服装品牌企业线上线下供应链渠道优化研究——基于Boohoo和海澜之家的案例分析  

Research on Optimization of Online and Offline Supply Chain Channels for Clothing Brand Enterprises:Case Analysis Based on Boohoo and Hailan Home

作　　者：徐光明 闫旭 XU Guangming;YAN Xu(College of Economics and Management,Qingdao University of Science and Technology,Qingdao 266061,Shandong,China)

机构地区：[1]青岛科技大学经济与管理学院,山东青岛266100

出　　处：《科技和产业》2024年第10期33-39,共7页Science Technology and Industry

摘　　要：面对当前不确定性风险的增加和错综复杂的世界局势,越来越多的企业正在寻求构建多元化的供应链渠道和企业营销策略。以海澜之家和Boohoo两家服装企业为例,基于供应链运营参考模型(supply chain operations reference model,SCOR)模型对其供应链渠道选择策略和运行现状进行分析,探究形成如此差异的原因。最后,通过分析讨论,提出聚焦客户特质细分市场、借助射频识别(ratio frequency identification,RFID)技术和一键上门物流服务等对策,以便为服装企业优化供应链渠道提供借鉴和参考。Faced with the increasing uncertainty risks and the complex world situation,more and more enterprises are seeking to build diversified supply chain channels and marketing strategies.Taking two clothing companies,Hailan Home and Boohoo,as examples,their supply chain channel selection strategies and operational status were analyzed based on the Supply Chain Operation Reference Model(SCOR),and the reasons for such differences were explored.Finally,through analysis and discussion,strategies such as focusing on customer characteristics and segmenting the market,utilizing RFID technology,and providing door-to-door logistics are proposed to provide reference and guidance for clothing enterprises to optimize their supply chain channels.

关 键 词：服装企业 供应链渠道 SCOR理论 案例研究 

分 类 号：F274[经济管理—企业管理]