客户关系视角下服装批发业的数字化转型研究

Research on the Digital Transformation of Clothing Wholesale Industry from the Perspective of Customer Relationship

作为社会化大生产的重要环节,批发零售业是中国市场化程度最高、客户黏性最大的行业之一。传统的批发企业在日常经营中依赖于客户订单,而激烈的市场竞争下导致客户具备更大的谈判能力,企业往往是被动采购的“中间商”,没有发挥终端客户的潜在价值以及自身在市场交易环节中的关键作用。通过对代表性企业S的调研,发现行业的三个核心问题:客户资源不稳定、商品库存难管控、资金财务高风险。本文从客户关系的视角,运用IDIC模型,为服装批发业经营管理模式的数字化转型提出建议:从市场角色角度,通过加设信息交互机制,在上游工厂及下游客户之间传递关键的产品信息,由原先的中间商转化为关键信息、资源的交互窗口,优化产品开发,提高商品流通效率,减少资源浪费。从企业自身角度,在数字化转型中,企业需把握转型的关键,以客户为中心实现精准营销、高效运营,让企业更好地为客户服务,提高核心竞争力从而稳固发展。

As an important part of socialized mass production,wholesale and retail industry is one of the industries with the highest degree of marketization and the highest customer stickiness in China.Traditional wholesale enterprises rely on customer orders in their daily operations,and fierce market competition leads to customers having greater negotiation power.Enterprises are often passive intermediaries in procurement,failing to tap into the potential value of end customers and their key role in market transactions.Through research on representative enterprise S,three core issues in the industry were identified:unstable customer resources,difficulty in controlling inventory,and high financial risks.This article proposes suggestions for the digital transformation of the operation and management mode of the clothing wholesale industry from the perspective of customer relations,using the IDIC model:from the perspective of market roles,by adding an information exchange mechanism,key product information is transmitted between upstream factories and downstream customers,transforming the original intermediary into an interactive window for key information and resources,optimizing product development,improving commodity circulation efficiency,and reducing resource waste.From the perspective of the enterprise itself,in digital transformation,the enterprise needs to grasp the key to transformation,focus on customers to achieve precise marketing and efficient operation,so that the enterprise can better serve customers,improve core competitiveness,and stabilize development.