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论文编号：	1111
作者编号：	2120072225
上传时间：	2009/6/8 21:40:55
中文题目：	基于电子商务的服装规模定制研究
英文题目：	A Study of Clothing scale c
指导老师：	张玉利
中文关键字：	网上定制;规模定制;配置管理系统
英文关键字：	web-based customization;Mass C
中文摘要：	我国经过三十年快速发展，已经成为全世界最大的服装生产国与消费国，进入21世纪之后，国内消费者需求进一步变化，人们对服装的需求层次进一步提升，为服装产业带来了新的发展机遇，同时也面临巨大挑战。目前中国服装最突出的问题是：国内企业不占有“设计”和“销售”等高附加值环节，为寻求国外更大订单只能纷纷压价生产，中国服装业内忧外患，危机重重。如何利用现有的科学技术和管理科学增加服装企业的核心竞争力，是中国服装制造企业应该面对的课题。随着信息化与全球化的快速推进、发展，与人们对服装需求层次进一步提升，个性化、顾客化的产品将成为服装业的新需求趋势，规模定制也将成为全球服装产业发展的必然趋势。 在系统总结和研究服装规模定制营销的国内外相关研究的理论成果及存在的问题的基础上，本文主要从规模定制环境下服装制造企业如何制定适合的营销策略，如何构建在线服装配置系统和销售物流体系等问题入手，进行了深入的研究，论文基本框架由一个外部展现、两个内部因素三个方面展开：首先，适合的营销策略是企业外部展现，就如何与顾客建立正确的盈利性关系进行了明确，即“如何使顾客相信我有好产品”；同时，以信息技术为基础的配置系统的建立，是企业及时、准确地反映客户需求，提高成衣效率的内部素质之一，即“如何及时准确地生产出好产品”；第三，销售物流体系的建立，是企业有效降低运营成本的新型管理理念，是提高企业生产素质的内部因素之一，即，“如何及时将好产品送达顾客”。 最后，基于上述对在线服装配置系统和物流管理的研究，对国内某牛仔裤定制公司进行了规模定制营销的实证研究，验证了本文提出的销售物流策略能以较低的成本敏捷的满足服装规模定制营销的需要。
英文摘要：	After three decades rapid development, China has become one of the world's largest garment producing and consuming countries. In 21 century, with the further changes of consumer demand, People improve the level of demand for the garment industry, which brought not only new opportunities but great challenges. At present, the most prominent issue for China clothing market is: domestic enterprises do not control the high-value-added segments such as “designing" and "selling" channels. In order to seek more foreign orders, manufacturing enterprises have to decrease the price consistently. . With both internal and external crisis, how to make use of existing science and technology is the core subject faced with Chinese clothing manufacturers. With the information technology and the rapid development of globalization, personalized, customer-oriented products will become the new demands of the garment industry trends. Based on the system and research-scale custom marketing apparel studies at home and abroad, this paper focus on the customization service with how to design appropriate marketing strategies, how to build online sales of apparel and logistics system. The framework is beginning from an external display and the two internal factors, three aspects including: First of all, the marketing strategy is suitable for external display, and clearly define how to establish a clear profit oriented relationship, that is, "how to make customers believe that I have a good product"; At the same time, information technology-based Customization system, is timely, accurately reflect the customer demand and improve producing efficiency and the quality of clothing. That is, "How to produce timely and accurate product"; Third, the establishment of low cost logistics system is the new management philosophy, which improve the quality of the internal production, so called ”How to be good products and timely customer service." Finally, the paper has a demonstration research on a jeans corporation which has carrying out mass customization for their customers, which has demonstrated the usage of market-product transportation. In addition, this paper discusses the theory of the apparel mass customized marketing, and provides a theoretical and technological support for China's apparel corporations carrying out mass customization.
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