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指出积极发挥门店的战略作用是提高服装企业竞争力的有效途径,通过对日本知名服装企业Honeys公司的实地调研,发现结合门店的非数字化信息开发新产品可以实现产品差异化,满足商圈消费者的需求偏好;运用灵活的门店分权管理可以形成适合商圈特性的商品组合,同时实现快速销售,降低库存风险。案例分析结果可为中国本土的服装企业提出相应的建议。
It is pointed out that the strategic function of developing stores is an effective way to improve the competitiveness of apparel enterprises. Through the field investigation of Honeys, a well-known clothing company in Japan, it is found that developing new products based on non-digitized information of stores can realize product differentiation and satisfy consumers The demand preference; the use of flexible store division management can form a suitable business district characteristics of the product mix, while achieving rapid sales and reduce inventory risk. Case analysis results for the Chinese domestic garment enterprises put forward corresponding suggestions.