本文選題：服裝業(yè)　切入點(diǎn)：庫(kù)存　出處：《湖南大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：服裝行業(yè)長(zhǎng)期以來(lái)是我國(guó)的支柱產(chǎn)業(yè)，服裝產(chǎn)品也是對(duì)外貿(mào)易中的出口大項(xiàng)，尤其在東南沿海地區(qū)，以紡織服裝業(yè)為代表的輕工業(yè)十分發(fā)達(dá)。該行業(yè)較好地利用了我國(guó)勞動(dòng)力和資源等要素稟賦，其對(duì)我國(guó)國(guó)際貿(mào)易和國(guó)內(nèi)經(jīng)濟(jì)的發(fā)展以及解決就業(yè)都有著不可替代的重要作用。隨著改革開(kāi)放以來(lái)工業(yè)化進(jìn)程加快，服裝業(yè)也經(jīng)歷了飛速的發(fā)展壯大，但是隨著經(jīng)濟(jì)轉(zhuǎn)型期的到來(lái)，服裝業(yè)開(kāi)始放慢步伐，并和其他行業(yè)一樣出現(xiàn)嚴(yán)重的產(chǎn)能過(guò)剩問(wèn)題。 在全球經(jīng)濟(jì)不振和國(guó)內(nèi)全行業(yè)產(chǎn)能普遍過(guò)剩的大背景下，我國(guó)服裝行業(yè)最近幾年經(jīng)歷了嚴(yán)酷的寒冬，前幾年業(yè)內(nèi)企業(yè)為爭(zhēng)奪渠道和地盤(pán)而大肆擴(kuò)張、2008年以來(lái)國(guó)內(nèi)外市場(chǎng)遇冷以及行業(yè)管理和運(yùn)營(yíng)中出現(xiàn)一系列問(wèn)題，使得2010年以來(lái)我國(guó)服裝業(yè)面臨庫(kù)存高企的困境。本文以我國(guó)服裝業(yè)的庫(kù)存問(wèn)題為對(duì)象展開(kāi)研究，在分析行業(yè)庫(kù)存現(xiàn)狀的基礎(chǔ)上，筆者試圖深入挖掘高庫(kù)存出現(xiàn)的內(nèi)外部原因，并給出相應(yīng)的解決對(duì)策。首先，本文討論了服裝行業(yè)庫(kù)存問(wèn)題所涉及的理論基礎(chǔ)，發(fā)現(xiàn)供應(yīng)鏈中的“牛鞭效應(yīng)”對(duì)需求的放大是導(dǎo)致庫(kù)存過(guò)剩的重要原因之一，而豐田JIT拉式生產(chǎn)理論的應(yīng)用可以在一定程度上提高供應(yīng)鏈上物料和信息傳送的準(zhǔn)確率。結(jié)合產(chǎn)品生命周期理論和經(jīng)濟(jì)訂貨量模型，服裝企業(yè)在產(chǎn)品進(jìn)入市場(chǎng)的不同階段應(yīng)采取不同策略進(jìn)行營(yíng)銷(xiāo)和推廣，并用盡可能小的存貨成本進(jìn)行訂貨，維持合理的庫(kù)存量。接著，本文按照從一般到具體的寫(xiě)作思路展開(kāi)論述，先剖析了全行業(yè)的總體現(xiàn)狀及原因，后選取本土服裝企業(yè)美特斯邦威作為案例展開(kāi)具體分析，探索高庫(kù)存企業(yè)的典型代表在經(jīng)營(yíng)中遇到的實(shí)際問(wèn)題以及美邦采取的應(yīng)對(duì)措施。最后，本文用結(jié)論給出服裝業(yè)庫(kù)存過(guò)剩內(nèi)外兩方面的原因，，并相應(yīng)地從市場(chǎng)分析和預(yù)測(cè)、供應(yīng)鏈建設(shè)、電子商務(wù)、營(yíng)銷(xiāo)策略和經(jīng)營(yíng)方式五個(gè)方面給出了對(duì)策建議。
[Abstract]:The clothing industry has been the pillar industry of our country, but also clothing products in foreign trade export items, especially in the southeast coastal areas, the textile and garment industry as the representative of the light industry is well developed. The industry better use of China's labor and resources, the China International Trade and domestic economy development and employment have an irreplaceable important role. With the reform and opening up of the accelerated process of industrialization, the clothing industry has experienced rapid development, but with the arrival of economic transition, the garment industry began to put down the pace, and the emergence of serious overcapacity problems and other industries.
The background is generally in excess of the weak global economy and domestic industry production capacity, China's garment industry has experienced the harsh winter in recent years, a few years ago the industry enterprises to compete for channel and site and wantonly expansion at home and abroad since the 2008 market freeze and industry management and operation of a series of problems, which in 2010 since China's garment industry facing high inventory predicament. In this paper, the inventory problem in China's garment industry as the study object, based on the analysis of the status quo of the stock industry, the author tries to dig the internal and external reasons of high inventories, and gives the corresponding countermeasures. Firstly, this paper discusses the theoretical basis for the apparel industry inventory the issues involved in the supply chain, found the "bullwhip effect" on demand amplification is the result of excess inventory is one of the important reasons, and the application of TOYOTA JIT pull production theory in a The extent to improve the accuracy of the supply of materials and information transmission chain. Combined with the product life cycle theory and the economic order quantity model, clothing enterprises should adopt different strategies for marketing and promotion in different stages of products entering the market, and make the order less inventory costs, to maintain a reasonable inventory. Then, according to the discusses the writing ideas from the general to the specific, first analyzes the current situation and reasons of the whole industry in general, after the selection of the local garment enterprises of Metersbonwe as a case to analyze and explore the measures to deal with the representative of the high inventory of enterprises encountered in the operating problems and take Barney. Finally, conclusions are given by the garment industry excess inventory in this paper, two aspects of internal and external causes, and from the market analysis and forecast, supply chain construction, electronic commerce, five aspects of marketing strategy and management The countermeasures and suggestions are given.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.86;F274

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