服装企业运营中商品企划体系的构建策略研究  

On the Construction of the Planning System of Clothing Commodities

作　　者：刘勇 孟可 Liu Yong;Meng Ke

机构地区：[1]武汉纺织大学服装学院

出　　处：《服装设计师》2022年第11期120-128,共9页Fashion China

摘　　要：在当下的社会经济体制中,服装品牌的定位转变及具体的市场运作都需要企业做出相应的计划,通过对企业进行针对性的分析与判断,包括对企业本身的了解和具体的模式运营,做出相对应的符合本企业实际情况的营销策略。该文旨在对当下国内服装企业的商品企划体系现状进行研究与思考,重点结合SPA型服装企业——自有品牌专业零售商经营模式,整合国内外SPA企业商品企划和企业运营管理的相关资料与数据,剖析当下国内服装企业的商品企划现状并提出相应的对策。In the current social and economic system,the transformation of the positioning of clothing brands and the specific market operation require the enterprises to make corresponding plans.Through targeted analysis and judgment of the enterprises,including the understanding of the enterprises themselves and the specific mode operation,the corresponding marketing strategies corresponding to the actual situation of the enterprises are made.The purpose of this paper is to study and think about the current situation of the commodity planning system of domestic garment enterprises,focusing on integrating the relevant materials and data of domestic and foreign spa enterprises’commodity planning and enterprise operation management with the business model of spa type garment enterprises-private brand professional retailers,analyzing the current situation of commodity planning of domestic garment enterprises and putting forward corresponding countermeasures.

关 键 词：商品企划 产品设计 服装品牌 企业管理 SPA型企业 

分 类 号：F27[经济管理—企业管理]