淘宝女装皮草类目竞争力现状以及竞争策略未来演变态势研究

摘要随着互联网在全球的普及以及近年来我国服装产业的迅猛发展，电子商务产业也随之崛起，越来越多的女性选择在网上购买品牌女装。淘宝作为国内最大的网络购物平台，已经是各类商家必争之地，淘宝女装类目竞争已经进入白热化，各类商家各种竞争策略层出不穷。相对于潮流女装在线上市场的浴血厮杀，女装大类目里的皮草类目在线上的发展可能并不为太多人知晓，这是属于女装红海中为数不多的小蓝海，相较于一般可以批量生产的普通女装，国内皮草女装因其品牌价值弱、生产成本高、原材料局限性、季节性地域性强、用户群体小等原因，在淘宝平台上的竞争强度、竞争策略势必不同。作为已经在淘宝平台女装皮草类目经营两年的商家，研究淘宝女装皮草行业的竞争强度现状，找寻影响竞争强度现状的因素，分析皮草女装未来的演变态势，结合自身优势，探索出一条可持续发展的经营道路，具有非常大的现实意义。47403

Abstract:With the popularity of the Internet around the world and the rapid development of garment industry in China in recent years,the E-commerce industry will rise,too.More and more women choose to buy brand dress online.Taobao as the nation's largest online shopping platform,it has became the most part of competition for merchants.The competition of women’s clothing is being more an more serious,but not for the fur industry.The competition of fur industry is not very serious because of it’s lower brand awareness, higher cost of production,the shortage of raw material,etc.So,the fur industry will has it’s own competitive strategy.As a merchant of fur industry on Taobao platform,it is very important for me to research the competition status quo of fur industry on Taobao ladies category and the development trend of the competition in the future.Finding the sustainable development way of fur industry has the actual meaning for me.

毕业论文关键词：竞争现状；竞争影响因素；未来发展趋势；持续化经营道路

Keyword: Competition status quo; Factors for competition; The development trend in the future; The sustainable development way

1. 引言 4

1.1 研究背景和意义 4

1.2 研究内容 4

1.3 研究方法 5

1.4技术路线 5

1.5本文创新点 6

2. 文献综述 6

2.1国内皮草行业竞争强度现状研究 6

2.2淘宝女装皮草类目竞争强度现状研究 7

2.3研究中存在的问题 8

3. 淘宝女装皮草类目竞争强度的影响因素 8

3.1皮草品牌价值 8

3.2皮草消费的特点 9

3.3皮草行业的门槛 12

3.4皮草经营商家的竞争 13

3.5其他影响因素 13

4.问卷调查 13

4.1方法与设计 13

4.1.1调查对象和方法 13

4.1.2调查问卷的设计 13

4.2问卷调查结果分析 14

4.2.1样本的基本情况 14 淘宝女装皮草类目竞争力现状以及竞争策略未来演变态势研究:http://www.youerw.com/guanli/lunwen_49491.html