CAJ | 학술논문

指出积极发挥门店的战略作用是提高服装企业竞争力的有效途径，通过对日本知名服装企业Honeys公司的实地调研，发现结合门店的非数字化信息开发新产品可以实现产品差异化，满足商圈消费者的需求偏好；运用灵活的门店分权管理可以形成适合商圈特性的商品组合，同时实现快速销售，降低库存风险。案例分析结果可为中国本土的服装企业提出相应的建议。
지출적겁발휘문점적전략작용시제고복장기업경쟁력적유효도경，통과대일본지명복장기업Honeys공사적실지조연，발현결합문점적비수자화신식개발신산품가이실현산품차이화，만족상권소비자적수구편호；운용령활적문점분권관리가이형성괄합상권특성적상품조합，동시실현쾌속소수，강저고존풍험。안례분석결과가위중국본토적복장기업제출상응적건의。
SPA model is gradually losing the competitive advantage when it is widely used and imitated in the fashion industry. This paper gives the opinion that the retail stores play a strategic role in the SPA enterprise management. The SPA company should assimilate store information a‐mong the functional departments to develop new products and decentralize stores ,which will lead to product differentiation and rapid sales. This paper hopes to give some hints for the Chinese SPA companies by analyzing a Japanese SPA company.