设计师品牌买手产业链模型构建与实证
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摘要
为推进小众设计师品牌、Showroom、买手店三者所组成的买手产业链发展,利用系统动力学方法构建相关模型,从产业链视角识别发展瓶颈,为企业提供优化策略。通过文献研究、企业实践及深度访谈,梳理产业链中直接影响整体运作的指标及其权重,用Vensim软件绘制模型存量-流量图,建立相关关系并验证。结果表明,小众设计师品牌吸引力、Showroom服务水平、店铺销售能力可作为评价各子系统的KPI指标,其中Showroom服务水平对买手产业链运作影响最大;应用TOC理论并结合麦肯锡矩阵模型,提出增强设计竞争力、业务人员专业度、信息共享等提高产业链及各子系统运作效率的优化方案。
For promoting development of the buyer industry chain consisting of minority designer brands, Showroom and buyer shops, the system dynamics method was used to build a relevant model so as to identify the development bottleneck from the perspective of industry chain and provide the optimization strategy for enterprises. By means of literature research, enterprise practice and in-depth interviews, we sorted out the indicators which had a direct impact on the overall operation in the industry chain and calculated the weights. Vensim was used to draw the stock-flow graph of the model. The correlativity was established and the validity was verified. The results showed that minority designer brand attraction, Showroom service level and store sales ability could be used as KPI indicators, in which Showroom service level had the largest influence on the operation of buyer industry chain. TOC theory and McKinsey matrix model were used to put forward several solutions to improve the overall efficiency of the industry chain and the operational efficiency of each subsystem, such as enhancing design competitiveness, improving specialty of business personnel and sharing information.
For promoting development of the buyer industry chain consisting of minority designer brands, Showroom and buyer shops, the system dynamics method was used to build a relevant model so as to identify the development bottleneck from the perspective of industry chain and provide the optimization strategy for enterprises. By means of literature research, enterprise practice and in-depth interviews, we sorted out the indicators which had a direct impact on the overall operation in the industry chain and calculated the weights. Vensim was used to draw the stock-flow graph of the model. The correlativity was established and the validity was verified. The results showed that minority designer brand attraction, Showroom service level and store sales ability could be used as KPI indicators, in which Showroom service level had the largest influence on the operation of buyer industry chain. TOC theory and McKinsey matrix model were used to put forward several solutions to improve the overall efficiency of the industry chain and the operational efficiency of each subsystem, such as enhancing design competitiveness, improving specialty of business personnel and sharing information.
引文
[1]戴运帆. 中国服饰企业买手运营模式研究[D]. 北京: 北京服装学院, 2016.DAI Yunfan. Research on the Application of the Buyer Operation Mode of Chinese Clothing Enterprises [D]. Beijing: Beijing Institute of Fashion Technology, 2016.
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[3]王慧. 三种推广模式对独立设计师品牌影响动因研究[D]. 杭州: 浙江理工大学, 2016.WANG Hui. Three Promotion Modes of Independent Designer Brands Influence Motivation Research [D]. Hangzhou: Zhejiang Sci-Tech University, 2016.
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[8]叶琪峥, 周志鹏, 邵丹. 如何开家设计师品牌买手店[M]. 上海: 东华大学出版社, 2016.YE Qizheng, ZHOU Zhipeng, SHAO Dan. How to Open a Designer Brands Select Shop[M]. Shanghai: Donghua University Press, 2016.
[9]张婷, 胡守忠. 基于扎根理论的服装企业买手运营模式研究[J]. 丝绸, 2018, 55(1):41-47.ZHANG Ting, HU Shouzhong. Study on garment enterprise buyer operation mode based on the grounded theory [J]. Journal of Silk, 2018, 55(1):41-47.
[10]徐念, 张彤, 王渊, 等. 服装供应链系统动力学仿真[J]. 纺织学报, 2015, 36(4):153-158.XU Nian, ZHANG Tong, WANG Yuan, et al. Simulation of garment supply chain based on system dynamics [J]. Journal of Textile Research, 2015, 36(4):153-158.
[11]孙承志,马杰. 基于系统动力学的长春市CZ公司服装物流仿真研究[J]. 经济研究导刊, 2012(11): 52-53.SUN Chengzhi, MA Jie. Simulation study on the clothing logistics Changchun CZ company based on the system dynamics [J]. Economic Research Guide, 2012(11): 52-53.
[12]赵纹硕, 王玲, 李敏, 等. 服装企业O2O零售决策模型构建与实证分析[J]. 丝绸, 2018, 55(1): 48-55.ZHAO Wenshuo, WANG Ling, LI Min, et al. Modeling and empirical study of O2O retail decision-making in apparel enterprises [J]. Journal of Silk, 2018, 55(1): 48-55.
[13]殷荣伍. 美国顾客满意度指数述评[J]. 世界标准化与质量管理, 2000(1): 7-10.YIN Rongwu. Evaluation of American customer satisfaction index[J]. World Standardization and Quality Management, 2001(1): 7-10.
[14]王其藩.高级系统动力学[M]. 北京: 清华大学出版社,1995.WANG Qifan. Advanced System Dynamics [M]. Beijing: Tsinghua University Press, 1995.
[15]LYNEIS J M, FORD D N. System dynamics applied to project management:a survey, assessment, and directions for future research [J]. System Dynamics Review, 2010, 23(2/3):157-189.
[16]SARGENT R G. Verification and validation of simulation models [J]. Journal of Simulation, 2013, 7(1):12-24.
[17]LANCZYCKI Jhon J Jr. Manufacturing at warp speed: optimizing supply chain performce [J]. Quality Progress, 2002(2):101.
[18]SHEN L, ZHOU J, SKITMORE M, et al. Application of a hybrid Entropy-McKinsey matrix method in evaluating sustainable urbanization: a China case study [J]. Cities, 2015, 42:186-194.
[2]任力, 刘海娟. Showroom模式下的服装买手与设计师服务满意度实证研究[J]. 纺织学报, 2017, 38(1): 157-162.REN Li, LIU Haijuan. Empirical research on service satisfaction between fashion buyer and designer under Showroom system [J]. Journal of Textile Research, 2017, 38(1): 157-162.
[3]王慧. 三种推广模式对独立设计师品牌影响动因研究[D]. 杭州: 浙江理工大学, 2016.WANG Hui. Three Promotion Modes of Independent Designer Brands Influence Motivation Research [D]. Hangzhou: Zhejiang Sci-Tech University, 2016.
[4]杜公朴, 夏大慰. 现代产业经济学[M]. 上海: 上海财经出版社, 1999: 23.DU Gongpu, XIA Dawei. Modern Industrial Economics [M]. Shanghai: Shanghai University of Finance and Economics Press, 1999: 23.
[5]陈国卫, 金家善, 耿俊豹. 系统动力学应用研究综述[J]. 控制工程, 2012, 19(6): 5-12.CHEN Guowei, JIN Jiashan, GENG Junbao. Application research overview of system dynamics [J]. Control Engineering of China, 2012, 19(6): 5-12.
[6]何粒群, 李秋霞, 戴宏钦. 国内服装设计师品牌发展策略探索[J]. 现代丝绸科学与技术, 2018,33(2): 25-28.HE Liqun, LI Qiuxia, DAI Hongqin. The exploration of the brand development strategy of the domestic garment designers [J]. Modern Silk Science & Technology, 2018,33(2): 25-28.
[7]王晶晶, 杨以雄, 叶琪峥, 等. 设计师品牌买手店O2O营销模式[J]. 纺织学报, 2018,39(1): 146-151.WANG Jingjing, YANG Yixiong, YE Qizheng, et al. O2O marketing mode of designer brands selecting shop [J]. Journal of Textile Research, 2018,39(1): 146-151.
[8]叶琪峥, 周志鹏, 邵丹. 如何开家设计师品牌买手店[M]. 上海: 东华大学出版社, 2016.YE Qizheng, ZHOU Zhipeng, SHAO Dan. How to Open a Designer Brands Select Shop[M]. Shanghai: Donghua University Press, 2016.
[9]张婷, 胡守忠. 基于扎根理论的服装企业买手运营模式研究[J]. 丝绸, 2018, 55(1):41-47.ZHANG Ting, HU Shouzhong. Study on garment enterprise buyer operation mode based on the grounded theory [J]. Journal of Silk, 2018, 55(1):41-47.
[10]徐念, 张彤, 王渊, 等. 服装供应链系统动力学仿真[J]. 纺织学报, 2015, 36(4):153-158.XU Nian, ZHANG Tong, WANG Yuan, et al. Simulation of garment supply chain based on system dynamics [J]. Journal of Textile Research, 2015, 36(4):153-158.
[11]孙承志,马杰. 基于系统动力学的长春市CZ公司服装物流仿真研究[J]. 经济研究导刊, 2012(11): 52-53.SUN Chengzhi, MA Jie. Simulation study on the clothing logistics Changchun CZ company based on the system dynamics [J]. Economic Research Guide, 2012(11): 52-53.
[12]赵纹硕, 王玲, 李敏, 等. 服装企业O2O零售决策模型构建与实证分析[J]. 丝绸, 2018, 55(1): 48-55.ZHAO Wenshuo, WANG Ling, LI Min, et al. Modeling and empirical study of O2O retail decision-making in apparel enterprises [J]. Journal of Silk, 2018, 55(1): 48-55.
[13]殷荣伍. 美国顾客满意度指数述评[J]. 世界标准化与质量管理, 2000(1): 7-10.YIN Rongwu. Evaluation of American customer satisfaction index[J]. World Standardization and Quality Management, 2001(1): 7-10.
[14]王其藩.高级系统动力学[M]. 北京: 清华大学出版社,1995.WANG Qifan. Advanced System Dynamics [M]. Beijing: Tsinghua University Press, 1995.
[15]LYNEIS J M, FORD D N. System dynamics applied to project management:a survey, assessment, and directions for future research [J]. System Dynamics Review, 2010, 23(2/3):157-189.
[16]SARGENT R G. Verification and validation of simulation models [J]. Journal of Simulation, 2013, 7(1):12-24.
[17]LANCZYCKI Jhon J Jr. Manufacturing at warp speed: optimizing supply chain performce [J]. Quality Progress, 2002(2):101.
[18]SHEN L, ZHOU J, SKITMORE M, et al. Application of a hybrid Entropy-McKinsey matrix method in evaluating sustainable urbanization: a China case study [J]. Cities, 2015, 42:186-194.