时尚买手在我国的应用与发展
随着经济的高速发展，时尚潮流快速更迭，消费者的需求日益变化，近6、7年来，时尚买手陆续在我国的一些大、中型城市中兴起并迅速发展起来，以其对时尚的快速反应和高效的运营机制，受到广大消费者的喜爱，正处于迅速成长期。作为一种全新的品牌形式，时尚买手将产业链的各个环节高度整合，最大限度的发挥无形资产的优势，它的蓬勃发展，对我国服装行业的转型以及时尚产业的发展都将产生积极影响。然而，除了个别时尚媒体的少量报道，目前学界对它的研究还处于空白状态，有关买手相关问题的研究，亦鲜见系统的文献。
本文主要通过文献研究、案例分析、访谈调研，以品牌管理学、市场营销学等理论为指导，分析我国时尚买手的定义，其崭露头角原因、发展的优势和意义;考察时尚买手的发展现状;探讨小型时尚买手发展中存在的难点和应对方式，并结合自身经验，总结经营小型时尚买手品牌的发展步骤及相关要点。
通过考察和分析，得出:买手品牌有利于我国服装产业链的效益整合，符合行业发展趋势，为服装企业的发展提供了新模式。而且在我国自主创业的制度环境尚不完善的情况下，买手品牌便于启动，有利于创意型人才实现创业。
目前时尚买手在中国本土的发展呈上升趋势，发展空间很大，但同时也面临着不少困难，需要管理者在思维方式、经营能力上不断提高，后期的发展最好能吸引资金投入，以便把时尚买手推上一个新的台阶。
关键词：时尚买手 应用 发展 前景
With the rapid development of economy, the fashion trend of rapid change, consumer demand changing, nearly 6,7years, fashion buyer gradually in our country a few big, medium-sized city resurgence rises and develops rapidly, with the fashion of rapid response and efficient operation mechanism, loved by the vast number of consumers, is in rapid growth. As a brand new form, fashion buyer will industrial chain each link is highly integrated, to maximize the advantages of intangible assets, it ‘s vigorous development, to industry of our country garment transition and the fashion industry development will produce positive effect. However, in addition to individual fashion media a few reports, the current academic circles study on it is still in the blank state, the buyer issues related to research, and has little systematic literature.
This article mainly through literature research, case analysis, interview investigation, brand management, marketing theory, analysis of China’s fashion buyer is defined, its cut a striking figure reason, development advantages and significance; investigation of current situation of the development of fashion buyer; small fashion buyer development difficulties and coping style, and in light of its own experience, summarize the operating small fashion buyer brand development process and relevant points.
Through investigation and analysis, conclude: buyer brand in favor of China’s clothing industry chain efficiency conformity, in line with industry trends, for garment enterprises to provide new developing mode. But in our own poineering system environment is not perfect situation, a brand to start, is conducive to creative talents growth.
The current fashion buyer in the development of China is on the rise, a large space for development, but also facing many difficulty, need for managers in the way of thinking, the ability to continuously improve, the late development is best able to attract capital investment, in order to fashion buyer push the last new step.
Key words: fashion buyer application development prospect
目 录
Abstract…………………………………………………. II
第三章 时尚买手在我国的应用…………………………………. 3
第二节 制约时尚买手在我国发展的因素……………………….. 5
第四章 成为优秀时尚买手的方法探析……………………………. 6
第一节 国外时尚买手的经验分析…………………………….. 6
第二节 我国时尚买手提升职业水平的方法……………………… 8
第五章 时尚买手发展的问题和解决对策…………………………. 10
第一节 我国时尚买手发展的问题……………………………. 10
第二节 时尚买手发展发展中问题解决的对策…………………… 11
第六章 时尚买手在我国的发展前景…………………………….. 12
