雅戈尔服装业务商业模式研究

发布时间：2018-08-12 11:50

【摘要】：随着移动互联技术的日益发展,商业模式在服装企业战略布局中发挥的作用日益突出。关于服装企业商业模式的文献层出不穷,既有理论性探索,也有个案的研究,但尚未形成一个系统的、统一的理论分析框架。那么,商业模式的定义到底是什么?它在当今行业竞争环境下发挥着怎样的作用?又如何实现企业商业模式的创新、调整或再造呢?本文从目前理论界对商业模式的研究成果及现状入手,在对国内外商业模式的相关理论研究进行阐述的基础上,把现有国内主要服装企业商业模式的研究资料及文献进行系统的归纳、梳理和总结。从服装企业商业模式的定义、分类和评估等方面进行研究分析,并阐述了O2O商业模式的定义与内涵。通过运用服装企业商业模式的相关理论,对雅戈尔服装业务的商业模式进行实例研究,分析了雅戈尔服装产业一体化商业模式的定位,业务系统,核心资源能力和盈利模式,提出了现行商业模式的问题与不足。通过与美特斯邦威、Vancl等典型服装企业商业模式进行对比分析,得出对雅戈尔的经验借鉴。文章最后在商业模式理论研究和案例研究的基础上,提出了雅戈尔服装业务的商业模式的构想,即O2O模式,通过对企业的价值链关系进行电子商务方面的虚拟性整合,从而建立起一种移动互联时代全新的服装业体验式商业模式。
[Abstract]:With the development of mobile interconnection technology, business model plays an increasingly important role in the strategic layout of garment enterprises. There are many documents on the business model of garment enterprises, both theoretical exploration and case study, but a systematic and unified theoretical analysis framework has not yet been formed. So what is the definition of a business model? What role does it play in today's competitive environment? How to realize the innovation, adjustment or reengineering of the enterprise business model? This paper starts with the current research achievements and current situation of the business model in the theoretical circle, on the basis of expounding the relevant theoretical research of the business model at home and abroad. This paper systematically summarizes, combs and summarizes the research data and literature of the main domestic garment enterprises. This paper analyzes the definition, classification and evaluation of the business model of garment enterprises, and expounds the definition and connotation of the business model of O _ 2O. Through the application of the relevant theory of the clothing enterprise business model, the paper makes a case study of the Youngor clothing business model, and analyzes the positioning, business system, core resource ability and profit model of the Youngor clothing industry integration business model. The problems and shortcomings of the current business model are put forward. By comparing and analyzing the business models of the typical apparel enterprises such as Youngor, we draw lessons from the experience of Youngor. Finally, on the basis of the theory of business model and case study, this paper puts forward the conception of business model of Youngor clothing business, namely, O _ 2O mode, which integrates the value chain relationship of enterprises in e-commerce. In order to establish a mobile Internet era of a brand-new clothing industry experience business model.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86

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