精品女装连锁经营研究.pdf

中文摘要
众所周知,服装行业已进入完全市场经济时期,渐渐成熟起来,
尤其到21世纪,进入了快速发展阶段,服装市场化程度越来越高
服装的暴利时代早已一去不复返,服装零售业同样面临微利时代的考
验。服装零售商正处在进退两难的境地:无序的市场竞争导致零售商
的利润越来越薄。服装零售的境遇每况愈下,一年不如一年!
然而,通过分析可知:目前的服装零售的竞争集中表现在低价位
大众服饰上,如“鸿彬”、“九重天”、“本色”等连锁店的竞争。“鸿
彬”服饰有限公司在全省有200多家服装连锁店,“九重天”在全省
有60多家服装连锁店,“本色”有上百家服装连锁店,还有其它小型
服装连锁店如“本库”、“优库”等等。它们主要经营是无品牌、低价
位、大众服饰。它们的主要特征是通过“三低”形式(即低地位、低
价格、低毛利)参与市场竞争。由于这种低价位的竞争,其竞争越来
越激烈,其毛利越来越低,如果一个新进入服装零售业再参与这种低
价位的竞争,显然已经不是明智之举、得不偿失。与之相反,而作为
中档价位、精品女装却存在市场空白。目前的中价位的女装店虽然很
多,但不上规模、不成体系,装修和服务都不到位,顾客的重复购买
率低;有的女装店虽然装修档次很高、服务规格很高,却因价格不菲,
目标客户群也相对较少,市场销售存在一定的局限,因而有一定规模、
中价位、精品女装店连锁店还将是服装零售业的市场空白。
论文将从商品形态、消费者支出的时间、铺面的多少及分散程度
商品品种的选择及丰富程度等方面比较精品女装连锁店与“鸿彬”连
锁店的异同。从而让从业者知道消费者行为变化是精品女装零售连锁
店产生的重要原因,也让从业者看到中价位、女装精品连锁店是一个
服装零售的市场空白点。
本论文也将从精品连锁店的规模、进货渠道、物流、商品品种的
组合、营销策划、货品周转速度、存货的处理、人员管理等方面重点
论述精品女装店的经营方式:店名连锁加盟,扩大经营规模、降低管
理成木和商品的进货成本:重视店名品牌,淡化服装品牌可以提供不
同商品组合;不同的进货渠道,获得不同的利润空间;高超的存货处
理技巧,可以盘活资金,加强货品的周转速度,提高利润:优秀的定
价策略,可以使精品店的利润达最大化。
由此可知,精品女装连锁店是将来的一种趋势,这种零售模式将
在市、县、镇级市场得到进一步发展。
关键词:服装连锁店管理营销
Abstract
It has been well-known that clothing industry has been developed
into a complete marketing economic stage and become more and more
mature. In particular, the progress has been in a fast development stage
from the 21st century, and the market of clothing has developed rapidly
Therefore, the situation of sudden huge profits for clothing industry has
come to an end whereas the retail of clothing starts to face the test of
small profit margin. As a result, the businessmen and businesswomen for
clothing retails have stepped into an awkward situation: the marketing
competition has been involved in serious disorder which leads to smaller
and smaller profit margins for retailers. The clothing retailing gets worse
and worse!
There are many aspects to discuss the marketing investigation. At
present, the competition of clothing retail has mainly targeted at the
low-price public clothes such as the competition between the stores of
ong Bin','“ Jiu Chong Tian'and“ Ben Se.” Among those competitors
"Hong Bin Dressing Ltd. owns more than 200 stores across Sichuan
province, Jiu Chong Tian Clothing owns more than 60 stores across
this province, while Ben Se" owns about 100 stores. Besides, there are
more small stores such as“ Benkku'”and“ You Ku” that take some shares
from the competitive markets. These stores or franchises sell non-brand
low-price and public favorite clothes through so-called three lowness
(i.e. low class, low price, low profit to survive from the competition
Because of the competition on low price, further involvement in this
situation will make the competition worse and worse resulting in lower
and lower profit. Therefore, it becomes an unwise and"the loss
overweighs the gain game for any clothing retailer to join the
competition. On the contrary, there are huge rooms or market places for
medium-price and elite lady-clothing or clothes for women. People may