Experts Explain Fashion Industry Management 337 Project

＜p＞　　＜a target="_blank" href="http://www.91se91.com/"＞服裝＜/a＞培訓何軍老師從事時尚產業(yè)8年來發(fā)現(xiàn)一種產業(yè)“畸型”現(xiàn)象：即當前中國時尚產業(yè)正在飛速發(fā)展的同時，各大時尚產業(yè)(包括：服裝、化妝品、皮具、珠寶、手皮等)都想快速完成從產品運營模式向品牌運營模式的華麗轉身，從而打造強勢品牌、走向品牌價值最大化的道路;結合時尚產業(yè)的發(fā)展歷程可知，眾多企業(yè)家有壯志雄心卻無治企之道、有急于求成之心，卻企業(yè)自身資源與品牌發(fā)展步伐不協(xié)調，資源整合成為時尚產業(yè)發(fā)展的核動力，這個發(fā)展歷程等同于在搞“品牌大躍進”，于是乎，企業(yè)家紛紛報名參加一些培訓機構舉辦的＜a href="http://www.91se91.com/news/index_f.asp"＞商業(yè)模式＜/a＞班、戰(zhàn)略研討班，希望從中尋找崛起的快捷徑及制勝秘訣，其培訓結果可想而知，老板有理論有想法，中層卻不知從何著手、

Be at a loss what to do.

In order to solve the problem of developing "deformity", He Jun, the chief clothing training lecturer of the brand management consulting office of point to point brand, has refined a set of management system in her 8 years of actual combat experience in the fashion industry (i.e., 337 projects, namely, three enterprises, three enterprises and seven management departments).

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< p > 1, the three way to manage enterprises is the soul of enterprise management, which runs through the whole process of enterprise development.

There are three ways to manage enterprises: the way of operation, the way of employing people and the way of others.

Among them, the way of operation is (14 words): strategy, brand, channel, control, culture, motivation and team; the way of employing people (4 words): profit, fame, feeling and law; and the way of human beings (4 words): emotion, righteousness, reason and law.

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< p > two and operating three degrees is the core of enterprise management.

Business three includes: Company angle, boss angle, staff angle; company angle (28 words): strategic system, brand system, channel system, control system, culture system, power system, execution system; boss angle (12 words): strategy, brand, channel, connections, money sharing, crisis; staff angle (12 words): specialty, driving force, vision, culture, achievement, loyalty.

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< p > three and managing seven departments is the outline and main line of enterprise management.

The seven management systems include: strategic system, brand system, channel system, management and control system, power system, culture system and execution system.

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The strategic system of < p > 1. consists of two parts, namely, strategic propaganda and strategic implementation. Among them, the strategic publicity includes: overall strategy, sub strategy and functional strategy; the implementation includes: strategic visual board, strategic objectives, strategic tools, strategic cases, etc.

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＜p＞　　2. 品牌體系： 由商品規(guī)劃和品牌規(guī)劃二部份組成;商品規(guī)劃包括：設計企劃、采購企劃、面料企劃、品類企劃、生產企劃、上貨企劃、平面企劃、空間企劃、營銷企劃;品牌規(guī)劃包括：品牌現(xiàn)狀：品牌診斷、品牌生態(tài)特征;品牌創(chuàng)立：品牌分類、品牌命名、品牌色域劃分、品牌設計、品牌DNA、品牌識別、品牌策劃;品牌歷程：品牌成長、品牌擴張、弱勢品牌、強勢品牌、品牌社群和集群品牌、品牌全球化;品牌形象：品牌代言人、品牌個性、品牌內涵、品牌情感、品牌聯(lián)想;品牌傳播：品牌創(chuàng)意、品牌主張、品牌核心價值、品牌創(chuàng)新、品牌推廣、品牌力、品牌策略、品牌網(wǎng)址;品牌文化：品牌廣告語、品牌故事、品牌精神、品牌倫理、品牌理論;品牌保護：品牌知名度、品牌美譽度、品牌忠誠度、品牌資產、品牌價值、品牌授權;品牌管理：品牌營銷、品牌定位、品

Brand mode, brand technology, brand building, brand management, brand competition, brand crisis, brand upgrading, brand extension, brand integration, brand strategy and so on.

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< p > 3. control system: composed of organization control, management committee, management and control platform, management and control policy, target management, core competence, enterprise system, integrated management and so on.

其中組織管控包括：組織架構、崗位說明書、工作關系圖、工作流程、工作標準、工作職責; 管理委員會包括：戰(zhàn)略委員會、資產管理委員會、薪酬委員會、加盟商委員會、執(zhí)行委員會、人力資源管理委員會、審計委員會、員工委員會等;管控平臺包括：總經理管控平臺、部門管控平臺、經理管控平臺、店長管控平臺;管控方針包括：指導思想、工作方針 經營重心包括：經營方向、經營模式、資源配置、戰(zhàn)略聯(lián)盟;目標管理包括：長期目標、中期目標、近期目標、定性定量、理性目標;核心能力包括：領導能力、管理能力、組織能力、企業(yè)文化能力、危機處理能力;企業(yè)系統(tǒng)包括(=流程+制度+表格)、組織機構、財務管理、辦公總務、品牌建設、業(yè)務運營、生產管理、信息化管理、采購、培訓等系統(tǒng);綜合管理包括：項目管理、質量管理、成本控制、預算控制、價值分配、審

It includes management, growth, crisis management, corporate governance, entrepreneurs, information management, business models and so on.

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< p > 4. culture system: two parts, including enterprise culture and propaganda mechanism; among them, the enterprise culture includes: value system, basic law, management philosophy and core values; propaganda mechanism includes: Enterprise Culture Manual, publicity agency, activity month, bulletin board, newspaper, website, training, culture visual board, notice, propaganda film, consulting communication agency, enterprise university, enterprise business school, culture examination red star table and so on.

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< p > 5. power system: including profit, fame, emotion and law.

Capital, shop reward, welfare investment, ten years of service, equity incentive, shop opening, shop partnership, project partnership and other measures. The names include: recognition, benchmarking, publicity, hall of fame, etiquette of etiquette, staff sports activities, career planning, gold seeds, who are heroes, etc. the situation includes: employee birthdays, travel activities, special reimbursement, department activities provident fund, learning award, staff committee, planning agreement, statutory insurance mechanism; the law includes: labor contracts, probation, appointment, appointment, rotation, mobilization, elimination, performance appraisal, first asking responsibility, monitoring, joint and several, commitment, satisfaction assessment, attendance, warnings, donations, disciplinary actions, etc. benefits include: employee entrepreneurship platform, annuity award, sales incentives, investment dividends, employee motivation, job subsidies, employee promotion, enterprise support, enterprise management, PK competition, corporate training, cultural construction, salary

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< p > 6. execution system: including super execution and team building two parts.

Among them, super execution includes: < a href= "http://www.91se91.com/news/index_f.asp > > Leadership" /a ", responsibility system, executive power, dynamic guidance, meeting implementation, visual board, etc. team building includes: team members, team characteristics, member career planning, team function group, team spirit, team problems, team orientation, team goals, team motivation, team assessment, job placement, activity development, team system, < /p >

< p > 7. channel system: including channel planning, channel mode, channel management, channel policy, winning the terminal secret technology, etc.

Channel planning includes: status quo of channel: channel analysis, business circle analysis, channel function, channel creation, channel layout, channel design: design elements, design objectives, design steps and channel structure: channel length, channel width and channel level.

Channel mode includes: middle form, self construction mode, mixed mode, outsourcing mode, franchise mode, online shopping mode; terminal form: monopoly, direct camp, living hall, shopping mall, shop in store, e-commerce.

Channel management includes: channel expansion, channel investment, channel reengineering, expansion strategy, channel expansion, channel interception, channel upgrading, big distribution, direct distribution terminal, hypermarket, channel intensive cultivation; Channel Transformation: regional management, office, branch, channel reform, channel conflict; channel strategy: guiding ideology, regional strategy, incentive strategy, rectification strategy and financing strategy; channel policy: policy, product policy, price policy, promotion policy, promotion policy, brand policy, shop reward policy, prop policy, advertising policy, reward: material reward, spiritual reward, and final secret trick.

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< p > in short: fashion industry management 337 project (namely, three enterprises, three degrees of management, seven departments of management) and people (immune system, respiratory system, circulatory system, digestive system, nervous system, skeletal muscle system, skin system, endocrine system, reproductive system) are all complementary and indivisible organic whole.

The business mode of an enterprise is important and needs innovation, but it can not be ignored and balanced. In the good environment of the development of the industry, we should not lose our mind, we can not engage in the great leap forward in brand development, and the popularity of the brand can be hyped, while reputation and loyalty need to accumulate for a long time and consumers need to experience. Enterprises should tailor a set of benign and scientific enterprise management system for themselves, so as to create a brand carrier and maximize the value of the brand.

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