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论文编号：	5172
作者编号：	2120112807
上传时间：	2013/6/4 10:13:17
中文题目：	专业市场关键成功要素研究
英文题目：	Critical successfactors research for the professional market
指导老师：	王迎军
中文关键字：	专业市场;产业集群;关键成功要素;产业链;升级
英文关键字：	Profession Market;Industrial Cluster;Critical Successfactors;Industrial chain;Upgrade
中文摘要：	本文通过对专业市场发展规律、发展现状以及意大利著名专业市场CENTERGROSS的研究提炼出影响专业市场发展的关键成功要素。并将所提炼的专业市场关键成功要素在白沟进行验证，从而找出制约白沟专业市场发展的关键因素。近年来，随着经济的发展商贸流通领域中的专业市场业态发展迅速。从传统的“采购中心”、“展贸中心”向未来的综合服务商转变。从专业市场功能上来看，专业市场已经成为中小企业共享交易渠道的重要支撑平台，成为助力中小企业发展的重要力量。从欧洲市场来看，箱包、服装等产业在生产环节进入壁垒较低，但是注重独特设计与品味，导致集聚在特定区域的大量小规模企业仍是行业主体，导致市场产品存在大量中小品牌，这就对下游的渠道结构具有相应的要求。在这样的上游格局下，专业市场在流通环节仍具有重要作用。如意大利的Centergross专业市场，始建于1971年，占地面积100万平方米，位于博洛尼亚北部10公里处，该地区是欧洲纺织服装制造业最密集的产区之一；2011年买手流量达到166万人次，总交易金额为50亿欧元，其中60%为对外贸易；进驻企业500家，经营业务范围主要分为成衣、面料辅料服饰、家居日用消费品。在Centergross专业市场中，运营商通过自身提供服务以及引入第三方合作伙伴，共同为中小商户提供了良好的生态体系，从而提升产业链粘度。一旦远离产业基础支撑，箱包、服装等专业市场的渠道空间将受到现代渠道的巨大冲击。我国专业市场发展迅速，截止2011年底我国亿元以上商品交易市场5075个，摊位个数3334787个，营业面积26234.5万平方米，成交额82017亿元。直接从事专业批发市场经营的从业人员已超过1000万人，相关的从业人员超过1亿人，专业市场这种交易模式在未来相当长一段时间内在我国商品流通领域仍将扮演重要角色。通过分析得出专业市场关键成功因素包括以下四个方面：消费或产业基础支撑；交易的产品具备竞争优势；拥有良好的经营管理；服务配套完善。将这四个关键成功因素与白沟进行对比发现，目前白沟专业市场还有很多欠缺，急需进行产业链升级，提高市场管理效率。
英文摘要：	In this paper, by researching on the development and the status of the profession market as well as the famous Italian professional market CENTERGROSS, we can refine the critical success factors which affect the development of the professional market. After the refining of critical success factors, then we made a test of these factors in the professional market BAIGOU to verify its effectiveness, in which way we can identify the key factors restricting BAIGOU professional market development. In recent years, with the rapid development of the economic and commerce business trading, the professional market rise rapidly in the area of circulation of commodities. Transition from traditional procurement centers, "HITEC" integrated service provider to the future integrated service provider .And from the aspect of function of the professional market , it has become an important support to the SME share trading channel platform, which is an important force to help small and medium enterprises development. View from the European market, such as luggage and clothing industry have a low barriers to entry into the production processes. But focus on the unique design and taste, gathering in a specific area of a large number of small-scale enterprises are still the main subject of this industry. This situation leads a large number of small and medium brands exist at the same time in the market. These small and medium brands have a correspondingly require on the downstream channel structure. Professional market still has an important role in the circulation of the upstream pattern. For example, the Centergross professional market in Italia, was founded in 1971, covers an area of 1 million square meters, is located 10 kilometers north of Bologna, This region is one of the most intensive production areas of the European textile and apparel manufacturing. In 2011, there were total 1.66 million buyers, with a total transaction value of 5 billion euros, of which 60% of foreign trade. The Centergross professional market has 500 tenant companies, whose business scope mainly covered garments, fabric accessories clothing, household consumer goods. In the Centergross professional market, operators provide services through its own as well as the introduction of third-party partner for small and medium businesses, so as to enhance the viscosity of the industrial chain. Once apart from the channel, the space of industrial which base on the support of luggage, clothing, and other professional market will be the huge impact of the modern channel. Professional market in China has developed rapidly, by the end of 2011, the number of Billion Yuan Standard commodity trading market in China is 5075, the number of booths is 3,334,787 whose business area totally is 262,345,000 square meters .And the turn volume is 8.2017 trillion RMB. Employees directly engaged in the professional wholesale market run more than 10 million people, related to employing over 100 million people, will continue to play an important role in the professional market trading patterns in the future for a long period of time in China's commodity circulation. By analyzing the professional market, we find out there are key success factors in four areas: base support of consumer or industrial; competitive advantage of traded products; possessing good management; and completely service. Comparing these four key success factors with BAIGOU professional market, we find that BAIGOU lack the much-needed industrial chain upgrade to improve the efficiency of market management.
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