品牌服装网络直销电子商务模式的研究

发布时间：2018-04-26 17:20

本文选题：品牌服装 + 网络直销　；参考：《苏州大学》2008年硕士论文

【摘要】： 近两年,随着我国网络普及率的不断提高,使网络购物发展迅猛,根据艾瑞咨询统计数据,2008年上半年,我国网购市场交易规模已达531.5亿元,接近去年全年561亿元的规模。互联网的商业价值被越来越多的服装企业所重视,不少企业纷纷建立网站,进行网络营销。但大部分企业网站仅用于信息发布,真正进行网上销售的很少。因为在大多数企业看来,服装属于传统模式的特殊消费品,亲身体验很重要,是不适合网上销售的。但随着PPG衬衫将“轻公司直销模式”带入服装业,网络直销成了2007年服装行业最热的议题。PPG无实体店,将产品的原料、生产、检验、运送等环节全部外包,自己只负责产品的开发与销售。利用网站、电话和目录进行直销,在短短两三年时间内,挤进了男衬衫前三甲。PPG商业模式的成功,在于对服装传统的销售模式的创新。它将网络和目录销售的形式引入男衬衫行业,通过大幅度降低渠道费用,使消费者能够以更低的价格买到理想的衬衫。业内把这种通过渠道创新而取得效益的网络直销模式叫做“渠道模式”。与传统加盟、代理商式的销售方式相比,“渠道模式”的优势就在于消耗在销售渠道上的费用低,产品具有价格上的绝对优势。这个优势对于网络购物来说是非常重要的。因为大部分人选择网络购物就是因为“价格便宜”而受到了吸引。但这种模式由于没有自己的实体工厂,对于供应链的依赖程度很高,在供应链管理、订单管理方面不具备足够控制力。如果供应链上某环节出现问题,就会对销售将产生很大影响。近期PPG就因为网购规模扩展太快,与外包企业间合作产生一些问题,致使产品质量受到影响而导致用户退货现象不断出现。同时物流速度也无法得到保障,送货太慢也不断引起客户的不满。因此,对于这种类型的直销公司来说,成败的关键就是如何“整合好外部资源”,使供应链上下游协调运转。在“轻公司”遭遇质量、服务等瓶颈时,以BONO为代表的传统服装企业也纷纷建立起直销网站。他们学习了PPG直销模式,但又非完全复制PPG,而是根据企业的品牌与品质优势,打造出包括呼叫中心、目录销售、网络直销、地面直营店在内的立体整合营销架构,而且从提高产品品质以及售前、售中及售后服务入手,争取服务的人性化和个性化,实现从卖产品到卖服务的战略升级。业内将这种直销模式叫“产品模式”。 “产品模式”直销企业在服装品质及个性化服装方面有着与生俱来的优势。不过,传统服装企业自建网站进行网络营销也存在许多的不足:一是缺乏网络信息技术人才,如果在网络营销上投入太大,势必影响到其原有模式营销渠道的拓展;二是目前大部分的网络购物者年龄集中在18-30岁,这些人购物图的是方便、快捷、便宜,因此以定制为主的网络直销模式,目前还不具备价格与人气优势。受启发于2006年底家电行业建立的“品牌家电网”,本文提出了建立B2C服装直销网站联盟的构想。具体思路是:由政府相关部门(如服装行业协会)进行监管,由品牌服装企业提供产品,由IT企业提供网络支持的一种大型服装B2C网络购物超市,直销各品牌的换季与库存产品。如同建立一个网络OUTLETS购物中心。这样,一方面可为服装企业减轻沉重的库存包袱;另一方面通过网络这样一个传播速度快、传播面广的宣传平台,扩大品牌在消费者心中的影响力。同时,换季产品有相当大的价格吸引力也与品牌企业原有销售渠道的产品定位有了差别,相互间不会产生冲突。网络,作为继电视、报纸之后的第三大媒体,是品牌扩张的新兴传播平台,它以传播面广、成本投入低、针对性强、互动性强等优势成为现今传统媒体无法替代的信息平台,作为传统行业的服装业,我们应该抓住大趋势,积极探索服装电子商务应用之道。网络平台是服装企业发展不可忽视的战场! 本课题主要采用了市场调研法和比较分析法对服装网络直销现有模式的优势、缺陷、网站设计等方面进行了比较分析,提出了建立品牌服装直销网站联盟的构想,并从网站的构成、产品定位、发展优势等三方面进行了论述。对于探讨服装行业电子商务运用模式有一定指导意义。
[Abstract]:In the last two years, with the continuous improvement of network popularity in China, online shopping has developed rapidly. According to the statistics of Eli, in the first half of 2008, the transaction scale of the online shopping market in China reached 53 billion 150 million yuan, close to the scale of 56 billion 100 million yuan in last year. The commercial value of the Internet has been valued by more and more clothing enterprises, and many enterprises have built it in succession. Web site, online marketing. But most of the enterprise websites are only used for information release, and there are few real online sales. Because in most enterprises, clothing belongs to the special consumer goods of traditional mode. Personal experience is very important, it is not suitable for online sales.
But as the PPG shirt brings the "light company direct selling mode" into the garment industry, network direct selling has become the hottest issue of the clothing industry in 2007,.PPG non entity store, outsourcing all the products, production, inspection, and transportation. It is only responsible for the development and sale of the products. Using network stations, telephone and catalogues to carry out direct selling in just two or three years. Inside, the success of the three a.PPG business model in front of the men's shirt lies in the innovation of the traditional sales model of clothing. It introduces the form of network and catalog sales into the men's shirt industry, and reduces the cost of the channel by a large margin to enable consumers to buy the ideal shirt at a lower price. The Internet direct marketing model is called "channel model".
Compared with the traditional franchise and agent style, the advantage of "channel model" is that the cost of the sales channel is low and the product has the absolute advantage in the price. This advantage is very important for online shopping. Because most people choose to buy online goods because they are "cheap". But this model does not have enough control over supply chain management and order management because there is no real factory in its own. If there is a problem in the supply chain, it will have a great impact on sales. In the near future, PPG is expanding too quickly and working with outsourcing enterprises. There are some problems that cause the quality of the product to be affected and the phenomenon of the customer return. At the same time, the logistics speed can not be guaranteed, the delivery is too slow and the customer is dissatisfied. Therefore, for this type of Direct Selling Company, the key to the success or failure is how to "integrate the external resources" to make the supply chain upstream and downstream coordinate transportation. Turn.
When "light company" encountered the bottleneck of quality, service and so on, the traditional garment enterprises represented by BONO have also set up direct selling websites. They learned the PPG direct selling mode, but they did not copy the PPG completely, but based on the brand and quality advantages of the enterprises, they made up the stand, including the call center, the catalog sales, the network direct selling, the ground straight store. Integrated marketing framework, and from the improvement of product quality as well as the pre-sale, sale and after-sales service, strive for humanization and individualization of services, and realize the strategic upgrade from selling products to selling services. This model is called "product model".
The "product model" direct selling enterprises have the inherent advantages in the aspects of clothing quality and individualized clothing. However, there are many shortcomings in the network marketing of the traditional garment enterprises. One is the lack of network information technology personnel. If the investment in network marketing is too big, it will affect the extension of its original mode of marketing. The two is that most of the current network shoppers are aged 18-30 years old, and these people are convenient, fast and cheap, so the network direct selling model, which is based on customizing, does not have the advantage of price and popularity at present.
Inspired by the "brand home appliance network" established by the home appliance industry at the end of 2006, this paper puts forward the idea of establishing a B2C clothing direct selling website alliance, which is regulated by the relevant government departments (such as the clothing industry association), the product of the brand clothing enterprises, and a large garment B2C online shopping over the network support by the IT enterprises. In the same way, a network OUTLETS shopping center is established. On the one hand, it can lighten the heavy burden of inventory for clothing enterprises; on the other hand, through the network such a spread platform, which spreads fast and spread wide, expands the brand's influence in the consumer's heart. When the attraction of the big price is also different from the product positioning of the original marketing channel of the brand enterprise, there is no conflict between each other. As a TV, the third big media after the newspaper is a new spreading platform for brand expansion. It has become a traditional medium for the advantages of wide spread, low cost, strong pertinence and strong interaction. As the clothing industry of traditional industry, we should seize the big trend and actively explore the application of clothing e-commerce. The network platform is a battlefield for the development of clothing enterprises.
This topic mainly adopts the market research method and comparative analysis method to compare the advantages, defects and website design of the clothing network direct selling mode, and puts forward the idea of establishing the alliance of brand clothing direct selling website, and discusses the three aspects of the structure of the website, the positioning of the product, the advantage of the development and so on. The application mode of e-business in the industry has certain guiding significance.

【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86;F724.6

【引证文献】