Research On The Optimization Of Business Model For A Apparel Company Based On Canvas Model

With the widespread use of big data and the deepening of omnichannel sales model in the new retail era,apparel manufacturing enterprises are actively or passively choosing production models(OEM,ODM,OBM)to transform in order to seek business models that can adapt to the development of current market conditions.The business model plays a crucial role in whether an enterprise can successfully gain a foothold.A,as one of the small and medium-sized garment manufacturing enterprises has transformed from OEM to ODM design-based production model.Exploring the issue of its business model optimization after the transition will have important practical significance and meaning.This paper firstly explains the current research status at home and abroad by analyzing literature,introduces the current development of the apparel manufacturing industry,and further elaborates the core concept of business model based on value co-creation theory and stakeholder theory is to optimize and integrate the relationship of various stakeholders and create value,deliver value and realize value,thus explaining the four modules and nine elements of the business model canvas theory model.Secondly,the current development status and history of A company is introduced,and its business model is explored from the four modules: product,target customer,infrastructure and financial structure,and the operating environment of A company is analyzed by using PEST and SWOT management analysis tools.The business model needs to be further optimized through the following problems: original design capability needs to be improved,customer relationship needs to be expanded,production model is too single,development cost is escalating,cash flow is tight,etc.Finally,the objectives of A’s business model optimization are proposed in view of the current situation,and the main contents of A’s business model change and the ways of optimization are explained in four aspects: adjusting the organizational structure,managing customer relationships,innovating the production model,and upgrading the marketing model.The main contents and ways of optimization of A’s business model are explained from four aspects: adjusting organizational structure,managing customer relationship,innovating production model,and upgrading marketing model.Through the study on the optimization of business model in the transformation process of production model of A apparel enterprises,the content,objectives and ways of its business model optimization are explored,which will have some theoretical significance and practical help for the business model change and optimization of other apparel enterprises that are currently in the process of transformation.