本文選題：運(yùn)營(yíng)模式 + 實(shí)體店�。� 參考：《蘭州理工大學(xué)》2014年碩士論文

【摘要】：服裝企業(yè)采用電子商務(wù),開(kāi)拓出一種條新的營(yíng)銷(xiāo)渠道,是近幾年服裝企業(yè)產(chǎn)品銷(xiāo)售的主流選擇。電子商務(wù)是伴隨互聯(lián)網(wǎng)技術(shù)發(fā)展而產(chǎn)生的依靠網(wǎng)絡(luò)進(jìn)行的商務(wù)活動(dòng),通過(guò)網(wǎng)絡(luò)的虛擬交易平臺(tái),完成商品信息發(fā)布、咨詢(xún)洽談、網(wǎng)上訂購(gòu)、網(wǎng)上支付等,電子商務(wù)活動(dòng)能大幅減少商品流通的中間環(huán)節(jié),極大的降低企業(yè)的運(yùn)營(yíng)成本。我國(guó)正處在經(jīng)濟(jì)轉(zhuǎn)型期,而眾多的消費(fèi)人群也決定了服裝業(yè)大國(guó)的定位,服裝企業(yè)在電子商務(wù)取得長(zhǎng)足發(fā)展的同時(shí),也面臨著一系列新的問(wèn)題,對(duì)服裝企業(yè)營(yíng)運(yùn)模式進(jìn)行研究和探討,并認(rèn)清服裝企業(yè)運(yùn)營(yíng)模式的發(fā)展方向,就顯得至關(guān)重要。 本文重點(diǎn)通過(guò)研究企業(yè)的轉(zhuǎn)型模式以及電子商務(wù)的發(fā)展,對(duì)電子商務(wù)企業(yè)的轉(zhuǎn)型做出研究。結(jié)合服裝企業(yè)實(shí)體運(yùn)營(yíng)以及三種主流的電子商務(wù)運(yùn)營(yíng)模式,即企業(yè)之間的交易方式、企業(yè)與個(gè)人之間的交易方式、個(gè)人與個(gè)人之間的交易方式,研究服裝企業(yè)在愈發(fā)激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下運(yùn)營(yíng)模式發(fā)展的趨勢(shì)。 本文通過(guò)研究確立了一種網(wǎng)店+實(shí)體店的運(yùn)營(yíng)模式,即在雙軌下同時(shí)運(yùn)營(yíng)實(shí)體店和網(wǎng)店。這一模式避免了傳統(tǒng)服裝店采用的,用于企業(yè)之間的商務(wù)運(yùn)營(yíng)模式B2B及商家對(duì)個(gè)人的運(yùn)營(yíng)模式B2C、個(gè)人對(duì)個(gè)人的運(yùn)營(yíng)模式C2C中的弊端。文中作者以韓都衣舍的經(jīng)營(yíng)模式進(jìn)行剖析,進(jìn)一步總結(jié)實(shí)體店與網(wǎng)店共同運(yùn)營(yíng)模式的經(jīng)驗(yàn),為中小服裝店及個(gè)體服裝運(yùn)營(yíng)者的網(wǎng)店發(fā)展提出相應(yīng)建議。
[Abstract]:It is the mainstream choice for garment enterprises to use e-commerce to open up a new marketing channel in recent years. With the development of Internet technology, E-commerce is a kind of business activity that depends on the network. Through the virtual trading platform of the network, it completes the commodity information release, consultation negotiation, online ordering, online payment and so on. E-commerce activities can greatly reduce the intermediate links of commodity circulation and greatly reduce the operating costs of enterprises. Our country is in the economic transition period, and the numerous consumer crowd also decided the clothing industry big country localization, the clothing enterprise obtains the considerable development in the electronic commerce, also faces a series of new problems. It is very important to study and discuss the operation mode of garment enterprises and to recognize the developing direction of the operation mode of garment enterprises. This paper focuses on the transformation of e-commerce enterprises through the study of enterprise transformation model and the development of e-commerce. Combined with the entity operation of garment enterprises and the three main electronic commerce operation modes, that is, the transaction mode between enterprises, between enterprises and individuals, between individuals, between individuals, This paper studies the development trend of clothing enterprises' operation mode in the increasingly fierce market competition environment. In this paper, we establish a business model of online store, that is, to operate both physical store and online store under two tracks. This model avoids the disadvantages of B2B, B2C and C2C, which are used in traditional clothing stores and between enterprises. In this paper, the author analyzes the management mode of Han Du-she, sums up the experience of the joint operation mode between the physical store and the online store, and puts forward some suggestions for the development of the small and medium-sized clothing store and the individual clothing operator.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F724.6;F426.86

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