【摘要】：改革開放以來(lái),以紡織服裝為主導(dǎo)的輕工業(yè)蓬勃發(fā)展,不僅為國(guó)家的經(jīng)濟(jì)建設(shè)提供了巨大推動(dòng)力,也為人民物質(zhì)生活水平的提高做出了巨大貢獻(xiàn)。經(jīng)過(guò)近三十年的發(fā)展,中國(guó)不僅成為世界服裝的生產(chǎn)基地,同時(shí)也成為世界最主要的服裝消費(fèi)市場(chǎng),然而中國(guó)的服裝行業(yè)在光鮮的外表下卻實(shí)際陷入了沼澤泥潭。光鮮的外表是指服裝行業(yè)擁有首屈一指的生產(chǎn)制造能力,完善的產(chǎn)業(yè)鏈,先進(jìn)的制造設(shè)備,廉價(jià)的勞動(dòng)力,眾多的服裝品牌,龐大的終端銷售渠道,以及廣闊的海內(nèi)外市場(chǎng)。而深深的泥潭是指中國(guó)的服裝產(chǎn)業(yè)還停留在產(chǎn)品消費(fèi)階段,龐大的市場(chǎng)需求下,國(guó)內(nèi)的服裝品牌卻在費(fèi)勁心思降低成本,爭(zhēng)奪市場(chǎng),創(chuàng)新意識(shí)在惡性的生存競(jìng)爭(zhēng)中無(wú)法抬頭。電子商務(wù)的蓬勃發(fā)展雖然對(duì)服裝行業(yè)也帶來(lái)了巨大影響,但幾年下來(lái)僅成為品牌的另外一個(gè)銷貨渠道,更將價(jià)格戰(zhàn)提升到一個(gè)新的等級(jí)。同時(shí),低端偽劣商品更是把泥潭攪的更加渾濁。另一方面,社會(huì)經(jīng)濟(jì)的發(fā)展和生活水平的提高在給消費(fèi)者帶來(lái)更多需求的同時(shí),也使消費(fèi)者的審美有了大幅的提升,在人們對(duì)社交生活需求增加的同時(shí),個(gè)人形象的要求也逐步深入內(nèi)心。而消費(fèi)者實(shí)際面對(duì)的確是國(guó)產(chǎn)品牌款式互相抄襲,制作品質(zhì)偏低,加之國(guó)人對(duì)外來(lái)品牌,以及奢侈品牌的特殊情結(jié),造成了很多品牌至今仍在去庫(kù)存的過(guò)程當(dāng)中。本文從服裝行業(yè)銷售階段尋求突破,以消費(fèi)者需求為根本出發(fā)點(diǎn),結(jié)合傳統(tǒng)實(shí)體店鋪和網(wǎng)絡(luò)銷售的優(yōu)勢(shì),提出為顧客提供個(gè)性化的基于私人買手的服裝搭配服務(wù)商業(yè)模式。使客戶能夠通過(guò)最短的時(shí)間和最低的成本得到適合自身形體、膚色、性格喜好以及場(chǎng)合要求的個(gè)性化服裝搭配,進(jìn)而管理消費(fèi)者的衣櫥。實(shí)現(xiàn)以需求引導(dǎo)消費(fèi),進(jìn)而引導(dǎo)服裝服務(wù)模式,推動(dòng)服裝行業(yè)發(fā)展轉(zhuǎn)型的目的。主要內(nèi)容如下:1、介紹配裝服務(wù)產(chǎn)生的時(shí)代背景,中國(guó)的服裝業(yè)發(fā)展歷史和現(xiàn)狀,新時(shí)期下需要解決的問(wèn)題;2、介紹公司概況,對(duì)公司進(jìn)行優(yōu)劣勢(shì)分析,以及7s模型分析;3、利用波特五力以及slept模型,對(duì)配裝服務(wù)行業(yè)進(jìn)行優(yōu)劣勢(shì)分析,明確所面臨的機(jī)遇和威脅;4、運(yùn)用swot矩陣確定采取增長(zhǎng)型企業(yè)戰(zhàn)略,根據(jù)目標(biāo)顧客和其需求差異化以及服務(wù)自身差異化的特點(diǎn)從而選擇差異化的競(jìng)爭(zhēng)戰(zhàn)略;5、通過(guò)對(duì)問(wèn)卷數(shù)據(jù)的分析,明確了目標(biāo)客戶群體的特點(diǎn)為:1)年齡在30-40歲,2)年收入水平小于20萬(wàn),3)工作繁忙或者不知如何選購(gòu)搭配的人群;6、運(yùn)用stp確定具體的目標(biāo)市場(chǎng),利用7ps制定明確的營(yíng)銷策略,進(jìn)而進(jìn)行詳細(xì)的銷售計(jì)劃和市場(chǎng)推廣計(jì)劃;7、利用演繹歸納法對(duì)佑途配裝服務(wù)公司運(yùn)營(yíng)進(jìn)行演繹分析,制定運(yùn)營(yíng)計(jì)劃,包括戰(zhàn)略地圖以及組織架構(gòu)搭建;8、在一系列財(cái)務(wù)假設(shè)的前提下,完成項(xiàng)目未來(lái)5年的財(cái)務(wù)報(bào)表預(yù)測(cè);9、總結(jié)本文的核心內(nèi)容和思想,展望服裝搭配服務(wù)的未來(lái)發(fā)展前景。
[Abstract]:Since the reform and opening up, textile and clothing oriented light industry has developed vigorously, which not only provides a huge impetus for the national economic construction, but also makes a great contribution to the improvement of the people's material living standard. After nearly 30 years of development, China has become not only the production base of the world's clothing, but also the world's most important clothing consumption market. However, China's clothing industry has actually fallen into a swamp under its glossy appearance. Glossy appearance means that the garment industry has the leading manufacturing capability, perfect industrial chain, advanced manufacturing equipment, cheap labor, numerous clothing brands, huge terminal sales channels, and broad domestic and foreign markets. The deep quagmire is that China's garment industry is still in the stage of product consumption, but the domestic clothing brand is struggling to reduce costs and compete for the market, and the innovation consciousness can not rise in the vicious survival competition. Although the booming development of e-commerce has brought great influence to the clothing industry, it has only become another selling channel for the brand in a few years, and has also upgraded the price war to a new level. At the same time, low-end shoddy goods are more muddy. On the other hand, the development of social economy and the improvement of living standard not only bring more demands to consumers, but also greatly improve the aesthetic of consumers. The requirement of personal image also gradually goes deep into the heart. And the consumers actually face the domestic brand style copying each other, the production quality is low, plus the Chinese foreign brands, as well as the luxury brand special complex, resulting in many brands are still in the process of inventory. This paper seeks a breakthrough from the sales stage of the clothing industry, taking consumer demand as the basic starting point, combining the advantages of traditional physical stores and online sales, and puts forward a personalized business model of clothing matching service based on private buyers for customers. To enable customers through the shortest time and minimum cost to get their own body, skin color, personality and personal needs of the occasion of personalized clothing matching, and then manage the consumer's wardrobe. The purpose of promoting the development and transformation of garment industry is to guide consumption by demand, and then to guide the pattern of clothing service. The main contents are as follows: 1, introducing the background of the generation of matching services, the history and current situation of the clothing industry in China, the problems to be solved in the new period, introducing the general situation of the company, and analyzing the advantages and disadvantages of the company. And 7s model analysis, using Porter's five forces and slept model, to analyze the advantages and disadvantages of the matching service industry, to identify the opportunities and threats faced, and to use the swot matrix to determine the adoption of growth enterprise strategy. According to the characteristics of the target customers, their needs and the service's own differentiation, the competitive strategy of differentiation is selected, and the questionnaire data are analyzed. The characteristics of the target customer group are defined as: 1) the age of 30 to 40 years old / 2) the annual income level is less than 200000 / 3) the number of people who are busy with work or do not know how to choose and match them, using stp to determine the specific target market, and using 7ps to formulate a clear marketing strategy, Then the detailed sales plan and marketing plan are carried out. The deductive induction method is used to analyze the operation of the Yutu fitting service company and to formulate the business plan. Under a series of financial assumptions, the financial statements of the project in the next five years are forecasted. The core contents and ideas of this paper are summarized, and the future development prospects of clothing matching services are prospected.
【學(xué)位授予單位】：東華大學(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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