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论文编号：	5776
作者编号：	2220110784
上传时间：	2013/12/4 15:23:16
中文题目：	“秀衣网”电子商务公司战略定位和战略分析
英文题目：	"Show net" e-commerce company''s strategic positioning
指导老师：	袁庆宏
中文关键字：	试衣间 电子商务 秀衣网 退货率
英文关键字：	e-commerce enterprisesE-commerce
中文摘要：	摘 要我国目前已经成为是世界上最大的服装消费国，正因为这个原因我国也逐步和世界时尚潮流衔接，人们不再局限于保暖，而开始注重款式、面料、流行趋势等等，服装的推新速度越来越快。服装也从对初级的对数量的要求，开始转变为对质量的要求。服装的种类也细致划分，出现了满足不同需求、不同场所、不同人群的多种类型的服装。从互联网诞生到今天，互联网信息已经渗透到人们生活的方方面面，电子商务随着发展互联网信息的发展而出现、发展、壮大。目前服装电子商务发展迅速，市场上成熟的电商有：凡客、银泰网、一号店、京东商城垂直服装B2C企业。服装类电商已占据电子商务零售份额的43%，成为电子商务的核心力量。而服装作为高利润，顾客浏览量较大等的特点，引起越来越多电子商务企业的注意。电子商务涉足服装行业，对服装业产生了不小的冲击，在服装业实体店铺体现更为明显。目前服装产业门店数量快速萎缩，服装企业面临电商的挑战需要开辟新的渠道，同时较高的退货率是影响公司发展重要因素。 本文所研究的秀衣网正是基于改善客户购物体验，降低退货率为前提的服装类B2C网站。秀衣网的模拟三维立体试衣软件技术可以广泛应用到目前电商平台，同时也为消费者提供了全新的网络购新物体验。本文通过STP战略研究、SWOT矩阵分析、波特五力模型以及PEST分析了秀衣网的发展前景及不足，为服装电子商务发展方向提供一些参考意义。
英文摘要：	Abstract Our country is now by far the world's largest clothing consumer, for this reason also gradually in our country and the world fashion trend cohesion, people no longer confined to keep warm, and began to pay attention to the style, fabric, popular trend, etc., clothing push new speed faster and faster. Clothing from the primary requirement for quantity, started to change for the requirement of quality. Meticulous division, the types of clothing also appeared to meet different needs, different places, different groups of various types of clothing. Information from the Internet birth to today, the Internet has penetrated into all aspects of people's life, along with the development of e-commerce, the development of the Internet information and the occurrence, development, expansion. Clothing e-commerce is developing rapidly at present, the market mature electricity are: every guest, the intime nets, one vertical clothing stores, jingdong mall B2C enterprise. Apparel electricity has occupied 43% of the retail e-commerce, become the core of electronic commerce. And clothing as high profits, the characteristics of the large customer views, etc, to attract the attention of more and more e-commerce enterprises. E-commerce in clothing industry, has a big impact on garment industry, entity shop is more obvious in the garment industry. Currently stores rapid contraction of the apparel industry, garment enterprises are faced with the challenge of electricity need to open up new channels, at the same time, higher return rate are important factors that affect the company. Show the garment network was based on research in this paper is to improve the customer shopping experience, reduce the return rate is the premise of apparel B2C website. Show clothing network simulation of 3 d the fitting software technology can be widely applied to current electric business platform, but also provides consumers with a new network for new experiences. In this article, through the STP strategy research, SWOT matrix analysis, porter five models, and the development prospects of the PEST analysis show the clothes web and shortage, provide some reference for apparel e-commerce development direction.
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