数字经济下服装行业产销模式变革发展分析  

Analysis on Transformation and Development of the Production and Marketing Mode of Garment Industry under the Digital Economy

作　　者：黄旭[1] Huang Xu(Harbin Normal University,Harbin Heilongjiang 150500)

机构地区：[1]哈尔滨师范大学,黑龙江哈尔滨150500

出　　处：《山东纺织经济》2024年第5期1-5,共5页Shandong Textile Economy

摘　　要：面对新时代全新的市场环境,作为传统制造行业的服装业需要跟紧时代的步伐,结合当下的数字经济将企业生产和销售数字化,才能更好的应对消费者逐渐变化的需求。因此,本文通过简述企业数字化的意义来揭示数字化的重要性,并选取森马服饰作为案例,分析目前服装龙头企业在产销数字化上的具体举措,其中包括将传统的以产定销转变为以销定产;实行虚拟经营,建立智能排单系统等方式。随后还分析了当前服装行业产销数字化面临的问题并提出了建议。In the face of the new market environment in the new era,as a traditional manufacturing industry,the garment industry needs to keep up with the pace of the times.Combined with the current digital economy,the enterprise production and sales should be digitized to better respond to the gradually changing needs of consumers.Therefore,this paper reveals the importance of digitalization by briefly describing the significance of enterprise digitalization,and takes Semar Clothing as a case to analyze the specific measures taken by leading garment enterprises in digitalization of production and marketing,including the transformation of basing sales on production to basing production on sales.Virtual management should be implemented,and the intelligent ordering system should be established.Then it also analyzes the problems faced by the digitalization of production and marketing in the garment industry and puts forward some suggestions.

关 键 词：数字化 产销模式 服装行业 

分 类 号：F406.7[经济管理—产业经济]