摘要：本文以国内著名服装定制类品牌“报喜鸟”为例，通过对比服装业在大规模生产与大规模定制下的企业营销模式，总结服装业在大规模定制下的网络供应链依托“互联网+”产生的时代亮点。通过对该公司的发展现状分析，指出其选择电商平台开展C2B营销模式的原因，并围绕它对我国服装业发展带来的变革性影响展开讨论。本文期望在第四产业时代，有更多的服装企业会建立起先进的网络供应链管理模式，以高效的管理办法和完善的供应链信息系统，促进服装业大规模定制在大数据时代背景下的实施，打破线上消费体验不如线下实体的固有缺陷。同时，讨论电子商务环境下大规模定制营销，总结得出一些具有实际运用价值的建议与信息，帮助更多服装企业在电商激烈发展的趋势下，凸显自身的竞争优势。47465

毕业论文关键词：大规模定制；供应链管理；报喜鸟

The network supply chain management of the clothing under the mass customization——Take Saint Angelo for example

Abstract: In this paper, we will use an example of domestic well-known clothing brand “Saint Angelo” which customer oriented.By comparing the supply chain model of the apparel industry under mass production and mass customization, the paper concluded that the advantage of the network supply chain under mass customization in the “internet” era. Though the present situation analysis of this company, the reason why this company choosing to carry out the C2B marketing mode in the electronic business platform can be concluded. And this paper develops a discussion around the revolutionary impact of the development of China's clothing industry. In the era of the fourth industry, we hope that more and more clothing industry could build an advanced supply chain network model. Then they can take efficient management methods and reasonable supply chain information system to promote the implementation of mass customization and break the defect that online consumption experience is not as well as a retail store. Meanwhile, this paper will summarize some suggestions and information which have practical application value by discussing the mass customization marketing in the electronic commerce environment. They will highlight the competitive edge of the garment enterprises in the age of big data.        

Key Words:  Mass customization; Network supply chain Management; Saint Angelo

 目 录

一、 绪 论 1

二、 大规模定制的网络供应链特征 4

（一）理论概述 4

     1、大规模定制营销 4

     2、服装业面向大规模定制的网络供应链管理特征 4

（二）网络供应链管理的方法 6

三、 报喜鸟服饰公司的发展现状及路径分析 8

（一）报喜鸟公司简介 8

（二）报喜鸟服饰公司的发展现状 9

     1、服装实体零售行业遭受电商冲击 10

     2、库存高企得不到释放 10

     3、个性化需求得不到满足 11

     4、传统渠道不再奏效 12

（三）报喜鸟公司大规模定制发展的路径选择 12

     1、私人定制并非“万金油”