基于限制理论的spa服装企业营销渠道模式-研究

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1、基于限制理论的SPA服装企业营销渠道模式研究ABSTRACT一一～～⋯一⋯⋯⋯⋯⋯⋯⋯一⋯⋯—⋯⋯⋯一⋯⋯一⋯⋯⋯⋯⋯⋯_⋯_一一一MarketingChannelModeofSPAApparelCompanyBasedontheTheoryofConstrainsABSTRACTNowadays，someSPAbrandgarmententerprisessuchasGAP,UniqloandZara，relyonitsquickresponsetomarketdemands，anditseffici

2、entproductsupplycapacity，occupiedmoreandmoremarketshareintheglobalapparelconsumptionmarket．Inrecentyears，somefastfashionbrandssuchasZarahaveenteredtheChineseapparelmarket，whichcausedsevereimpacttotheChinesetraditionalapparelenterprises，Accompanyingwithth

3、isphenomenon，therearemoreandmoredomesticresearchtothequickresponsesystemoftheseenterprisesAnincreasingnumberofChineseapparelcompanieshavealsostartedtousethebusinessmodelofSPA，usingtheproduction，supply,sellunificationopermionmodeintheoperation．However,due

4、tothelimitationofitsfundsandhumanresource，mostoftheChineseapparelcompaniescannotbuildaquickresponsesystemsuchasZaraintheirchanneloperation．Basedonthecurrentsituationofapparelindustry,thispaperisbasedontheTheoryofConstraints，analyzestheCurrentsituationofm

5、arketingchannelmodelofSPAapparelcompaniesinChinaandabroad，aswellasthekeypointinthequickresponsechannelmodeofforeignSPAapparelcompanies．CombiningwiththechannelopermioncharacteristicsofChineseSPAapparelcompanies，usingthecoremanagementideaofTOCtheory(focusf

6、ivesteps，TOCthinkingprocess，andthroughputaccountingview)，andthispaperalsodiscussesthekeypointtoconstructthequickresponsemarketingchannelmodelforChineseSPAapparelcompanies．Atthesametime，thispaperDesignsapullreplenishmentsystemandsomeprocessmodelsthatCanco

7、nducttoimprovingthedistributionmanagementandinventorycontrolofChineseSPAapparelcompanies．Thispaperalsoestablishesaprofitaccountingmodelwhichisbasedonthepullreplenishmentsystem，inordertocalculatetheinfluencetothesalesprofitofthemarketingchannelmembers．Thi

8、smodelcanverificatthefeasibilityofthepullreplenishmentsysteminChineseSPAlTT基于限制理论的SPA服装企业营销渠道模式研究ABSTRACTcompanieswhosemarketingchannelusedfranchisingsystemmainly。ThiswillprovidetheoreticalbasistoChineseSPAapparelcompanies