發(fā)布時間：2018-04-14 07:08

  本文選題：品牌 + 非快時尚��； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：在今天，隨著經(jīng)濟(jì)的發(fā)展，潮流的更迭，現(xiàn)代人的生活方式和消費(fèi)行為在不斷發(fā)生著變化。人們在購買服裝商品的時候不僅著眼于服裝的舒適度與功能型，而且更注重時尚性以及個性化。為了滿足消費(fèi)者的需求，，快速地反應(yīng)市場的變化，獲得更多的利潤，廣大服裝公司都競相學(xué)習(xí)“快時尚”的運(yùn)營模式。而買手模式作為快時尚品牌運(yùn)營的制勝核心也成為研究的目標(biāo)。同時買手作為買手模式的基礎(chǔ)，也成為服裝業(yè)界的明星職位：世界各地時尚基地都有買手奔走采購的身影，服裝企業(yè)招聘信息上越來越頻繁的出現(xiàn)了買手這一職位。對于非快時尚的服飾品牌若想要引入買手模式，進(jìn)行產(chǎn)業(yè)轉(zhuǎn)型與升級，則需要根據(jù)自身企業(yè)發(fā)展量體裁衣，建立適于自己的買手模式。本文從快時尚和非快時尚服飾的角度分別闡述了發(fā)展買手模式的趨勢與重要性，并以非快時尚品牌服裝公司為研究對象，分析了買手模式對其發(fā)展的意義，并以B時尚品牌公司為例，對其進(jìn)行了買手模式的優(yōu)化構(gòu)建。 本文首先對論文的研究背景和研究意義作了介紹，分析了目前服裝行業(yè)“快”的發(fā)展趨勢，并對本文研究的方法與路線進(jìn)行了闡述。 其次，本文對買手的基本理論進(jìn)行了研究。分析了買手產(chǎn)生的背景，闡述了買手的定義以及分類，并分析概括了買手應(yīng)具有的基本能力和素質(zhì)，包括豐富的服裝專業(yè)知識，正確的營銷理念、良好的溝通與協(xié)作能力以及創(chuàng)造力等，同時分析了買手對整個服裝行業(yè)發(fā)展的意義。 再次，對買手模式進(jìn)行理論概述，包括買手模式的理論依據(jù)，產(chǎn)生的背景與其發(fā)展，并對買手模型進(jìn)行了分類；簡單的介紹了買手模式在時尚品牌發(fā)展中的應(yīng)用后，提出了快時尚品牌發(fā)展與買手之間存在著一定得必然聯(lián)系：買手模式成就了快時尚的迅猛發(fā)展、快時尚也讓買手模式有了更廣泛的應(yīng)用。 然后本文對買手模式在非快時尚服裝品牌中的引入作了設(shè)想與分析。分析了非快時尚品牌特征以及其發(fā)展買手模式的必要性；將非快時尚與快時尚品牌的運(yùn)營模式進(jìn)行了分析，可以看出快時尚模式的優(yōu)勢，以及買手模式對非快時尚品牌的提升作用；并對非快時尚品牌引入買手的基礎(chǔ)進(jìn)行了研究。 最后本文以BESTSELLER公司為例，研究了買手模式在非快時尚服裝品牌運(yùn)營方式中的職能優(yōu)化。對BESTSELLER公司運(yùn)營理念和其在發(fā)展過程中存在的問題進(jìn)行介紹，得出其在出現(xiàn)問題的原因，并對其提出了可行的買手職能優(yōu)化方案。
[Abstract]:Today, with the development of economy and the change of trend, the life style and consumption behavior of modern people are constantly changing.People not only focus on the comfort and function of clothing, but also on fashion and individuation.In order to meet the needs of consumers, quickly reflect the changes of the market, obtain more profits, the majority of clothing companies are competing to learn the "fast fashion" mode of operation.As the winning core of fast fashion brand operation, the buyer model has also become the goal of the research.At the same time, buyers as the basis of the model of buyers, but also become the star position in the clothing industry: there are buyers around the world fashion base procurement figure, clothing enterprises recruitment information more and more frequently appeared in the position of the buyer.If the non-fast fashion clothing brand wants to introduce the buyer mode and carry on the industry transformation and upgrade, it needs to tailor according to its own enterprise development and establish the suitable buyer mode.From the point of view of fast fashion and non-fast fashion, this paper expounds the trend and importance of developing the buyer mode, and takes the non-fast fashion brand clothing company as the research object, and analyzes the significance of the buyer mode to its development.And take B fashion brand company as an example, has carried on the optimized construction to its buyer mode.This paper first introduces the research background and significance of the paper, analyzes the development trend of "fast" in the garment industry, and expounds the method and route of this paper.Secondly, this paper studies the basic theory of the buyer.This paper analyzes the background of the buyer, expounds the definition and classification of the buyer, and summarizes the basic abilities and qualities that the buyer should possess, including the rich professional knowledge of clothing, the correct marketing idea,Good communication and collaboration ability, creativity and so on. At the same time, it analyzes the significance of buyer to the development of the whole clothing industry.Thirdly, the paper summarizes the theory of the buyer model, including the theoretical basis, the background and the development of the buyer model, and classifies the buyer model; briefly introduces the application of the buyer model in the development of fashion brands.It is pointed out that there must be a certain connection between the development of fast fashion brand and the buyer: the buyer mode has achieved the rapid development of fast fashion, and fast fashion has also made the buyer mode more widely used.Then, this paper conceive and analyze the introduction of buyer mode in non-fast fashion clothing brand.The characteristics of non-fast fashion brand and the necessity of developing buyer mode are analyzed, and the advantages of fast fashion mode can be seen by analyzing the operation mode of non-fast fashion brand and fast fashion brand.And the promotion of non-fast fashion brand and the basis of the introduction of non-fast fashion brand.Finally, taking BESTSELLER Company as an example, this paper studies the function optimization of the buyer mode in the non-fast fashion clothing brand operation mode.This paper introduces the operational concept of BESTSELLER Company and the problems existing in the process of its development, finds out the causes of the problems, and puts forward a feasible scheme for the optimization of the buyer's functions.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.86;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉建長;;我國服裝產(chǎn)業(yè)打造國際化品牌的戰(zhàn)略思考[J];北方經(jīng)濟(jì);2007年12期

2 許麗慧;;服裝買手模式的探討[J];福建輕紡;2007年09期

3 徐美玲;Zara:締造時裝工業(yè)新帝國[J];紡織信息周刊;2005年17期

4 譚國亮;;服裝買手機(jī)制下的設(shè)計關(guān)系[J];化纖與紡織技術(shù);2009年02期

5 林景新;;快時尚,快營銷[J];國際公關(guān);2010年02期

6 梁東升;;職業(yè)“買手”橫空出世[J];科技智囊;2007年04期

7 曉伊;;職業(yè)〖買手〗:時尚王國的無冕之王[J];中國經(jīng)濟(jì)信息;2006年21期

8 李立立;;論中國服裝品牌的現(xiàn)狀與未來[J];商場現(xiàn)代化;2008年22期

9 李愛英;;論服裝買手應(yīng)具備的專業(yè)素質(zhì)[J];商場現(xiàn)代化;2009年10期

10 閻迪;;淺析ZARA的品牌價值及其營銷策略[J];山東紡織科技;2008年05期

本文編號：1748223