I 建立“佑途”配装服务公司的商业计划书 摘要 改革开放以来，以纺织服装为主导的轻工业蓬勃发展，不仅 为国家的经济建设提供了巨大推动力，也为人民物质生活水平的 提高做出了巨大贡献。经过近三十年的发展，中国不仅成为世界 服装的生产基地，同时也成为世界最主要的服装消费市场，然而 中国的服装行业在光鲜的外表下却实际陷入了沼泽泥潭。 光鲜的外表是指服装行业拥有首屈一指的生产制造能力，完 善的产业链，先进的制造设备，廉价的劳动力，众多的服装品牌， 庞大的终端销售渠道，以及广阔的海内外市场。而深深的泥潭是 指中国的服装产业还停留在产品消费阶段，庞大的市场需求下， 国内的服装品牌却在费劲心思降低成本，争夺市场，创新意识在 恶性的生存竞争中无法抬头。电子商务的蓬勃发展虽然对服装行 业也带来了巨大影响，但几年下来仅成为品牌的另外一个销货渠摘要 II 道，更将价格战提升到一个新的等级。同时，低端伪劣商品更是 把泥潭搅的更加浑浊。 另一方面，社会经济的发展和生活水平的提高在给消费者带 来更多需求的同时，也使消费者的审美有了大幅的提升，在人们 对社交生活需求增加的同时，个人形象的要求也逐步深入内心。 而消费者实际面对的确是国产品牌款式互相抄袭，制作品质偏低， 加之国人对外来品牌，以及奢侈品牌的特殊情结，造成了很多品 牌至今仍在去库存的过程当中。 本文从服装行业销售阶段寻求突破，以消费者需求为根本出 发点，结合传统实体店铺和网络销售的优势，提出为顾客提供个 性化的基于私人买手的服装搭配服务商业模式。使客户能够通过 最短的时间和最低的成本得到适合自身形体、肤色、性格喜好以 及场合要求的个性化服装搭配，进而管理消费者的衣橱。实现以 需求引导消费，进而引导服装服务模式，推动服装行业发展转型 的目的。主要内容如下， 1、介绍配装服务产生的时代背景，中国的服装业发展历史和摘要 III 现状，新时期下需要解决的问题； 2、介绍公司概况，对公司进行优劣势分析，以及 7S 模型分 析； 3、利用波特五力以及 SLEPT 模型，对配装服务行业进行优劣 势分析，明确所面临的机遇和威胁； 4、运用 SWOT 矩阵确定采取增长型企业战略，根据目标顾客 和其需求差异化以及服务自身差异化的特点从而选择差异化的竞 争战略； 5、通过对问卷数据的分析，明确了目标客户群体的特点为， 1）年龄在 30-40 岁，2）年收入水平小于 20 万，3）工作繁忙或 者不知如何选购搭配的人群； 6、运用 STP 确定具体的目标市场，利用 7Ps 制定明确的营销 策略，进而进行详细的销售计划和市场推广计划； 7、利用演绎归纳法对佑途配装服务公司运营进行演绎分析， 制定运营计划，包括战略地图以及组织架构搭建； 8、在一系列财务假设的前提下，完成项目未来 5 年的财务报摘要 IV 表预测； 9、总结本文的核心内容和思想，展望服装搭配服务的未来发 展前景。 关键词，服装搭配，配装服务，网络购物，形象提升ABSTRACT - V - BUSINESS PLAN OF UTOO GARMENT COLLOCATION SERVICE COMPANY ABSTRACT Since China's reform and opening up, the light industry dominated by textile and apparel has flourished. It not only supplies the strong push for the national economic construction but also makes huge contribution to the improvement of people’s material living standards. After 30-year development, China has become the manufacturing base for the world’s dress and the major consumer market. But more importantly, China’s garment industry has actually run into the trouble under the shiny appearance. The shiny appearance includes the leading manufacturing capacity, perfect industry chain, advanced manufacturing equipment, cheap labor, many brands, large terminal sales channels and the broad market at home and abroad. The trouble is China ’s garment industry is still in the product consumption stage, and it concentrates on the cost reduction to fight for market. At the same time, the innovation consciousness will never catch up under the vicious competition. This article seeks to break from the apparel industry sales stage, to consumer demand as the fundamental starting point, combining the advantages of traditional physical stores and Internet sales, put forward to provide customers with personalized private buyers, clothing with the business model and services. Enabling customers to take the shortest time and lowest cost we can obtain for their own body, color, personality preferences and personalized clothing with the requirements of the occasion, and then manage the consumer's wardrobe. To guide the consumer demand and thus guide clothing service modelABSTRACT - VI - to promote the development of the apparel industry in transition. The main contents are as follows. 1. Introduce the fitted background of garment collection services produced, China's garment industry development history and current situation, problems need to be solved under the new era. 2, Introduction of the company, the company's analysis of the advantages and disadvantages, and 7S model analysis. 3, Using Porter's five forces and SLEPT model, equipped with advantages and disadvantages of the service industry, clearly define the opportunities and threats. 4, Using SWOT matrix to determine the growth-oriented business strategy to take, according to the target customers and their needs and differentiated services to differentiate itself to select the characteristics of differential competitive strategy. 5, Through the questionnaire data analysis, define the target customer groups: 1) age 30-40 years old, 2) annual income level of less than 200,000, 3) busy or do not know how to choose. 6, Use the STP to identify specific target market, using 7Ps to develop a clear marketing strategy, and then carry out a detailed sale plan and marketing plan. 7, the use of deductive induction way to analysis the company's operations and services, development of operational plan, including strategy maps, and organizational structures. 8, Complete 5 years’ financial reports which were based on series of proper financial assumptions. 9, Summarizes the core content and ideas of this article, the future prospects for the development of the garment collection service.ABSTRACT - VII - Supervised by________ KEY WORDS: Garment collection, Garment collection service, E-commerce, raise image目录 - VIII - 目录 摘要....................................................................................................................... I ABSTRACT ...........................................................................................................V 1. 绪论.............................................................................................................1 1.1. 研究背景和意义 .........................................................................................1 1.2. 报告研究方法 .............................................................................................6 1.3. 文献综述 .....................................................................................................9 1.4. 本章小结 ...................................................................................................13 2. 佑途配装服务公司简介...........................................................................14 2.1. 公司概况 ...................................................................................................14 2.2. 公司经营业务介绍和发展方向 ...............................................................14 2.3. 公司优劣势分析 .......................................................................................15 2.4. 佑途配装服务公司 7S 模型分析 .............................................................16 2.5. 本章小结 ...................................................................................................17 3. 行业分析...................................................................................................18 3.1. 服装行业发展近况 ...................................................................................18 3.2. 服装搭配行业市场分析 ...........................................................................23 3.3. 服装搭配行业波特五力分析 ...................................................................25 3.4. 服装搭配行业 SLEPT 模型分析 .............................................................27 3.5. 本章小结 ...................................................................................................30 4. 客户分析...................................................................................................31 4.1. 问卷调查分析 ..