【摘要】：個性化消費時代的來臨,使得市場需求變化的速度越來越快,為適應這種速度,很多企業(yè)開始進行運營制度的改革。買手制順勢而生,買手制運營模式是以顧客為導向,能夠迅速應對市場變化、響應市場需求、滿足市場需求的全新運營模式。運營成功的有優(yōu)衣庫、ZARA、HM、熱風等企業(yè)。 為了應對市場變化,很多企業(yè)為生存發(fā)展也在不斷的嘗試推行買手制運營模式,使用聘用專業(yè)人員、上線產(chǎn)品開發(fā)系統(tǒng)、升級終端銷售數(shù)據(jù)系統(tǒng)等方式方法,以期望可快速對應并且滿足市場需求,最終使企業(yè)得到發(fā)展壯大。本文采用圖表與案例相結(jié)合的方式指出了買手制的發(fā)展特色過程。 并在此基礎(chǔ)上總結(jié)了正在嘗試推行買手制的企業(yè)的成功、失敗的特點原因。國內(nèi)企業(yè)目前暫時都還處在探索買手制運營模式的過程中,對買手制有很多誤讀。尤其是買手制的核心競爭力,目前大家的認知都還處于有“買手”萬事大吉階段。本文在結(jié)合國內(nèi)外成功的案例及理論支持的基礎(chǔ)上提出了買手制運營模式的核心競爭力即以顧客為導向的觀點。在對國內(nèi)外相關(guān)理論進行綜述的基礎(chǔ)上,結(jié)合多品集合店與買手制理論針對S公司買手制運營現(xiàn)狀及問題進行了闡述及分析。 因為買手制進入中國還不是很長時間,還沒有形成一個經(jīng)過實踐檢驗過的買手制的正確方向與理論導向。本文在理論結(jié)合S公司改革成功的經(jīng)驗基礎(chǔ)上提出了具體的買手制操作細則,以解決了企業(yè)內(nèi)部推行買手制時遇到的問題,對買手制操作策略管理提出了建設(shè)性的對策建議。并對其適用性及限制性進行了說明。
[Abstract]:With the advent of individualized consumption era, the speed of market demand change is getting faster and faster. In order to adapt to this speed, many enterprises began to carry out the reform of operation system. Buying manual operation mode is a new operation mode which is customer-oriented and can quickly cope with market changes, respond to market demand and meet market demand. Successful operation of Uniqlo, ZARA,HM, hot wind and other enterprises. In order to cope with the changes in the market, many enterprises are also constantly trying to promote the purchase and manual operation model in order to survive and develop, using the employment of professionals, online product development systems, upgrading terminal sales data systems and other ways and means. With the expectation that can quickly correspond to and meet the market demand, and finally make the enterprise develop and grow. This paper points out the characteristic process of buyer's system by combining chart with case. On this basis, this paper summarizes the characteristics of the success and failure of the enterprises that are trying to carry out the buy-by-hand system. At present, domestic enterprises are still in the process of exploring the buyer system operation mode, there are a lot of misreading of the buyer system. In particular, the core competitiveness of the buyer system, at present, everyone's cognition is still in the stage of "buying hands". Based on the successful cases and theoretical support at home and abroad, this paper puts forward the point of view that the core competitiveness of the buyer-made operation model is customer-oriented. On the basis of summarizing the relevant theories at home and abroad, combined with the theory of multi-product collection shop and buyer system, this paper expounds and analyzes the present situation and problems of S company's purchasing hand system operation. Because it has not been a long time since the buyer system entered China, it has not yet formed the correct direction and theoretical orientation of the buyer system, which has been tested by practice. Based on the theory and the successful experience of S company reform, this paper puts forward the concrete detailed rules of buyer system operation, in order to solve the problems encountered in carrying out the purchase hand system within the enterprise, and puts forward some constructive countermeasures and suggestions for the management of the purchase hand system operation strategy. Its applicability and restriction are explained.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86;F274

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本文編號：2474958