SPA的缘起与运作  

The SPA emerges and functions

作　　者：胡敏敏[1] 邬关荣[2] 

机构地区：[1]浙江理工大学服装学院,浙江杭州310018 [2]浙江理工大学经贸与管理学院,浙江杭州310018

出　　处：《纺织学报》2005年第6期136-138,共3页Journal of Textile Research

基　　金：国家社会科学基金资助项目(04BJY065);浙江省教育厅资助项目(113331A4F03088)

摘　　要：SPA型成衣品牌营销模式是近年来国际上一些知名的自然时尚休闲品牌获得成功的一种销售模式。SPA的缘起是基于以符号消费为代表的后现代主义消费行为兴起和对生活样式的细分。其运作的模式是通过店铺设计,打造服务营销理念;通过面对面(客户-店铺-工厂)的沟通,建立品牌经营的快速反应机制;通过以店铺为核心的成本精算和生产安排,有效提高经营效率和降低库存,从而拓展品牌价值空间。SPA对我国服装界的借鉴不仅仅在于以服务为核心的营销理念、差异化“流行零件的组装”和柔软性凸显的商品企划,更在于对生活方式的理解,对后现代主义消费行为的把握上。In recent years, a SPA type of slopwork marketing pattern has made some well-known international leisure-nature style brands a great success. The SPA appears on the basis of quick rising of late-modernism consumption behaviors as well as the subdivision for different life styles that are beth characteristic for symbol consumptions. The pattern operates through three main aspects. Firstly, build up a sense of service marketing by sophisticated shop designs. Secondly, establish a quick respond system for brands management through more face to face communications among the clients, shops and factories. Finally, make a refined reckon for cost and a suitable arrangement for production with shops as the center with a view to developing brand＇ s value through its higher working efficiency and lower inventory level. Our clothing industry should take SPA as a reference not merely for its sense of service marketing, diverse mixtures of different fashion elements and apparent plasticity merchandise layouts but also for its good mastering of different life styles and late-modernism consumption behaviors.

关 键 词：成衣品牌 SPA 生活样式 后现代主义 商品企划 

分 类 号：F768.3[经济管理—产业经济]