商品企划对提升服装品牌研发效率的作用  

Effect of merchandising on the improvement of clothing brand research and development efficiency

作　　者：赵明东 ZHAO Mingdong

机构地区：[1]上海绒郁科技有限公司

出　　处：《时尚设计与工程》2023年第3期48-50,共3页The Journal of Fashion Design and Engineering

摘　　要：我国服装行业是一个竞争激烈的行业,产品同质化,利润微薄是众多企业面临的问题。尤其随着国际品牌、快时尚品牌和线上品牌纷纷入场,普通消费者对服装的时尚度、性价比的要求越来越高。服装产品在市场上的生命周期变得越来越短,对应的研发周期也要求越来越短,服装品牌研发效率是企业赢得市场竞争的法宝。由于服装产品的整个流程环节众多,如果没有统一的设计理念,相同的标准,合理的流程,共同的目标,则相关人员将陷入纷繁杂扰的工作中,严重影响服装产品研发效率。结合服装品牌相关案例,分析论证了服装商品企划通过流程管理,设计标准化控制等有效手段,起到提升服装企业研发效率的重要作用。China's clothing industry is a highly competitive industry,with homogenization of products and low profits being the problems faced by many enterprises.Especially with the entry of international brands,fast fashion brands,and online brands,ordinary consumers have increasingly high requirements for fashion and cost-effective clothing.The product life cycle of clothing products in the market is becoming shorter and shorter,and the corresponding research and development cycle is also required to be shorter and shorter.The efficiency of clothing brand research and development is a magic weapon for enterprises to win market competition.Due to the numerous links in the entire process of clothing products,if there is no unified design concept,the same standards,reasonable processes,and common goals,then relevant personnel will be trapped in a complex work,seriously affecting the efficiency of clothing product research and development.It aims to analyze and demonstrate the important role of clothing product planning in improving the RD efficiency of clothing enterprises through effective means such as process management and design standardization control,combined with relevant cases of clothing brands.

关 键 词：商品企划 研发效率 流程管理 设计标准化 

分 类 号：F42[经济管理—产业经济]