联系我们

论文查询结果	返回搜索

论文编号：	10484
作者编号：	2220140656
上传时间：	2018/12/6 17:01:12
中文题目：	互联网情境下快时尚品牌竞争力培育研究
英文题目：	Study on the Cultivation of Fast Fashion Brand Competitiveness under the Internet Context
指导老师：	白长虹
中文关键字：	互联网；快时尚；优衣库；价值网络；竞争力
英文关键字：	Internet; Fast fashion; UNIQLO; Value networks; Competitiveness
中文摘要：	纺织服装产业在国民经济和工业化发展过程中长期扮演着关键角色。从纺织服装全球价值链分工体系来看，我国纺织服装企业多承担加工、制造环节的生产任务，处于“微笑曲线”的底端，易陷入“低端锁定”和“路径依赖”的困境。而以互联网为代表的新一代信息技术在生产、生活中的广泛应用，对生产方式、商业模式和产业组织等产生了深刻变革，“互联网+”计划的实施不断催生新产业、新业态、新产品和新商业模式持续涌现。本文以“快时尚”行业中的标杆性企业--优衣库（UNIQLO）为例，为传统服装企业探索如何在互联网情境下向“快时尚”转型和“快时尚”服装企业再造市场竞争力提供经验借鉴。 本文的主要内容如下： 第一，从互联网在商业中的应用和消费结构升级两个方面概括了纺织服装企业转型升级的方向和“快时尚”服装企业竞争力培育的紧迫性。并此基础上提炼本文需要研究的主要内容，确定可供采用的研究方法。 第二，从竞争力、竞争战略和快时尚三个方面，对本文的研究基础进行归纳总结，为案例选择、问题分析和对策建议提供理论保障。 第三，本文以“快时尚”标杆性企业优衣库作为案例研究对象，并研究发现优衣库“制造零售模式”的价值网络由五个子网络构成，分别为服装设计、原料采购、生产分包与制造协同、运输和终端零售以及库存管理子网络。 第四，为识别优衣库在市场竞争中面临的挑战和机遇，本文运用PEST方法从政治环境、经济环境、社会文化环境和技术环境对优衣库所处的宏观行业环境进行了分析。基于波特五力分析模型，全面剖析了优衣库与利益相关者之间的竞合关系，从供应商议价能力、客户议价能力、现有竞争者、潜在竞争者和替代品五个方面，对优衣库在市场竞争中所处的地位进行了综合评价。 第五，基于对优衣库所处宏观行业环境、产业发展环境和企业竞争优劣势的分析，本文构建了优衣库培育竞争力的基本模型。 第六，本文认为在互联网情境下，以优衣库为代表的快时尚服装企业培育竞争力具有五种策略选择。 关键词：互联网；快时尚；优衣库；价值网络；竞争力
英文摘要：	Textile and garment industry plays a key role in the development of national economy and industrialization. From the view of global value chain division system of textile and clothing, Chinese textile and garment enterprises are responsible for the production tasks of processing and manufacturing, and are at the bottom of the "smile curve", easily falling into the dilemma of "low-end locking" and "path dependence". The widespread use of the new generation of information technology represented by the Internet in production and life has brought about profound changes in the mode of production, business models, and industrial organizations. The implementation of the "Internet +" program has continuously led to the continuous emergence of new industries, new forms of business, new products and new business models. This article takes UNIQLO, a standard enterprise in the "fast fashion" industry, as an example. For the traditional garment enterprises to explore how to "fast fashion" transformation and "fast fashion" garment enterprises in the context of the Internet competition to provide reference. The main contents of this article are as follows: First, from two aspects: the application of Internet in commerce and the upgrading of consumer structure, this paper summarizes the orientation of the transformation and upgrading of textile and garment enterprises and the urgency of fostering the competitiveness of "fast fashion" garment enterprises. On the basis of this, the main contents of this article need to be studied and the research methods that can be adopted are determined. Second, from the three aspects of competitiveness, competition strategy and fast fashion, the research foundation of this paper is summarized to provide theoretical guarantee for case selection, problem analysis and countermeasures. Third, the article takes the "fast fashion" standard enterprise UNIQLO as a case study object, and finds that the UNIQLO "manufacturing retail model" value network consists of five sub-networks. They are garment design, raw material procurement, production subcontracting and manufacturing collaboration, transportation and terminal retail, and inventory management subnetworks. Fourth, in order to identify the challenges and opportunities faced by UNIQLO in market competition, this paper analyzes the macro industry environment of UNIQLO from the political environment, economic environment, social and cultural environment and technical environment by using PEST method. Based on the Porter Five Force Analysis Model, this paper comprehensively analyzes the competing relationships between UNIQLO and stakeholders, from five aspects: supplier bargaining power, customer bargaining power, existing competitors, potential competitors, and substitutes. The position of UNIQLO in market competition is evaluated comprehensively. Fifth, based on the analysis of the macroscopical industry environment, industrial development environment and competitive advantages and disadvantages of enterprises, this paper constructs the basic model to foster the competitiveness of UNIQLO. Sixth, this article thinks that there are five strategies to foster competitiveness of fast fashion garment enterprises represented by UNIQLO in the context of the Internet. Key words: Internet; Fast fashion; UNIQLO; Value networks; Competitiveness
查看全文：	预览  下载(下载需要进行登录)