成人服装企业多元经营研究 _ 以森马进军童装行业为例.pdfVIP

论文摘要 论 文 摘 要 多元经营是很多企业在发展过程中，为了寻求企业新的利益增长点的重要和 必然选择。目前越来越多的成人服装企业开始关注童装行业并拓展童装产品，掀 开企业多元化经营的新篇章。然而根据对市场的观察，我们发现企业的多元经营 之路并不是一帆风顺的，失败的案例比比皆是，所以成人服装企业应该采取怎样 的多元经营策略已经成为其能否成功拓展新业务的决定性因素。 本文通过对国内外相关文献的研究，发现在多元经营的过程中，基于核心 能力的拓展策略结合科学、合理的整合手段是企业取得成功的关键。在理论研 究的基础之上，本文由童装行业中的“成人挤小孩”现象入手，在进行成人服 装企业拓展童装市场原因分析的基础之上，对森马成功拓展童装实现多元经营 的案例进行了综合研究，研究表明，森马的成功在于 ：标准化和信息化的管理； 积极整合外部优势资源；对消费者和潜在消费者的全面认识；多元的渠道终端； 交互信息反馈系统的建立。文章最后在案例研究的基础上提出了成人服装企业 如何向童装市场成功多元化的启示。 本文立足于森马公司多元化的案例研究，以期通过对森马多元化策略的分析 和研究能够给准备及正在向童装市场拓展的成人服装企业就多元经营策略的制 定和实施提供借鉴和参考。 关键词：多元经营； 整合； 童装； 森马;核心能力 I Abstract Abstract During most enterprises’ development, Diversification strategy is important and inevitable choice which can help them seeking for new business to bring more profit. Currently more and more adult apparel enterprises pay attention to the market for kids wear and extend to enter this line, and by this they start to handle diversification business. However, according to the research on market, we find the road of diversification business actually is not smooth and always successful. There are many cases end up by fail in market. So it has been the decisive factor for diversification business what kind of strategies the adult apparel enterprises take. By study on relative researches home and aboard, the paper draw a conclusion that during the management of diversification business, it is essential to the success of business that strategy should be based on the core ability with scientific reasonable Integrated Marketing concept. Upon research on theories, the paper starts from the study on the phenomenon called ‘the adult crush the kids’ in market for kids wear to find the rea