设计师品牌买手产业链模型构建与实证

Construction and empirical study of designer brand buyer industry chain model

为推进小众设计师品牌、Showroom、买手店三者所组成的买手产业链发展,利用系统动力学方法构建相关模型,从产业链视角识别发展瓶颈,为企业提供优化策略。通过文献研究、企业实践及深度访谈,梳理产业链中直接影响整体运作的指标及其权重,用Vensim软件绘制模型存量-流量图,建立相关关系并验证。结果表明,小众设计师品牌吸引力、Showroom服务水平、店铺销售能力可作为评价各子系统的KPI指标,其中Showroom服务水平对买手产业链运作影响最大;应用TOC理论并结合麦肯锡矩阵模型,提出增强设计竞争力、业务人员专业度、信息共享等提高产业链及各子系统运作效率的优化方案。

For promoting development of the buyer industry chain consisting of minority designer brands, Showroom and buyer shops, the system dynamics method was used to build a relevant model so as to identify the development bottleneck from the perspective of industry chain and provide the optimization strategy for enterprises. By means of literature research, enterprise practice and in-depth interviews, we sorted out the indicators which had a direct impact on the overall operation in the industry chain and calculated the weights. Vensim was used to draw the stock-flow graph of the model. The correlativity was established and the validity was verified. The results showed that minority designer brand attraction, Showroom service level and store sales ability could be used as KPI indicators, in which Showroom service level had the largest influence on the operation of buyer industry chain. TOC theory and McKinsey matrix model were used to put forward several solutions to improve the overall efficiency of the industry chain and the operational efficiency of each subsystem, such as enhancing design competitiveness, improving specialty of business personnel and sharing information.