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在此背景下，本文主要研究服装共享行业的商业模式，以国内一家首批从事
服装共享行业的公司——成都必酷科技有限公司作为研究对象。通过对该公司的
“多啦衣梦”女性时装共享服务平台的运作反复考察，并在借鉴国外成功经验的
基础上，对“多啦衣梦”项目现有的商业模式的优化提出可行性建议。以期为共
享经济的理论和实践提供一些参考价值
本文的主要内容包括以下几个方面：首先，对共享经济领域的相关理论作了
概括性论述，结合宏观背景下国内外共享经济领域行业发展现状，对当前中国服
装共享行业的项目进行分析；其次，就服装共享领域实例成都必酷科技有限公司
“多啦衣梦”项目进行研究，对该项目商业模式进行概述，并对其商业模式中存
在的问题进行识别和分析；最后，针对企业现阶段存在的问题，提出商业模式优
化与改进方案
本文在研究过程中主要采用的是实地调查法与案例分析法。在研究过程中，
本人针对项目的相关用户群体设计用户调查问卷，发放了 200 余份网络问卷，并
对得到的有效信息做归纳整理，得出详尽的调查分析报告。另外，本人于 2016 年
年底在成都必酷科技有限公司实习，走访了公司自建的仓储工厂及洗涤中心，收
集并整理该企业“多啦衣梦”项目的一手运营数据，从而为论文的研究提供扎实
的材料基础
关键词：共享经济，服装领域，商业模式ABSTRACT
II
ABSTRACT
Prime Minister Li Keqiang, in the report of government work of 2015, first put
forward “Internet+” action plan, which was followed by a series of supporting policies
introduced by the central government and the high-standard holding of the second
World Internet Summit in 2015; the rapid growth of Internet companies like Apple,
Google, Facebook, BAT, XIAOMI, 360 was accompanied by the emerging of new
economic patterns like Uber, Airbnb, Netflix( NASDAQ: NFLX, the first company
providing video sharing service, with a market value of 41.5 billion US dollars).
Sharing Economy, a new economic pattern, is becoming known, understood and
accepted by more people and exerting more influence on people’s lives, with the success
of Uber, Airbnb and Netflix.
Under such a circumstance, this thesis mainly studies the innovation and operation
of business pattern in clothing sharing area and takes Chengdu Becool Technology
CO.,LTD which engages in clothing sharing, as its research object. Through repeated
investigation towards the company’s platform for “Dora’s dream” women’s fashion
sharing service and based on successful foreign experience, the thesis intends to put
forward some practicable suggestions on the key links of the “Dora’s dream” project,
which is expected to provide sharing economic theory and practice with some reference
value.
The thesis mainly includes the following aspects: firstly, it makes a general review
on relative literature in sharing economy and taking into consideration the development
situation of sharing economy home and abroad under the macro background, it analyzes
the present situation and prospect of the clothing industry in China. Secondly, it studies
the “Dora’s dream” project of the Chengdu Becool Technology CO.,LTD as its example,
makes an overview on its business patter, and identifies and analyzes problems in the
business pattern. Last, against the problems in the current period, it puts forward an
optimum proposal for the business pattern.
The mainly research methods of the thesis are field investigation and case analysis.
In the process of research, I have designed and set out more than 200 copies of
questionnaire survey which related to the user groups of the program,
and summarized out a elaborate survey analysis report. In addition, I had worked inABSTRACT
III
Chengdu Becool Technology CO.,LTD at the end of 2016, visited the self-built factory
and washing center of company, collected and organized valuable data of “Dora’s
dream” project, which lays a solid foundation for future study of the thesis.
Keywords: sharing economy, clothing industry, business pattern目 录
IV
目 录
第 1 章 绪论........ 1
1.1 研究的背景........ 1
1.2 研究的目的及意义........ 1
1.3 研究方法及思路 2
1.4 文献综述 3
1.4.1 国外共享经济研究文献概况 .... 4
1.4.2 国内共享经济研究文献综述 .... 5
1.4.3 对相关研究的评述 ........ 6
第 2 章 国内外共享经济沿革与趋势.... 7
2.1 共享经济的定义 7
2.2 共享经济产生及发展的背景条件........ 7
2.3 目前共享经济领域的主要企业简介.. 10
2.4 共享经济对传统经济模式的挑战...... 13
2.5 共享经济的发展趋势.. 13
第 3 章 公司外部环境分析...... 15
3.1 共享经济在服装租赁行业中的体现.. 15
3.2 中国服装行业基本情况.......... 17
3.3 服装共享行业的基本情况...... 20
3.4 细分领域项目的竞争分析...... 21
第 4 章 成都多啦衣梦共享模式现状分析...... 24
4.1 成都必酷科技有限公司简介.. 24
4.2 公司业务发展情况...... 24
4.3 用户市场调查.. 26
4.3.1 第一轮调查分析报告 .. 26
4.3.2 第二轮调查分析报告 .. 30
4.4 项目商业模式介绍...... 32
4.5 项目现有商业模式存在的问题.......... 35
4.5.1 项目的外部挑战 .......... 35
4.5.2 项目的内部管理问题 .......
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