A Study Of The Business Mode Of Younger's Garment Industry

As business model plays an ever increasing role in the development of garment industry in China,huge amount of literature has appeared,some focusing on theoretical arguments,others case studies,while a systematical and uniformed theoretical framework has not come into being.So,how to define business model,how to understand the role it plays in garment industry and how to create,adjust and innovate business model are the major concerns of this thesis.Starting from the previous theoretical studies on business model,this thesis firstly reviews the literature about business model,analyzes the various definitions,categorizations,and evaluations concerning business model in garment industry,and introduces and defines its own O2 O model suitable for garment industry.With the definitional framework thus provided,this thesis goes further to explore current business model adopted by Younger in detail.After analyzing the enterprise's vertical integration,operating system,core capabilities and revenue model and drawing a comparative study with its domestic counterpart---Meters/bonwe,and Vancl,this thesis highlights Younger's competitive edges and drawbacks.Finally,in the conclusive part,it is suggested by this thesis that in order to face the oncoming challenges brought by the e-commerce epoch,it is the high time for Younger to figure out a way to integrate its practical value chain with virtual value chain,and an O2 O model might be the solution.