品牌男装企业价值链构建与优化研究

发布时间：2019-05-07 03:39

【摘要】：近几年,随着服装产业升级和结构调整、国际经济环境的变化、服装生产成本的上升以及消费者需求的多样化和个性化,服装企业已经意识到创新和企业内外资源整合的重要性。在这种情况下,品牌建设与推广、营销网络建设、供应链整合等成为品牌服装企业的核心竞争力。研究发现,我国众多品牌男装企业在品牌和渠道建设等方面已经取得良好业绩,但随着男装流行周期不断缩短,消费者需求层次不断提高等多种因素影响,企业在产品和服务准确定位、创新与快速响应市场有效需求等方面仍显不足。究其原因,在于企业对产品市场研究、设计研发、渠道建设、物流管理、市场营销等一系列体现核心竞争力的经营活动,缺乏创新意识和有效整合。本文在大量文献研究的基础上,以价值链整合品牌男装企业核心竞争力为目标,首次提出品牌男装企业的价值链管理方法。根据品牌男装企业特点,对迈克尔·波特基本价值链进行适当的理论创新,尝试构建品牌男装企业价值链；然后以此为基础,对品牌男装企业价值链展开系统的分析；最后提出品牌男装企业价值链优化应从内部价值链整合、外部价值链整合、组织结构调整、信息技术平台建设、人才引进和培养五个方面着手；在探讨品牌男装企业价值链构建、分析和优化的理论构架的同时,以代表性企业——Y公司为案例背景,进行实证研究,构建公司价值链并提出价值链优化的一系列方案。希望通过品牌男装企业价值链管理的探究,给企业管理带来新视角,为企业核心竞争力的打造和效益的提升提供参考和借鉴。
[Abstract]:In recent years, with the upgrading and restructuring of the garment industry, the changes in the international economic environment, the rise in clothing production costs and the diversification and individuation of consumer demand, Garment enterprises have realized the importance of innovation and integration of internal and external resources. In this case, brand construction and promotion, marketing network construction, supply chain integration have become the core competitiveness of brand clothing enterprises. The research finds that many men's wear enterprises in our country have made good achievements in brand and channel construction, but with the continuous shortening of the popular cycle of men's wear and the continuous improvement of the level of consumer demand, and so on, many factors, such as the impact of various factors, have been achieved. Enterprises in the accurate positioning of products and services, innovation and rapid response to market demand and other aspects are still inadequate. The reason lies in a series of business activities, such as product market research, design and development, channel construction, logistics management, marketing and so on, which reflect the core competitiveness, and lack of innovative consciousness and effective integration. On the basis of a great deal of literature research, this paper puts forward the value chain management method for the brand men's wear enterprises for the first time, aiming at the core competitiveness of the value chain integration brand men's wear enterprises. According to the characteristics of brand men's wear enterprises, this paper makes appropriate theoretical innovation to Michael Porter's basic value chain, tries to construct the value chain of brand men's wear enterprises, and then systematically analyzes the value chain of brand men's wear enterprises on the basis of this. Finally, the value chain optimization of brand men's wear enterprises should be carried out from five aspects: the integration of internal value chain, the integration of external value chain, the adjustment of organizational structure, the construction of information technology platform, the introduction and training of talents. While discussing the theoretical framework of the construction, analysis and optimization of the value chain of the brand men's wear enterprise, taking the representative enterprise-Y Company as the case background, this paper makes an empirical study, constructs the value chain of the company and puts forward a series of schemes for the optimization of the value chain. Hope through the brand men's clothing enterprise value chain management inquiry, brings the new angle to the enterprise management, for the enterprise core competition ability creation and the benefit promotion provides the reference and the reference.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86

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