YZDS電商經(jīng)營(yíng)要素探討
發(fā)布時(shí)間：2019-02-17 16:04
【摘要】：20世紀(jì)90年代,隨著電子數(shù)據(jù)交換技術(shù)的蓬勃發(fā)展,中國(guó)電子商務(wù)產(chǎn)業(yè)開(kāi)始出現(xiàn)發(fā)展的萌芽。隨著技術(shù)的不斷進(jìn)步,電子商務(wù)也開(kāi)始越來(lái)越被大眾所接受,逐漸深入到百姓的生活中來(lái)。電子商務(wù)不同于傳統(tǒng)商業(yè)模式,不需要面對(duì)面交易,沒(méi)有時(shí)間和空間的限制,減少了交易的中間環(huán)節(jié),可以全方位展示產(chǎn)品和服務(wù),對(duì)客戶行為及資料有更深的積累,讓產(chǎn)品和服務(wù)更迅速、更高效、更節(jié)省資源的情況下提供給消費(fèi)者。隨著電商時(shí)代的到來(lái),不論是傳統(tǒng)產(chǎn)業(yè)的巨頭,還是新進(jìn)入者,各種各樣的企業(yè)紛紛從傳統(tǒng)的商業(yè)模式投入電子商務(wù)的懷抱。很遺憾,盡管信息越來(lái)越多,轉(zhuǎn)型的案例也越來(lái)越多,但是對(duì)探究小型品牌童裝企業(yè)向電子商務(wù)方向轉(zhuǎn)型的具體經(jīng)營(yíng)策略案例分析卻是比較碎片化,缺乏系統(tǒng)化的案例指導(dǎo)。鑒于作者的工作關(guān)系,在一家VC1中從頭開(kāi)始參與了YZDS公司的轉(zhuǎn)型、融資、再轉(zhuǎn)型以及運(yùn)營(yíng)策略等各方面公司戰(zhàn)略的制定,因此一直想寫一篇文章來(lái)總結(jié)作者的經(jīng)驗(yàn)和所得,拋磚引玉,也希望以后有更多的人來(lái)研究小企業(yè)轉(zhuǎn)型為電子商務(wù)的案例。為了搞清楚傳統(tǒng)童裝品牌向電商轉(zhuǎn)型的痛點(diǎn)和方法,事先征得YZDS公司李總的允許,作者可以YZDS公司為案例,撰寫此論文。本文通過(guò)研究童裝品牌公司YZDS公司的案例,分別在銷售策略、品牌定位策略、商業(yè)模式策略、精細(xì)化管理策略等幾個(gè)方面切入。本文通過(guò)總結(jié)歸納YZDS公司的經(jīng)營(yíng)策略并結(jié)合一些電商案例,歸納了傳統(tǒng)童裝品牌向電商轉(zhuǎn)型的九個(gè)核心要素:1.產(chǎn)品。通過(guò)互聯(lián)網(wǎng)了解銷售、消費(fèi)者和客戶,做好產(chǎn)品定位,并選擇適合自己的產(chǎn)品設(shè)計(jì)風(fēng)格、模式;2.商業(yè)模式。選擇適合本公司的商業(yè)模式;一個(gè)好的商業(yè)模式讓童裝電商事半功倍。3.品牌。品牌對(duì)服裝企業(yè)來(lái)講,可以說(shuō)是企業(yè)最強(qiáng)大的競(jìng)爭(zhēng)力。4.供應(yīng)鏈。要持續(xù)做生意則必須做好供應(yīng)鏈,打造強(qiáng)大的、快速反應(yīng)的精益敏捷供應(yīng)鏈。5.資本。資本的力量毫無(wú)疑問(wèn)是強(qiáng)大的,它能讓企業(yè)加速成長(zhǎng)。6.運(yùn)營(yíng)。做好“爆款”1打造,適當(dāng)?shù)纳陥?bào)平臺(tái)促銷活動(dòng)2,做好數(shù)據(jù)分析,做到從中發(fā)現(xiàn)商機(jī)推動(dòng)持續(xù)改善,平衡線上線下的運(yùn)營(yíng)策略。7.團(tuán)隊(duì)。電商永遠(yuǎn)缺人,到底缺的是哪些人?團(tuán)隊(duì)如何組建?培養(yǎng)?分工與協(xié)作?8.系統(tǒng)。網(wǎng)站系統(tǒng)與集成,包括主站建設(shè)、第三方平臺(tái)對(duì)接服務(wù)、CRM及呼叫中心整合等。9.流程。流程和制度的制定,以及不斷優(yōu)化和改進(jìn)。最后本文通過(guò)YZDS公司的案例,作者對(duì)前述的關(guān)鍵要素及經(jīng)營(yíng)策略全面檢驗(yàn),并得出一些重要的啟示,案例分析將有助于對(duì)企業(yè)經(jīng)營(yíng)策略的進(jìn)一步理解和提升,辯明步驟和基本要素,對(duì)于傳統(tǒng)童裝品牌向電商轉(zhuǎn)型具有更有效的指導(dǎo)。
[Abstract]:With the rapid development of electronic data interchange (EDI) technology in 1990's, the development of electronic commerce industry in China began to sprout. With the development of technology, e-commerce is becoming more and more accepted by the public. Unlike traditional business models, electronic commerce does not require face-to-face transactions, no time and space constraints, reduces the intermediate links of transactions, can display products and services in all directions, and has a deeper accumulation of customer behavior and information. Make products and services faster, more efficient, and more resource-efficient to provide to consumers. With the advent of the era of e-commerce, no matter the giants of traditional industries or new entrants, a variety of enterprises from the traditional business model into the embrace of e-commerce. Unfortunately, although more and more information is available and the cases of transition are more and more, the case study on the specific management strategy of small brand children's wear enterprises to the direction of e-commerce is relatively fragmented, lacking of systematic case guidance. In view of the author's working relationship, he has been involved in all aspects of the corporate strategy of YZDS from scratch in a VC1, such as transformation, financing, re-transformation, and operational strategy, and has always wanted to write an article summarizing the author's experience and gains. Also hope that in the future there will be more people to study the transformation of small enterprises to e-commerce cases. In order to find out the pain point and method of the transition from traditional children's wear brand to e-commerce, the author can write this paper with the permission of Li of YZDS Company and the case of YZDS Company. In this paper, through the study of children's clothing brand company YZDS case, respectively in the sales strategy, brand positioning strategy, business model strategy, refined management strategy and other aspects. By summing up the management strategy of YZDS Company and combining with some cases of e-commerce, this paper sums up nine core elements of the transition from traditional children's clothing brand to e-commerce: 1. Product Through the Internet to understand sales, consumers and customers, do a good job of product positioning, and choose their own product design style, mode; 2. Business model. Choose the right business model for the company; a good business model for children's clothing e-commerce business with half the effort. 3. Brand. Brand for clothing enterprises, can be said to be the most powerful competitiveness of enterprises. 4. Supply chain. To continue doing business, you must do well in the supply chain, build a strong, rapid response lean agile supply chain. 5. Capital The power of capital is unquestionably powerful. It can accelerate the growth of enterprises. 6. 6%. Operation. Do a good job of "fashion" 1 build, appropriate application platform sales promotion activities 2, do a good job of data analysis, to find business opportunities to promote continuous improvement, balance line and offline operation strategy. 7. party Ecommerce is always short of people. Who is missing? How is the team formed? Nurture? Division of labor and cooperation? System. Website system and integration, including master station construction, third party platform docking service, CRM and call center integration. 9. Process. Process and system development, as well as continuous optimization and improvement. Finally, through the case of YZDS Company, the author tests the key elements and management strategy comprehensively, and draws some important enlightenment. The case analysis will be helpful to the further understanding and promotion of the enterprise management strategy. Identify the steps and basic elements, for the traditional children's clothing brand to e-commerce transformation has more effective guidance.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6
本文編號(hào)：2425344
[Abstract]:With the rapid development of electronic data interchange (EDI) technology in 1990's, the development of electronic commerce industry in China began to sprout. With the development of technology, e-commerce is becoming more and more accepted by the public. Unlike traditional business models, electronic commerce does not require face-to-face transactions, no time and space constraints, reduces the intermediate links of transactions, can display products and services in all directions, and has a deeper accumulation of customer behavior and information. Make products and services faster, more efficient, and more resource-efficient to provide to consumers. With the advent of the era of e-commerce, no matter the giants of traditional industries or new entrants, a variety of enterprises from the traditional business model into the embrace of e-commerce. Unfortunately, although more and more information is available and the cases of transition are more and more, the case study on the specific management strategy of small brand children's wear enterprises to the direction of e-commerce is relatively fragmented, lacking of systematic case guidance. In view of the author's working relationship, he has been involved in all aspects of the corporate strategy of YZDS from scratch in a VC1, such as transformation, financing, re-transformation, and operational strategy, and has always wanted to write an article summarizing the author's experience and gains. Also hope that in the future there will be more people to study the transformation of small enterprises to e-commerce cases. In order to find out the pain point and method of the transition from traditional children's wear brand to e-commerce, the author can write this paper with the permission of Li of YZDS Company and the case of YZDS Company. In this paper, through the study of children's clothing brand company YZDS case, respectively in the sales strategy, brand positioning strategy, business model strategy, refined management strategy and other aspects. By summing up the management strategy of YZDS Company and combining with some cases of e-commerce, this paper sums up nine core elements of the transition from traditional children's clothing brand to e-commerce: 1. Product Through the Internet to understand sales, consumers and customers, do a good job of product positioning, and choose their own product design style, mode; 2. Business model. Choose the right business model for the company; a good business model for children's clothing e-commerce business with half the effort. 3. Brand. Brand for clothing enterprises, can be said to be the most powerful competitiveness of enterprises. 4. Supply chain. To continue doing business, you must do well in the supply chain, build a strong, rapid response lean agile supply chain. 5. Capital The power of capital is unquestionably powerful. It can accelerate the growth of enterprises. 6. 6%. Operation. Do a good job of "fashion" 1 build, appropriate application platform sales promotion activities 2, do a good job of data analysis, to find business opportunities to promote continuous improvement, balance line and offline operation strategy. 7. party Ecommerce is always short of people. Who is missing? How is the team formed? Nurture? Division of labor and cooperation? System. Website system and integration, including master station construction, third party platform docking service, CRM and call center integration. 9. Process. Process and system development, as well as continuous optimization and improvement. Finally, through the case of YZDS Company, the author tests the key elements and management strategy comprehensively, and draws some important enlightenment. The case analysis will be helpful to the further understanding and promotion of the enterprise management strategy. Identify the steps and basic elements, for the traditional children's clothing brand to e-commerce transformation has more effective guidance.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6
【相似文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 章健;YZDS電商經(jīng)營(yíng)要素探討[D];蘇州大學(xué);2016年
，本文編號(hào)：2425344
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