本文選題：服裝業(yè)　切入點(diǎn)：C2M　出處：《遼寧大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：作為一個(gè)人口大國(guó),中國(guó)的服裝市場(chǎng)一直有著巨大的需求。但是,近幾年不論是互聯(lián)網(wǎng)電子商務(wù)模式還是實(shí)體店的模式,我國(guó)的服裝業(yè)一直不溫不火,不見(jiàn)起色。隨著我國(guó)互聯(lián)網(wǎng)的日漸普及,消費(fèi)者通過(guò)互聯(lián)網(wǎng)購(gòu)買服裝鞋帽類商品的數(shù)量也越來(lái)越多,但是因?yàn)橄M(fèi)者通過(guò)互聯(lián)網(wǎng)購(gòu)買的服裝往往和電商所展示和描述的服裝有很大出入,導(dǎo)致網(wǎng)銷服裝的退貨率十分高。中國(guó)服裝業(yè)還面對(duì)著另一個(gè)嚴(yán)峻的問(wèn)題,就是大量的庫(kù)存積壓。這兩個(gè)原因直接影響了我國(guó)服裝企業(yè)的盈利水平。此外,隨著生活水平的提高,人們?cè)诖┮碌囊笠灿懈叩臉?biāo)準(zhǔn),人們更渴望購(gòu)買到能為自己量身定制的服裝。正是在這種條件下,C2M商業(yè)模式走進(jìn)了人們的視野。本文旨在分析我國(guó)服裝業(yè)和C2M商業(yè)模式的基礎(chǔ)上,對(duì)服裝業(yè)C2M商業(yè)模式進(jìn)行相應(yīng)的優(yōu)化。首先,應(yīng)用PEST模型、五力模型、價(jià)值鏈模型和結(jié)構(gòu)洞理論分析服裝業(yè)C2M商業(yè)模式所處的宏觀和微觀環(huán)境及其相對(duì)于傳統(tǒng)服裝業(yè)的商業(yè)模式所具有的優(yōu)勢(shì)。然后,根據(jù)Osterwalder模型對(duì)服裝企業(yè)的C2M商業(yè)模式進(jìn)行分析并對(duì)其進(jìn)行優(yōu)化。本文的研究對(duì)于如何使我國(guó)服裝業(yè)走出困境,實(shí)現(xiàn)長(zhǎng)久的盈利具有實(shí)際意義,還可以為其他行業(yè)在C2M商業(yè)模式的建立和探索上提供借鑒。
[Abstract]:As a large country with a large population, China's clothing market has always had a huge demand. However, in recent years, whether it is the Internet e-commerce model or the physical store model, China's clothing industry has not been warm and hot. No improvement. With the increasing popularity of the Internet in China, consumers are buying more and more clothing, shoes and hats through the Internet. However, because consumers often buy clothing through the Internet, there is a big difference between the clothing displayed and described by e-commerce companies, resulting in a very high rate of return of clothing sold online. China's clothing industry also faces another serious problem. These two reasons directly affect the profit level of Chinese garment enterprises. In addition, with the improvement of living standards, people also have higher standards for clothing. People are eager to buy clothes that can be customized for themselves. It is under this condition that the C2M business model comes into people's view. The purpose of this paper is to analyze the clothing industry and the C2M business model of our country. This paper optimizes the C2M business model of clothing industry. Firstly, it applies PEST model, five-force model, The value chain model and the structure hole theory are used to analyze the macro and micro environment in which the C2M business model of clothing industry is located and its advantages over the traditional clothing business model. According to the Osterwalder model, the paper analyzes and optimizes the C2M business model of garment enterprises. The research in this paper is of practical significance for how to make the garment industry of our country out of the predicament and realize the long-term profit. It can also provide reference for other industries in the establishment and exploration of C 2 M business model.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F426.86

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1 李鑫楊;C2M商業(yè)模式在中國(guó)服裝業(yè)的應(yīng)用研究[D];遼寧大學(xué);2016年

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