服饰品牌VMP运行模式思辨

Analyzing operation mode of fashion brand VMP

服饰品牌运行系统VMP运行模式在我国服饰企业本土化运行中的局限性依然明显,并非完美无缺,其导入前提与实施后的后续工作需做相应的完善与补充。在结合关键成功因子研究方法的前提下,VMP运行模式在我国本土化运行中的有效性是研究的重点,也是创新所在。对VMP模式简而固化地照搬或许可使本土服饰企业的品牌运行陷入瓶径。通过对VMP导入前提与后续环节做细化研究,对该模式在实施过程中的关键因素加以拆分、整合与细化,并初步搭建了VMP本土化运行平台。这一平台可在一定程度上增强本土企业服饰的VMP运行效率,可对本土服饰企业品牌标准化运作提供前瞻与思考。

The operation mode of fashion brand VMP in China, though localized in Chinese apparel enterprises, still exhibits obvious limitation, and non-perfect, and some work has to be done both before and after its introduction into China for corresponding completeness and supplement. Having studied some successful key factors, the paper focuses on the effectiveness of the operation mode of fashion brand VMP in China, with a view to innovation. Simple copying the mode may make Chinese apparel enterprises meet with great difficulties. A detailed study on the mode is performed, including the premise of its introduction, follow- up work after introduction, keys during implementation, a plaform for localized operation of the mode is profiled, which will enhance the efficiency of the operation mode and provide a strategic thinking for its standardization operation for Chinese apparel enterprises.