Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Information Construction of Distribution Channels for Self-brand Clothing Enterprises-Delicacy-Management of Clothing Retail Terminal

Author JiWenZuo
Tutor PanLi
School Dalian University of Technology
Course Art of Design
Keywords Clothing Retail Terminal Delicacy Management Digital marketing Value index
CLC F274
Type Master's thesis
Year 2010
Downloads 20
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Changes in the current market competition is becoming increasingly the case, garmententerprises to improve performance, we must attach importance to the terminal building.Strengthen the retail terminal management and improve business performance and achievesustainable profitability, is to enhance the competitiveness of many enterprises preferredprogram. Apparel companies in achieving increased sales while reducing inventory costs ofthe process, there are many factors that affect it. In a number of factors, find the value ofrestricted core profit target terminal, the terminal operators in the actual use of theseindicators in a reasonable amount of data collected to dig, this capacity for the improvementof corporate profits is extremely important.The garment shops in the terminal management study, the analysis of the ChineseApparel retail outlets currently operate on the status, qualitative analysis and quantitativeanalysis of combined way, and creatively build a digital marketing theory based on the theoryof constraints given based on the core values of performance indicators to enhance thestrategic management of store operations, and the results applied to clothing retail storesdigital display cases, with good theoretical and practical significance. This research workmainly in the following four aspects: first, explained the concept of fine management andimplementation of key points, and analysis of the current fine apparel retail managementstatus, from which sum up shop management problems. Second, the establishment of garmentretail outlets operating system, including shop management objectives, factors affectingperformance enhancing factors affecting the measures taken, mainly through theestablishment of shop operation and management of the five systems studied:⑴digitalmarketing system⑵VMD visual marketing system⑶store inspections, supervisory system⑷staff composition and training system⑸VIP maintenance system. Third, digital marketingsystem based on extraction theory of constraints based on the TOC value of the apparelindustry indicators and the indicators used in the terminal value of operating statements forthe extraction of shops, clothing stores on the day to day operations to detect any problems areidentified, in a timely manner solve the problem. Fourth, the thesis of digital marketing for the apparel industry based on the value of indicators of the terminal in a clothing shop on-siteapplication, a set of principles based on the SMART system of digital VMD.

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