摘要:市场经济体制不断发展成熟，消费者的消费习惯变化巨大，服装零售行业在此大背景之下经营模式越来越丰富。SPA营销模式是近年来国际上一些知名的自然时尚休闲品牌获得成功的一种销售模式。SPA的缘起是基于以符号消费为代表的后现代主义消费行为兴起和对生活样式的细分。其运作的模式是通过店铺设计,打造服务营销理念;通过面对面(客户-店铺-工厂)的沟通,建立品牌经营的快速反应机制;通过以店铺为核心的成本精算和生产安排,有效提高经营效率和降低库存,从而拓展品牌价值空间。
本文将从全面解读SPA经营模式的含义,SPA模式的特点已经这种模式下它的利弊分析。以及SPA模式的经营的核心思想。以优衣库为例,总结此种模式发展至今可借鉴的成功经验。并针对目前国内服装零售业的现状,分析了SPA经营模式在我国得以推行的可行性,并指出本土服装零售企业在发展中需重点关注的内容。
关键词: 经营模式；SPA模式；营销渠道；服装零售市场；服装企业
ABSTRACT:Market economy continues to mature, consumer spending habits changed, under this background, the clothing retail industry business model increasingly rich. SPA marketing is a marketing model in recent years, some international famous natural fashionable leisure brand success. The origin of SPA is the rise of the symbolic consumption as the representative of postmodernism consumer behavior and life style segmentation based on. Its mode of operation is through the store design, build the service marketing concept; through face to face (factory - shop - customer) communication, establish a rapid response mechanism of brand management; through the shop as the core of the cost of Actuarial and production arrangements, effectively improve the management efficiency and reduce inventory, so as to expand the brand's value.
This article from the comprehensive interpretation of SPA business model definition, analysis of advantages and disadvantages of the SPA model features have this mode. And the core idea of SPA mode operation. In order to UNIQLO as an example, the successful experience has reference summarize the mode of development. And in view of the present situation of domestic apparel retail industry, analyzes the feasibility of SPA management mode was carried out in our country, and points out that the domestic apparel retail enterprises need to focus on the development of content.
Keywords：Business model; SPA model; marketing channel; apparel retail market; clothing enterprises
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