著名鞋类企业塑造国际品牌的路径及启示

范文编号:GM022    包括:开题报告及任务书,范文字数:17981,页数:29

摘     要

       中国是世界上最大的产鞋国同时也是世界上仅次于美国的鞋产品消费国。中国连续七年占世界鞋产量的50%，中国生产的鞋类产品约有40%进入国际市场，贸易额达300多亿美元，约占世界鞋类产品贸易的25%。但令人遗憾的是，到目前为止，我国几乎还没有真正被世界承认的著名国际品牌。
     本文首先阐述了国际品牌的概念和特征，阐述了品牌塑造的理论基础。其次，从世界鞋类产品市场情况出发，分析了各国鞋类市场概况和品牌概况，并且指出了品牌对于附加值的重要意义。接下来，笔者以Nike、ECCO、LaCrosse、Geox四个著名国际品牌为例，分析了它们成功塑造国际品牌的路径。虽然就国内鞋业的目前发展状况而言，我国在生产总量上占有绝对的优势，但依然难以与国外品牌企业相抗衡。这实际上涉及到了国内制鞋工业的结构、地区性发展不平衡、产业技术与资本支持等多方面的原因。因此，最后作者在总结四大品牌成功路径经验的基础上，结合中国鞋类品牌的现状，提出了中国鞋类企业塑造著名国际品牌的路径。
 
【关键词】     著名鞋类企业   国际品牌    路径    启示

Abstract

China is the largest shoe-making country and the second largest shoe-consuming country, with only the United States taking the lead. In the past seven years, shoes made in China have taken up over 50 percent of the total production of the world. 40 percent of the shoes made in China are sold in the foreign markets. The trade volume of shoes amounts to over 30 billion dollars, which is about 25 percent of the world’s total trade volume of shoes. Unfortunately, seldom any Chinese brand has been acknowledged as famous brand by the global market so far.
This paper elaborates the concept and characteristics of international brand and explains the theories of brand modeling first. Then, the paper focuses on the statue of international shoes market and the general situation of shoes brand in many countries, such as the United States, France, England and Germany, as well as the importance of the value added to a brand. After that, the paper takes some famous international shoes market as examples, including Nike, ECCO, LaCrosse and Geox, analyzing the successful routes by which they head for their brand modeling. Though we have absolute advantage in total production, it is still difficult for domestic shoe-makers to compete with the famous foreign shoe brands at present. In fact, it is connected with the structure of the Chinese shoe industry, imbalance of district development, industry technology and capital support, etc. In the end, by combining the successful routes of the brands referred to with the facts of the China's shoes market, the paper brings up the routes for Chinese shoes-making companies in modeling famous international brand.

【Key Words】  Famous shoe-making company;  International brand; Routes; Apocalypse

目  录
1. 引论 .............................................................2
1.1 写作的必要性 ....................................................2
1.2 国际鞋类品牌概述 ................................................2
1.3 品牌塑造的相关理论及模型 ........................................3
1.4 写作思路和方法 ..................................................7
2. 世界鞋类产品市场情况以及各国的著名品牌 ...........................8
2.1 世界鞋类产品市场概况 ............................................8
2.2 各国主要的鞋类品牌介绍 ..........................................13
2.3 著名鞋类品牌对市场格局的影响 ....................................14
3. 著名鞋类企业品牌塑造的路径分析 ...................................16
3.1 LaCrosse的道路——从质量和创新出发.............................. 16
3.2 ECCO走世界——设计以人为本 ......................................17
3.3 Nike的成功——本土化营销 ........................................18
3.4 Geox的信心——源自对技术和时尚把握 ..............................19
4. 著名鞋类品牌塑造路径对中国鞋类企业塑造国际品牌的启示 .............19
4.1 著名鞋类企业品牌塑造路径成功经验................................ 19
4.2 对中国鞋类企业塑造国际品牌的启示 ................................20
5. 结论 ............................................................24
参考文献 ............................................................26

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