服装电子商务 外文文献.docx

1、服装电子商务 外文文献一、引言One, the introduction随着网络信息技术的发展和普及，电子商务以其特有的跨越时空的便利、低廉的成本和广泛的传播行在我国取得了极大的发展。服装电子商务作为一种新的营销渠道，是一个趋势，也是未来必然选择的一种手段。在服装电子商务取得长足进步的同事，对我国服装电子商务的现状和趋势进行分析，加深我们对服装电子商务的认识和理解，并认清服装电子商务的发展方向是十分必要的。With the development of network information technology and popularization, the electronic comme

2、rce by its unique across time and space convenient, low cost and wide spread in our country has made great development. Clothing electronic commerce as a new marketing channel, is a trend, is also a means of inevitable choice in the future. Great achievements in the clothing e-commerce colleagues, t

3、o our country present situation and the trend of clothing electronic commerce were analyzed, and deepen our understanding and the understanding of the clothing e-commerce, and realize the clothing development direction of e-commerce is very necessary.二、服装电子商务的现状Second, the current situation of the c

4、lothing e-commerce1994年年初，我国服装企业开始参与电子商务，到1999年，我国已陆续有几百家服装企业涉足电子商务，其中有十多家企业提供了网上购物服务。除了2009年受到金融危机的影响，我国服装电子商务的网购人数和网购规模将继续保持2位数的增长。2007年我国服装网络购物市场规模为75.2亿元，我国网上购买服装的人数接近2756万人；2008年我国服装网络购物市场规模达到171.1亿元，我国网上购买服装的人数接近5000万人；2009年中国服装网络购物市场规模为305.2亿元，我国网上购买服装的人数为8788万；预计2011年服装网络购物用户规模将达到1.78亿人，服装网络

5、购物的交易规模将达到703亿元；2012年中国服装网购市场将达7130亿元。In early 1994, Chinas garment enterprises began to participate in e-commerce, in 1999, our country has had hundreds of garment enterprises involved in e-commerce, there are more than ten companies provide online shopping services. Under the influence of the fina

6、ncial crisis in 2009, our country clothing electronic commerce online number and scale of online shopping will continue to maintain double-digit growth. In 2007 our country clothing network shopping market size is 7.52 billion yuan, nearly 27.56 million the number of Chinas apparel online purchase.

7、Scale of apparel online shopping market in China in 2008 reached 17.11 billion yuan, nearly 50 million the number of Chinas apparel online purchase; In 2009 China apparel online shopping market scale is 30.52 billion yuan, the number of Chinas apparel online purchase for 87.88 million; Is expected i

8、n 2011 clothing network shopping user scale will reach 178 million people, clothing online shopping transaction scale will reach 70.3 billion yuan. China apparel online shopping market in 2012 will reach 713 billion yuan.虽然我国服装业网络营销市场还处于发展阶段，但是发展空间非常庞大。随着我国电子商务基础环境的日益成熟，服装业网络营销的商业模式已经由最初的构想转化成具有明确的盈

9、利模式的商业形态。例如，国内比较成熟的B2B商务网站，阿里巴巴、淘宝网、中国服装网、PT27网等的都为我国服装业电子商务的发展提供了非常好的平台。Although clothing network marketing in China is still in the stage of development, but development space is very large. Along with our country electronic commerce foundation environment increasingly mature, clothing network mar

10、keting business model is the original idea into the commercial form of has a clear profit model. For example, more mature domestic B2B e-commerce site, alibaba, taobao, China apparel network, PT27 network is for garment industry in our country electronic commerce development provides a good platform

11、.2009年7月，中国服装电子商务门户网站中国服装网，完成对国内最大服装设计师社区网站“穿针引线”国际流行资讯网的收购，该网站定位于服装时尚资讯专业平台和提供商，服务于为服装企业设计部门提供灵感趋势、时装发布、卖场监控、流行款式、工艺细节、图案素材等时尚资讯内容。“穿针引线”服装论坛则是全国最大的专业服装论坛，是国内服装设计的最新消息和各种流行信息的首选行业门户网站。In July 2009, the Chinese clothing e-commerce portal - China clothing network, complete the largest costume designe

12、r community website because the international fashion information acquisition, the site located in apparel fashion information platform and professional provider, serving for clothing enterprise provide inspiration trend, fashion design department to release details, stores monitoring, popular style

13、, craft, design, material and other fashion information content. Because clothing BBS is one of the countrys largest professional clothing BBS, is the domestic clothing design of choice for the latest news and information on a variety of popular industry portal.由此可见，服装网络购物在近几年得到了相当的发展。例如，易趣网、淘宝网等购物站

14、点目前销售服装、电子等各类商品，生意都很红火。同时，国内各服装企业为提供企业和品牌知名度，纷纷建立自己的企业网站，并在网站上试图开展网络购物服务，以宣传品牌、增加销售、提升企业竞争力。Thus, clothing online shopping got considerable development in recent years. Ebay, taobao shopping sites, for example, the current sales of clothing, electron, etc., all kinds of goods, business is booming. A

15、t the same time, the domestic garment enterprises to provide enterprise and brand awareness, have set up their own enterprise website, and on the site trying to carry out the network shopping service, to promote the brand, increase sales and improve enterprise competitiveness.三、服装电子商务存在的问题Three, clo

16、thes, the problems existing in the electronic commerce目前服装电子商务在我国的发展仍处于初级阶段，服装电子商务的发展仍然存在一系列的问题。At present, the development of the clothing e-commerce in our country is still in its infancy, clothing electronic commerce development still exist a series of problems.（一）新运营模式与传统商业模式的磨合(a) in terms of t

17、he new operation mode and the traditional business model电子商务是一种新的运营模式，而任何一种新的运营模式触及到传统的商业模式时，就必然要经历一段磨合期，尤其是对于本身门槛就比较低的服装行业，服装网销更是惊喜与挑战并存的新考验。例如，与传统的营销模式相比，电子商务中企业与企业之间，企业与消费者之间如何建立相互信任问题就非常重要。E-commerce is a new operation mode, and any kind of new operation mode to touch to the traditional business

18、 model, is bound to go through a period of period, especially for garment industry itself, the threshold is lower, clothing network marketing is more surprises and challenges of the new test. For example, compared with the traditional marketing model, in e-commerce enterprises and between enterprise

19、s, how to establish mutual trust between companies and consumers is very important.（二）新运营模式面临安全隐患(2) the new operation mode facing potential safety hazard服装电子商务的安全性问题主要表现在网上支付、网络安全和法律法规等方面。首先，网上支付问题。据CNNIC的调查数据显示，我国网络购物付款支付方式中，采取银行卡网上支付的比例逐年增高，从2001年底的15.6%到2004年37.9%，再到2010的56.24%。因此，确保网上支付的安全性至关重要

20、。其次，网络安全的法律法规等是网络购物中的突出问题。中国互联网信息中心指出2010年上半年内有2.09亿网民上网时遇到过病毒和木马的攻击，近1亿的网民遇到过账号或者密码被盗的问题。网络安全隐患使网民对互联网的信任度下降，这也是目前服装电子商务市场发展迫切需要解决的一个问题。Clothing electronic commerce security problem mainly displayed in the online payment, network security and the laws and regulations, etc. First of all, the online

21、payment problem. According to CNNIC survey data show that Chinas online shopping payment payment, take the proportion of bank card online payment increased year by year, from 15.6% at the end of 2001 to 37.9% in 2004, to 56.24% in 2010. Therefore, to ensure the security of online payment is very imp

22、ortant. Second, network security laws and regulations is the prominent problem in the network shopping, etc. The China Internet network information center said in the first half of 2010 there were 209 million Internet users in the Internet when met virus and Trojan attacks, nearly 100 million netize

23、ns had stolen account or password. Network security hidden danger to users of the Internet credibility, this also is the clothing e-commerce market development is an urgent need to solve a problem.（三）新运营模式物流配送系统落后(3) the new operating model logistics distribution system is backward电子商务新鲜时尚、方便快捷，具有高效

24、性，但目前产品的物流配送已经成为电子商务发展的瓶颈。有调查数据显示，有2/3的消费者理想的网上购物时间是“24小时之内”，而在显示中能够在“24小时之内”送到的只有14.6%，还不到1/7。就目前我国的商品配送，即使同城配送，最快的一般也需要1个小时，最长的则需要2天时间。服装是季节性和流行性很强的产品，而目前的物流配送瓶颈影响了网络购物在服装业的发展。E-commerce fresh fashion, convenient and quick, with high efficiency, but at present product of logistics distribution has

25、 become the bottleneck of e-commerce development. Research data show that ideal two-thirds of consumers shopping online time is 24 hours, and in 24 hours in the display to only 14.6%, less than 1/7. Commodity distribution in China, even if the city distribution, the fastest generally also need an ho

26、ur, the longest need 2 days time. Clothing is a product of seasonal and pandemic is very strong, and the current logistics bottleneck affect the development of the network shopping in the garment industry.（四）新运营模式地区分布不均衡(4) the unbalanced regional distribution of the new operation mode根据中商情报网报告：2010

27、年21城市中共有8600万人在网上购买了约1159亿元的服装，增长80%，其中京沪穗深四地有3900万人在网上购买了422亿元的服装，交易额和购买人数大概占50%。其他地区也大多集中在东部沿海地区或内陆发达地区。而随着我国中西部地区网络技术的普及和人们上网意识的增强，中西部地区将有很大的扩展空间，增长潜力大。According to the zhongshang intelligence network report: 21 cities of the communist party of China in 2010, 86 million people in the online purch

28、ase of about 115.9 billion yuan of clothing, an increase of 80%, which composed of four to 39 million people in the online purchase 42.2 billion yuan of clothing, turnover and purchase number about 50%. Other areas are mostly concentrated in the east coast or inland developed regions. As the central

29、 and western regions in our country the popularity of network technology and the growth of awareness of people to the Internet, expand the Midwest will have a lot of space, growth potential is big.四、解决对策Fourth, countermeasures（一）加快基础设施建设，不断完善新运营模式(a) to speed up infrastructure construction, perfecti

30、ng the new operation mode电子商务作为一种新的运营模式，在与传统商业模式的磨合期，需要不断完善运营模式。现金的计算机网络基础设施和宽松的电信政策是发展电子商务的前提。在基础设施的建设上企业要加快信息化建设的步伐，配备必要的电子商务必需的网络设施；政府要积极参与，加大投资力度，合理引导资金投入，提高投资效率，建设更加安全快捷的信息网络。Electronic commerce as a new operation mode, with the traditional business model of period, the need to constantly impro

31、ve operating mode. Cash computer network infrastructure and loose telecom policy is the precondition of the development of electronic commerce. On infrastructure construction enterprises to speed up the pace of information construction, equipped with necessary e-commerce necessary network infrastruc

32、ture; The government should take an active part in, increase investment, and reasonable guide capital investment, improve the efficiency of investment, more safe and quick construction of information network.当然，对于单个企业投资存在困难的电子商务发展项目，政府可以通过参股投资、提供专项资助等方式，支持电子商务的发展；对于具有公益性、公共产品性、半公共产品性的电子商务发展基础项目。电子商务中企业与企业之间、企业与消费者之间如何建立相互信任问题就非常重要。像淘宝网、阿里巴巴等拥有丰富的中小企业和个人客户资源、完备的产品和交易信息，以及高效的网络信用评估体系。这不仅为中小企业与银行之间开辟了信贷业务的全新通路，同时也会让更多的人尝试网购这种新的消费模式。Of course, for individual business investment difficulties of e-commerce development projects, the government can provide special financing through equity investment