日本著名服装电子商务公司运营模式分析

Analysis of Famous Clothing Company of Japan

本文从日本服装业界比较著名的电子商务公司MANCHES（曼彻斯）株式会社着手，分析了该公司是如何利用企业现有条件，进入互联网并准确定位市场，成功实现传统企业向电子商务企业的转型。本文还进一步分析了该公司是如何利用价值链集成变革传统经营模式及改造原有业务流程，在B to C商务实施过程中创出的竞争优势，以期对我国传统企业实施并推进电子商务发展有所借鉴。

This paper focusing on MANCHES Company, one of the most famous companies in Japanese clothing industry circle ana- lyzes MANCFIES Company how to make good use of existing conditions to enter into Internet and local the market properly and realize the transformation from a traditional enterprise to the EC enterprise successfully. This paper also analyzes further more MANCH- ES Company how to use the integration of value chain and transforming the traditional operation pattern and reforming the traditional business circuit creating competitive advantages during carrying out B to C commerce. It＇s hoped to provide some references and en- lightenments to explore and push forward the Chinese EC development of traditional enterprises.