【摘要】：個(gè)性化消費(fèi)時(shí)代的來(lái)臨,使得市場(chǎng)需求變化的速度越來(lái)越快,為適應(yīng)這種速度,很多企業(yè)開(kāi)始進(jìn)行運(yùn)營(yíng)制度的改革。買(mǎi)手制順勢(shì)而生,買(mǎi)手制運(yùn)營(yíng)模式是以顧客為導(dǎo)向,能夠迅速應(yīng)對(duì)市場(chǎng)變化、響應(yīng)市場(chǎng)需求、滿(mǎn)足市場(chǎng)需求的全新運(yùn)營(yíng)模式。運(yùn)營(yíng)成功的有優(yōu)衣庫(kù)、ZARA、HM、熱風(fēng)等企業(yè)。 為了應(yīng)對(duì)市場(chǎng)變化,很多企業(yè)為生存發(fā)展也在不斷的嘗試推行買(mǎi)手制運(yùn)營(yíng)模式,使用聘用專(zhuān)業(yè)人員、上線產(chǎn)品開(kāi)發(fā)系統(tǒng)、升級(jí)終端銷(xiāo)售數(shù)據(jù)系統(tǒng)等方式方法,以期望可快速對(duì)應(yīng)并且滿(mǎn)足市場(chǎng)需求,最終使企業(yè)得到發(fā)展壯大。本文采用圖表與案例相結(jié)合的方式指出了買(mǎi)手制的發(fā)展特色過(guò)程。 并在此基礎(chǔ)上總結(jié)了正在嘗試推行買(mǎi)手制的企業(yè)的成功、失敗的特點(diǎn)原因。國(guó)內(nèi)企業(yè)目前暫時(shí)都還處在探索買(mǎi)手制運(yùn)營(yíng)模式的過(guò)程中,對(duì)買(mǎi)手制有很多誤讀。尤其是買(mǎi)手制的核心競(jìng)爭(zhēng)力,目前大家的認(rèn)知都還處于有“買(mǎi)手”萬(wàn)事大吉階段。本文在結(jié)合國(guó)內(nèi)外成功的案例及理論支持的基礎(chǔ)上提出了買(mǎi)手制運(yùn)營(yíng)模式的核心競(jìng)爭(zhēng)力即以顧客為導(dǎo)向的觀點(diǎn)。在對(duì)國(guó)內(nèi)外相關(guān)理論進(jìn)行綜述的基礎(chǔ)上,結(jié)合多品集合店與買(mǎi)手制理論針對(duì)S公司買(mǎi)手制運(yùn)營(yíng)現(xiàn)狀及問(wèn)題進(jìn)行了闡述及分析。 因?yàn)橘I(mǎi)手制進(jìn)入中國(guó)還不是很長(zhǎng)時(shí)間,還沒(méi)有形成一個(gè)經(jīng)過(guò)實(shí)踐檢驗(yàn)過(guò)的買(mǎi)手制的正確方向與理論導(dǎo)向。本文在理論結(jié)合S公司改革成功的經(jīng)驗(yàn)基礎(chǔ)上提出了具體的買(mǎi)手制操作細(xì)則,以解決了企業(yè)內(nèi)部推行買(mǎi)手制時(shí)遇到的問(wèn)題,對(duì)買(mǎi)手制操作策略管理提出了建設(shè)性的對(duì)策建議。并對(duì)其適用性及限制性進(jìn)行了說(shuō)明。
[Abstract]:With the advent of individualized consumption era, the speed of market demand change is getting faster and faster. In order to adapt to this speed, many enterprises began to carry out the reform of operation system. Buying manual operation mode is a new operation mode which is customer-oriented and can quickly cope with market changes, respond to market demand and meet market demand. Successful operation of Uniqlo, ZARA,HM, hot wind and other enterprises. In order to cope with the changes in the market, many enterprises are also constantly trying to promote the purchase and manual operation model in order to survive and develop, using the employment of professionals, online product development systems, upgrading terminal sales data systems and other ways and means. With the expectation that can quickly correspond to and meet the market demand, and finally make the enterprise develop and grow. This paper points out the characteristic process of buyer's system by combining chart with case. On this basis, this paper summarizes the characteristics of the success and failure of the enterprises that are trying to carry out the buy-by-hand system. At present, domestic enterprises are still in the process of exploring the buyer system operation mode, there are a lot of misreading of the buyer system. In particular, the core competitiveness of the buyer system, at present, everyone's cognition is still in the stage of "buying hands". Based on the successful cases and theoretical support at home and abroad, this paper puts forward the point of view that the core competitiveness of the buyer-made operation model is customer-oriented. On the basis of summarizing the relevant theories at home and abroad, combined with the theory of multi-product collection shop and buyer system, this paper expounds and analyzes the present situation and problems of S company's purchasing hand system operation. Because it has not been a long time since the buyer system entered China, it has not yet formed the correct direction and theoretical orientation of the buyer system, which has been tested by practice. Based on the theory and the successful experience of S company reform, this paper puts forward the concrete detailed rules of buyer system operation, in order to solve the problems encountered in carrying out the purchase hand system within the enterprise, and puts forward some constructive countermeasures and suggestions for the management of the purchase hand system operation strategy. Its applicability and restriction are explained.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.86;F274

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本文編號(hào)：2474958