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摘要 伴随着经济增长放缓以及服装消费者消费观念与习惯的改变,传统服装企业经营惨淡; 但国外快时尚服装企业却依然保持良好增长势头,销售额不断增加,门店销售渠道也开始向 三四线城市扩展。快时尚服装是我国服装市场发展的重大趋势之一,其快速反应、平价、符 合消费者时尚需求的特点广受消费者青睐。SPA 是一种自有品牌零售经营模式,已经成为 ZARA、优衣库等全球领先的快时尚服装企业最主要的经营模式。目前,SPA 模式在我国还处 在起步阶段,探讨分析先进的经营模式对我国本土服装企业乃至整个服装行业的发展具有重 要意义。 本文首先界定了快时尚与 SPA 模式等概念、阐述了相关理论,分析了我国目前服装行业 的发展状况和本土服装企业在经营模式上所存在的问题;其次,以国外有代表性的 ZARA、 优衣库、H&M 三家成功的快时尚企业为例,对其企业市场定位、运营中所采用的主要策略 等方面进行了分析,对比国外快时尚服装企业与我国传统服装企业的经营模式区别,总结了 国外成功的快时尚服装企业对我国服装企业的启示。最后,选取 H 公司在进行快时尚 SPA 模式的应用,通过分析 H 公司现有营销策略和存在的问题,提出了针对于 H 公司在商品企 划、经营信息共享系统、供应商管理、企业组织架构以及销售渠道等方面的 SPA 模式优化发 展策略。 本文通过对 H 公司 SPA 模式本地化应用为创新点,通过分析其在应用 SPA 模式过程中所 取得的成绩和产生的问题,针对问题提出切实有效的解决办法,对国内服装企业应用 SPA 模式有一定参考作用。 关键词: SPA 模式 服装企业 快时尚 优化 IITABLE OF CONTENTS Abstract ..............................................................................................................................................I 摘要 ..................................................................................................................................................II TABLE OF CONTENTS .................................................................................................................III 目录 ................................................................................................................................................. V LIST OF TABLES....................................................................................................................... VIII 表目录 .............................................................................................................................................IX LIST OF FIGURES ........................................................................................................................X 图目录 .............................................................................................................................................XI Chapter I Introduction.......................................................................................................................1 1.1 Research Background ..........................................................................................................1 1.2 Research Significance and Objectives .................................................................................2 1.2.1 Research Significance ...............................................................................................2 1.2.2 Research Objectives .................................................................................................3 1.3 Research Method ................................................................................................................4 1.3.1 Literature Research ..................................................................................................4 1.3.2 Case Research...........................................................................................................4 1.3.3 The Method of Comparative Analysis ......................................................................4 Chapter II Literature Review ............................................................................................................5 2.1 The Overview of the Fast Fashion .......................................................................................5 2.1.1 The Definition of the Fast Fashion............................................................................5 2.1.2 The Characteristics of the Fast Fashion Companies .................................................5 2.2 The Overview of the SPA model ..........................................................................................6 2.2.1 The Definition of the SPA Model ..............................................................................6 2.2.2 Changes in the Clothing SPA Model .........................................................................7 2.2.3 Main Types of SPA Model.........................................................................................7 2.2.4 Characteristics of SPA Model....................................................................................8 2.3 The Research of SPA model .................................................................................................9 2.4 The Relevant Theory of STP Marketing Strategy ...............................................................11 2.4.1 Segmentation .........................................................................................................11 2.4.2 Targeting.................................................................................................................12 2.4.3 Positioning..............................................................................................................12 Chapter III The Situation of the H Company..................................................................................14 3.1 The Overview of the H Company.......................................................................................14 3.2 The Organizational Structure of the H Company...............................................................15 3.3 The STP Analysis of the Target Market of the H Company ................................................16 3.3.1 The Target Market Segmentation of the H Company.............................................16 3.3.2 The Target Market Selection of the H Company ....................................................18 3.3.3 Market Positioning of the H Company ...................................................................18 3.4 The Business Model Analysis of the H Company...............................................................19 3.5 Existing Problems ..............................................................................................................21 3.5.1 Business operation information fails to effectively interface with suppliers .........21 III3.5.2 Insufficient Product Planning Capability ................................................................22 3.5.3 The Lack of Retail Channel Management...............................................................24 3.5.4 Lack of Company Management..............................................................................25 3.5.5 Failure to Form an Interest Alliance with Suppliers ...............................................25 Chapter IV The Analysis of the H Company ..................................................................................27 4.1 The Analysis on Clothing Enterprises ................................................................................27 4.1.1 The Current Situation of Domestic Clothing Industry ............................................27 4.1.2 The Development Problems of Chinese Clothing Industry.....................................27 4.1.3 The Overview of Foreign Fast Fashion Enterprises.................................................28 4.1.4 The Analysis on SPA Model Adopted by Foreign Fast Fashion Enterprises ............30 4.1.5 The Comparison between SPA Model and Traditional Model................................33 4.2 The Need to Implement the SPA model............................................................................36 4.3 Implementation of SPA model feasibility analysis.............................................................37 4.3.1 Similar Market Positioning .....................................................................................37 4.3.2 Similar Target Customer .........................................................................................37 4.3.3 Similar Price Positioning.........................................................................................38 4.3.4 Diversified Design Concept.....................................................................................38 4.3.5 Simple Marketing Channel .....................................................................................38 Chapter V Marketing Strategy Analysis and Opitimaztion Strategy...............................................40 5.1 Marketing Strategy Analysis ..............................................................................................40 5.1.1 Product Strategy.....................................................................................................40 5.1.2 Price Strategy .........................................................................................................41 5.1.3 Place Strategy.........................................................................................................41 5.1.4 Promotion Strategy ................................................................................................42 5.2 SPA Model Optimization Strategy of the H Company........................................................43 5.2.1 Building an Information Sharing Platform..............................................................43 5.2.2 Optimizing Product Planning..................................................................................44 5.2.3 Strengthening terminal store management...........................................................46 5.2.4 Optimizing the organizational structure and mechanism of the enterprise ..........51 5.2.5 Strengthening supplier management.....................................................................54 Chapter VI Suggetion for Domestic Apparel Company..................................................................59 6.1 Establishing strategic partnerships with suppliers and manufacturers.............................59 6.2 Implementing Information Sharing System.......................................................................59 6.3 Efficient Logistics System...................................................................................................61 6.4 Strengthening Retail Manangement .................................................................................61 6.5 Strengthening the ability of the brand merchandising planning ......................................62 Chapter VII Conclusion and Prospect.............................................................................................63 7.1 Conclusion.........................................................................................................................63 7.2 The study inadequacies in this paper................................................................................63 7.3 Prospects...........................................................................................................................64 IV目录 Abstract ...........................................................................................................................I 摘要...............................................................................................................................II TABLE OF CONTENTS ............................................................................................. III 目录..............................................................................................................................VI LIST OF TABLES .......................................................................................................IX 表目录...........................................................................................................................X LIST OF FIGURES .....................................................................................................XI 图目录........................................................................................................................ XII 第一章 前言..................................................................................................................1 1.1 研究背景.......................................................................................................... 1 1.2 研究意义和研究目标...................................................................................... 2 1.2.1 研究意义................................................................................................ 2 1.2.2 研究目标................................................................................................ 3 1.3 研究方法.......................................................................................................... 4 1.3.1 文献综述................................................................................................ 4 1.3.2 案例研究................................................................................................ 4 1.3.3 对比分析................................................................................................ 4 第二章 文献综述..........................................................................................................5 2.1 快时尚概述...................................................................................................... 5 2.1.1 快时尚的定义........................................................................................ 5 2.1.2 快时尚公司的特征................................................................................ 5 2.2 SPA 模式概述................................................................................................... 6 2.2.1 SPA 模式的定义..................................................................................... 6 2.2.2 SPA 模式的变迁..................................................................................... 7 2.2.3 SPA 模式的主要类型............................................................................. 7 2.2.4 SPA 模式的特征..................................................................................... 8 2.3 关于 SPA 模式的研究..................................................................................... 9 2.4 STP 营销策略的相关理论............................................................................. 11 2.4.1 市场细分.............................................................................................. 11 2.4.2 目标市场.............................................................................................. 12 2.4.3 市场定位.............................................................................................. 12 第三章 H 公司的现状................................................................................................14 3.1 H 公司概况..................................................................................................... 14 V3.2 H 公司组织架构............................................................................................. 15 3.3 H 公司目标市场的 STP 分析........................................................................ 16 3.3.1 H 公司市场细分分析........................................................................... 16 3.3.2 H 公司目标市场分析........................................................................... 17 3.3.3 H 公司市场定位分析........................................................................... 18 3.4 H 公司的市场模式分析................................................................................. 19 3.5 H 公司存在的问题......................................................................................... 21 3.5.1 经营信息未能与供应商有效对接...................................................... 21 3.5.2 商品企划能力不足.............................................................................. 21 3.5.3 零售渠道管理水平有待提高.............................................................. 24 3.5.4 公司管理经验不足.............................................................................. 24 3.5.5 未能与供应商形成利益联盟.............................................................. 25 第四章 H 公司的分析................................................................................................26 4.1 服装企业的分析............................................................................................ 26 4.1.1 国内服装行业的现状.......................................................................... 26 4.1.2 国内服装行业发展过程中存在的问题.............................................. 26 4.1.3 国外快时尚服装企业概述.................................................................. 27 4.1.4 国外快时尚服装企业 SPA 模式分析................................................. 29 4.1.5 SPA 模式服装企业与传统服装企业对比分析................................... 32 4.2 H 公司实行 SPA 模式的必要性.................................................................... 35 4.3 H 公司实行 SPA 模式的可行性分析............................................................ 36 4.3.1 相类似市场定位.................................................................................. 36 4.3.2 相类似消费者群体.............................................................................. 36 4.3.3 相类似的价格定位.............................................................................. 36 4.3.4 多元化的设计理念.............................................................................. 37 4.3.5 相类似的市场渠道.............................................................................. 37 第五章 营销策略分析及优化策略............................................................................39 5.1 市场营销策略分析........................................................................................ 39 5.1.1 产品策略.............................................................................................. 39 5.1.2 价格策略.............................................................................................. 40 5.1.3 渠道策略.............................................................................................. 40 5.1.4 促销策略.............................................................................................. 41 5.2 H 公司 SPA 模式优化策略............................................................................ 42 5.2.1 构建信息共享平台.............................................................................. 42 VI5.2.2 优化产品企划方案.............................................................................. 43 5.2.3 加强终端门店管理.............................................................................. 45 5.2.4 优化公司组织架构与机制.................................................................. 50 5.2.5 加强供应商管理.................................................................................. 53 第六章 国内服装公司导入 SPA 模式优化建议.......................................................58 6.1 建立与供应商、生产商的战略合作关系.................................................... 58 6.2 建立信息共享系统........................................................................................ 58 6.3 完善物流系统................................................................................................ 60 6.4 加强对销售渠道的管理................................................................................ 61 6.5 加强商品企划能力........................................................................................ 62 第七章 结论与展望....................................................................................................63 7.1 结论................................................................................................................ 63 7.2 本文研究的不足............................................................................................ 63 7.3 展望................................................................................................................. 64 VIILIST OF TABLES Table 3-1 Analysis of market segmentation variables of the H company ...............................26 Table 3-2 H company product positioning table .....................................................................29 Table 5-1 Product category ratio .............................................................................................44 VIII表目录 表 3-1 H 公司市场细分变量分析.........................................................................................26 表 3-2 H 公司产品定位表.....................................................................................................29 表 5-1 产品类别比率.............................................................................................................44 IXLIST OF FIGURES Figure 3-1 Organization Structure of the H company .............................................................16 Figure 3-2 H company operation mode...................................................................................21 Figure 3-3 H company goods procurement channel ...............................................................23 Figure 3-4 H company product planning flow chart ...............................................................24 Figures 4-1 2011-2017 Clothing CPI Variation.......................................................................26 Figures 4-2 TOP50 apparel Brands in 2015............................................................................29 Figure 4-3 Traditional model ..................................................................................................34 Figure 4-4 SPA model .............................................................................................................35 Figure 5-1 Modular design in the development of fast fashion products (QR Order) ............45 Figure 5-2 Front view of the store...........................................................................................50 Figure 5-3 Top view of the store .............................................................................................50 Figure 5-4 Door design of the store ........................................................................................51 Figure 5-5 Optimized product planning center architecture ...................................................53 Figure 5-6 Based on the spa mode supplier selection indicator ..............................................55 X图目录 图 3-1 H 公司的组织结构.....................................................................................................16 图 3-2 H 公司运营模式.........................................................................................................21 图 3-3 H 公司商品采购渠道.................................................................................................23 图 3-4 H 公司产品企划流程图.............................................................................................24 图 4-12011-2017 服装 CPI 变化............................................................................................26 图 4-2 2015 年 TOP50 服装品牌...........................................................................................29 图 4-3 传统服装模式 ...........................................................................................................34 图 4-4 SPA 模式......................................................................................................................35 图 5-1 快时尚产品开发中的模块化设计(QR 订单)......................................................45 图 5-2 门店正面视图...........................................................................................................50 图 5-3 门店上方视图...........................................................................................................50 图 5-4 图 5-6 门店门头设计................................................................................................51 图 5-5 图 5-7 优化产品企划中心组织架构........................................................................53 图 5-6 基于 spa 模式供应商选择指标.