On The Service Innovation Of The Apparel Trade Based On The Value Chain

Market economy has been basically established in China after over 20 years reforming and opening policy implemented and especially within the recent 4 years when China joined the WTO. So has the buyer's market with people's material life highly enriched and individualistic demand rapidly expanding. So the traditional competition on price seems to be powerless when the products of habiliments tend to be homogenized after technology developed and its prevalence expanded, and productivity advanced. So the applicable way for the manufacturers to survive and achieve a sustainable development is to provide increment service so as to enhance consumers' loyalty. The criteria consumers have on evaluating the service have been changed greatly. They are more experienced and demand more and their expectations on the quality of service are ever-increasing. So it is right time that the rag trade started innovation on their service.This paper has analyzed the motive, characteristics, situation and problems in the service innovation of the apparel sector. To those problems such as there are cultural confliction among enterprises, employees and customers, the innovative idea is not strong, the innovative culture has not come into being, the contents of the innovative service are not abundant, the ways of innovative service are simple, the inherent innovative motive is not sufficient, the information level of the innovative service is very low, this paper suggests that the apparel sector should be innovative in the idea, contents and ways of service. As to the idea innovation, it is to form innovative culture in the service which makes the leaders attach importance to it, make the employees take part in it, to properly handle over the relationship between the enterprise, employees and customers. As to the innovative contents, it is to extend its basic service to the value-added service, to extend its functional service to the management service. As to the innovative ways, it is to provide the feasible and creative service ways according to the pre-sale, on-sale and after-sale services, jumping out of the bloody "red sea", creating green "blue sea". The purpose is toprovide reference to our service innovation of the apparel sector.With the value chain analytical method the author analyzes value chain theory and service innovation theory, and the motives, characteristics, status quo and existing problems of the service innovation in the rag trade. He also analyzes the relationships between service innovation and technology innovation, service innovation and the core competitiveness of rag trade, service innovation and consumers' loyalty, so to build a value chain model for the rag trade, and provides references for the service innovation in the rag trade after him explaining, from before-selling, while-selling and after-selling three respects, the countermeasures of innovation in the ideas, contents and methods of service...