摘要 本文旨在中国服装行业飞速发展,电子商务交易日新月异的大趋势下,为 服装流通渠道的销售模式创新提供新的思路和解决方案随着中国经济的深入 发展,服装行业也在全国经济的发展大潮中,发生着深刻的变化一方面,经 济水平的提高使我国消费者对服装的需求发生了变化,开始追求品牌内涵和消 费体验而另一方面,服装业经过长期的积累,在国外服饰及时尚文化的影响 下,正谋求着新的变革,品牌化运作渐渐成为发展的主流同时在国际金融危 机的连番影响下,服装外销企业转战国内市场,更挤压着服装业各阶层从业人 员的生存空间,使模式变革显得更加激烈和迫切,服装流通链的上游服装厂家! 中游服装批发商和下游服装经销商都在机遇和压力中寻求创新和突破 2000年以后,电子商务的异军突起和骄人市场成绩为服装业的创新提供了 新的思路和模式,在淘宝!凡客诚品等一批电子商务领军企业的带领下,中国 的电子商务业绩屡创新高,一大批服装企业和服装经销商随之涌入网购大潮 但同时,仍有大批的服装厂家!经销商!批发商苦于自身实力的限制,在服装 电子商务的大潮面前/望洋兴叹0 作为服装流通主要渠道的服装批发商场是中国服装流通中的关键环节和主 要通道在品牌化变革中,服装批发市场也随着厂家!批发商!经销商的需求 进行了硬件升级!软件升级和服务升级由于成本!信息集中度等方面的优势, 大型服装批发市场便捷!高效!贴近需求的服务越来越被依赖,特别是服装批 发商和服装经销商 因而,由服装批发市场这个汇集厂家!批发商!经销商的交易平台,提供 更前沿的电子商务网站,成为服装行业的最优配置和大势所趋服装网上交易 平台使交易信息的发布共享更加及时和有效,交易渠道也更加低成本!高效和 畅通,有着巨大的发展空间和市场前景 关键词:服装电子商务批发商经销商网站架构Abstraet AbstFaCt Chineseelothingindustry15develoPingraPidly,ande一commereetransaetions tendeneyforelothing15ehanging,thisarticle15forchannelssalesPatterninnovation Providesnewideasandsolutionsinthisform.WiththefurtherdeveloPmentof China,5eeonomy,theelothingindustryalsoProfoundehangesineeonomic develoPmenttide.Ontheonehand,theelevationoftheeconomielevelinChinafor elothingtoeonsumersdemandchanged,PeoPlebegantoPursuetheeonnotationof thebrandandtheconsumerexPerienee.Ontheotherhand,clothingafterlong一term accumulation,undertheinflueneeoftheforeignelothingtimelyandfashionculture, areseekinganewtransformation,thebrandoPeration15beeomingthemainstreamof develoPment.Meanwhileintheintemationalfinaneialerisis,elothingexPort enterprisefoeusondomestiemarket,extrudingmorelivingsPaeeofthegarment industryfrompersonnelofeachelass,itmakesmodelchangeappearmoreintense andurgent,clothingeirculationchainuPstreamclothingmanufaeturer,middleand downstreamdressjobberelothingalldealersintheoPPortunityandthePressurefor innovationandbreakthxough. After2000,theriseofe一commereeandoutstandingaehievementofinnovation forgarmentindustrymarketProvidesnewideasandPattems.Inaleadingenterprise electronieeommercesuehasTaobaoandFanke,China,se一eolnlnereePerformance reachednewhighs,alargenumberofelothingenterpriseandelothingdealerbegun doingbusinessinnetwork.Butatthesametime,therearestilllargenumbersof clothingmanufae拟rers,distributors,wholesalerssufferfromtheirownstrength limitations,theydonothinginthisenvironLment. Asthemainchannelofgarmentcirculation,clothingwholesalemall15thekey linkandthemainehanLnelinChineseelothingcirculation.Intheehangesofthebrand, ClothingwholesalemarketalsodothehardwareuPgrades,softwareuPgradesand servieeuPgradesundertheneedsofmamifaeturers,wholesalers,distributors.Forthe advantagesoftheeost,informationeoneentration,largeelothingwholesalemarket,s IIAbstract eonvenient,convenient,effieient,serviee15inereasinglydePendentondemand, esPeeiallyclothingwholesalersandelothingdealer.Thus,Providingmorefrontier eeommerceforelothingwholesalemarket,thetradingPlatformwhieheontains manufaeturers,wholesalers,distributorsbecometheoPtimaleonfigurationclothing industrywiththetrendofthetimes. Key!Vords:ClothingE一eommereeWholesalerDealerW亡1〕site 111目录 目录 引言.....................................................,.......................................................1 1项目环境分析..............................................................................................3 1.1中国服装行业的发展情况.....................................................................3 1.2中国电子商务的发展现状.....................................................................9 2项目概述.....................................................................................................巧 2.1项目简介..........................................................................,..............巧 2.2项目独特性...........................................................................................巧 2.3实体市场情况及管理团队...................................................................16 3电子商务平台的功能设计....,.........................................................21 3.1服务对象...............................,.........................................................21 3.2主要功能设置.......................,.........................................................25 4营销推广战略............................................................................................33 4.1网站结构(SEO)优化.......................................................................33 4.2初步推广实施方案..........................................................................二35 4.3与实体市场相结合,将网站信息渗入到每一个宣传活动中.......36 5前期投入选择及赢利模式..............,...............................................37 5.1前期投入选择.......................................................................................37 5.2赢利渠道......................................,..................................................42 6财务分析...,...........................................................................................44 6.1收入预计...............................................................................................44 6.2资金投入预算...........................,.....................................................46 6.3投资建议...............................................................................................48 6.4风险因素...........................................................,.........................49 6.5对策................,................................................................................50 7结论..............................................................................................................51目录