(xué)》2017年碩士論文

【摘要】：E集團(tuán)是一家外資的以服裝零售為核心,形成餐飲、娛樂(lè)、酒店、主題樂(lè)園等多業(yè)態(tài)發(fā)展的跨國(guó)集團(tuán)。E品牌作為集團(tuán)內(nèi)主打的女裝服裝零售品牌,自1994年進(jìn)入中國(guó)以來(lái),深受?chē)?guó)內(nèi)消費(fèi)者的喜愛(ài),門(mén)店迅速擴(kuò)張,銷(xiāo)售規(guī)模不斷提高,成為當(dāng)前國(guó)內(nèi)少女裝品牌的知名品牌。品牌多年堅(jiān)持直營(yíng)為主,隨著行業(yè)的競(jìng)爭(zhēng)加劇和國(guó)內(nèi)實(shí)體經(jīng)濟(jì)環(huán)境的困難,E品牌直營(yíng)銷(xiāo)售收入近兩年開(kāi)始出現(xiàn)下滑,利潤(rùn)率也在持續(xù)下降。因此,本文在參考國(guó)內(nèi)外文獻(xiàn),結(jié)合企業(yè)內(nèi)外環(huán)境,發(fā)現(xiàn)E品牌出現(xiàn)的銷(xiāo)售管理問(wèn)題中存在直營(yíng)渠道建設(shè)的不合理、銷(xiāo)售組織架構(gòu)不利企業(yè)的銷(xiāo)售管理和績(jī)效管理存在不足等問(wèn)題,最終導(dǎo)致直營(yíng)渠道銷(xiāo)售的下降。最后,在銷(xiāo)售管理理論、市場(chǎng)環(huán)境和企業(yè)實(shí)際現(xiàn)狀的基礎(chǔ)下,通過(guò)調(diào)整經(jīng)營(yíng)策略、優(yōu)化組織架構(gòu)管理和提升績(jī)效管理等方法,對(duì)改進(jìn)E品牌直營(yíng)渠道的銷(xiāo)售管理,提供解決方案的建議。論文分為五個(gè)部分,一是緒論,介紹研究E品牌直營(yíng)渠道銷(xiāo)售管理問(wèn)題的背景,并列出本文的框架內(nèi)容。二是是介紹直營(yíng)渠道銷(xiāo)售管理相關(guān)概念、理論。三是介紹E品牌公司的概況、內(nèi)外部環(huán)境及E品牌公司直營(yíng)渠道銷(xiāo)售管理的情況,分析E品牌在直營(yíng)渠道銷(xiāo)售管理中存在的問(wèn)題,并分析問(wèn)題產(chǎn)生的原因。四是在綜合前幾章的理論綜述以及品牌銷(xiāo)售管理現(xiàn)狀分析的前提下,對(duì)E品牌銷(xiāo)售管理提出合理、有效的改進(jìn)建議。五是結(jié)論,總結(jié)全文結(jié)論和本文存在的不足之處。鑒于E品牌在國(guó)內(nèi)少女裝服裝市場(chǎng)的影響力,本文對(duì)E品牌的銷(xiāo)售管理進(jìn)行研究,也能發(fā)現(xiàn)值得服裝行業(yè)內(nèi)其他企業(yè)對(duì)E品牌銷(xiāo)售管理模式的可借鑒之處。
[Abstract]:Group E is a foreign-funded multinational group with the core of clothing retailing, which forms the multinational group. E brand, which has developed in many forms, such as catering, entertainment, hotel, theme park and so on, as the main women's clothing retail brand in the group, has been in China since 1994. Deeply loved by domestic consumers, the rapid expansion of stores, sales scale continues to improve, become the current domestic girls clothing brand well-known brand. With the intensification of competition in the industry and the difficulties in the domestic real economic environment, the direct sales income of the E brand has begun to decline in the past two years, and the profit margin is also continuing to decline. Therefore, this paper refers to the domestic and foreign literature and combines the internal and external environment of the enterprise. It is found that there are some problems in the sales management of E brand, such as unreasonable channel construction, insufficient sales management and performance management of enterprises with unfavorable sales organization structure, which ultimately lead to the decline of direct channel sales. On the basis of the theory of sales management, the market environment and the actual situation of the enterprise, through adjusting the management strategy, optimizing the management of the organizational structure and improving the performance management, the sales management of the E-brand direct channel is improved. The paper is divided into five parts, one is introduction, introduces the background of E-brand direct channel sales management, and lists the content of this paper. The other is to introduce the related concepts of direct channel sales management. The third is to introduce the general situation of E brand company, the internal and external environment and the situation of E brand company direct channel sales management, and analyze the problems of E brand in the direct channel sales management. Finally, on the premise of synthesizing the theoretical summary of the previous chapters and the analysis of the current situation of brand sales management, the author puts forward reasonable and effective suggestions for the improvement of E brand sales management. In view of the influence of E brand in the domestic girls' clothing market, this paper studies the sales management of E brand. Can also find that other enterprises in the clothing industry to E brand sales management model can be used for reference.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F717

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