基于C2M商业模式的服装可持续发展举措研究

Research on Sustainable Development of Clothing based on C2M Business Mode

[研究意义]C2M新型商业模式的诞生提高了供应线效率,该模式在服装可持续发展举措上更加符合生态理念。[研究方法]文章通过问卷调查法、文献研究法等方法对消费者服装可持续意识与C2M商业模式下服装企业可持续举措展开了探讨。[研究结果与结论]研究认为:(1)与传统商业模式相比,C2M商业模式于服装企业产品供求配置效率上更有优势。(2)此模式在预售、定制、清理库存等服装可持续举措上值得企业借鉴。(3)但C2M商业模式实施仍有一定局限,需要平台、企业、物流多方配合,提高其市场适应性。

The birth of C2 M new business mode improves the efficiency of the supply line,which is more suitable with the ecological concept in the sustainable development of clothing.Through the methods of questionnaire survey and literature research,this paper discusses the consumer’s clothing sustainable consciousness and the sustainable measures of clothing enterprises under the C2 M business mode.The results show that:(1)compared with the traditional business mode,C2 M business mode has more advantages in the allocation efficiency of product supply and demand.(2)This mode can be used for reference by enterprises in clothing sustainable measures such as pre-sale,customization and inventory clearance.(3)There are still some limitations in the implementation of the C2 M business mode,which need the cooperation of platform,enterprise and logistics.