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ID:31982347
大小:12.19 MB
页数:112页
时间:2019-01-30
《基于限制理论的spa服装企业营销渠道模式-研究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、基于限制理论的SPA服装企业营销渠道模式研究ABSTRACT一一~~⋯一⋯⋯⋯⋯⋯⋯⋯一⋯⋯—⋯⋯⋯一⋯⋯一⋯⋯⋯⋯⋯⋯_⋯_一一一MarketingChannelModeofSPAApparelCompanyBasedontheTheoryofConstrainsABSTRACTNowadays,someSPAbrandgarmententerprisessuchasGAP,UniqloandZara,relyonitsquickresponsetomarketdemands,anditseffici
2、entproductsupplycapacity,occupiedmoreandmoremarketshareintheglobalapparelconsumptionmarket.Inrecentyears,somefastfashionbrandssuchasZarahaveenteredtheChineseapparelmarket,whichcausedsevereimpacttotheChinesetraditionalapparelenterprises,Accompanyingwithth
3、isphenomenon,therearemoreandmoredomesticresearchtothequickresponsesystemoftheseenterprisesAnincreasingnumberofChineseapparelcompanieshavealsostartedtousethebusinessmodelofSPA,usingtheproduction,supply,sellunificationopermionmodeintheoperation.However,due
4、tothelimitationofitsfundsandhumanresource,mostoftheChineseapparelcompaniescannotbuildaquickresponsesystemsuchasZaraintheirchanneloperation.Basedonthecurrentsituationofapparelindustry,thispaperisbasedontheTheoryofConstraints,analyzestheCurrentsituationofm
5、arketingchannelmodelofSPAapparelcompaniesinChinaandabroad,aswellasthekeypointinthequickresponsechannelmodeofforeignSPAapparelcompanies.CombiningwiththechannelopermioncharacteristicsofChineseSPAapparelcompanies,usingthecoremanagementideaofTOCtheory(focusf
6、ivesteps,TOCthinkingprocess,andthroughputaccountingview),andthispaperalsodiscussesthekeypointtoconstructthequickresponsemarketingchannelmodelforChineseSPAapparelcompanies.Atthesametime,thispaperDesignsapullreplenishmentsystemandsomeprocessmodelsthatCanco
7、nducttoimprovingthedistributionmanagementandinventorycontrolofChineseSPAapparelcompanies.Thispaperalsoestablishesaprofitaccountingmodelwhichisbasedonthepullreplenishmentsystem,inordertocalculatetheinfluencetothesalesprofitofthemarketingchannelmembers.Thi
8、smodelcanverificatthefeasibilityofthepullreplenishmentsysteminChineseSPAlTT基于限制理论的SPA服装企业营销渠道模式研究ABSTRACTcompanieswhosemarketingchannelusedfranchisingsystemmainly。ThiswillprovidetheoreticalbasistoChineseSPAapparelcompanies
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