中国服装企业向品牌国际化推进的策略探讨

范文编号:GS318  范文字数:20487,页数:32，附开题报告，外文翻译

摘    要
 我国素有“衣冠之国”的美称，也是目前世界服装产量和出口量第一的大国，但我国还不是纺织服装的强国，因为至今还没有真正的国际品牌。我国服装产品出口量大，主要不是靠品牌，而是靠成本低廉、劳动力丰富和大规模生产。所以在名牌称雄的国际市场，我国服装的出口主要靠替国际名牌完成生产环节:定牌或贴牌生产，换取低廉的加工费。但服装市场日益激烈的竞争迫使世界级品牌不断压低成本，因而留给国内企业的利润空间也越来越小，而一些欠发达国家凭借其丰富廉价的劳动力，有取代我国内地加工基地的趋势。同时，许多企业由于专注于定牌生产而忽视了自有品牌的发展，加之入世后国际品牌的猛烈冲击，使得很多“中国名牌”危在旦夕，我国服装品牌的出路到底在何方? 当新形势到来的时候我们的目标应该更远，我国要成为世界服装强国，就必须“走出去’，走国际化之路。
 品牌是企业的战略资产，是最核心的竞争力之一。建树国际品牌是我国服装企业摆脱落后现状的重要途径之一。面对世界经济的迅速发展与变化，可以说21世纪企业的经营目标就是要创建强势品牌。要实现这一目标首先要弄清强势品牌的构成特点，据此策划相关的品牌经营策略以创建强势品牌。美国著名品牌研究专家DvadiAAaker认为，强势品牌之所以有价值，能为企业创造巨大的利润，是因为强势品牌具有高度的知名度、良好的知觉质量、稳定的忠诚消费者群和强有力的品牌联想等四个特性，为此本文提出打造强势品牌的策略[1]。当今的时代是一个品牌竞争的时代，对于身处品牌竞争时代的企业来说，拥有强大的品牌和合适的品牌国家化经营战略，是赢得市场和获取高额利润的保证。
 另外，文章运用大量的笔墨与案例分析对我国品牌服装企业的国际化之路做出概括的分析，结合“七匹狼”的实际情况，对其国际化设想做出评估。本文采用案例分析法进行分析问题，运用综合总结来解决问题。作为本文的成果，文章说明了我国服装品牌实行国际战略是大有发展潜力的，对“七匹狼”的国际化战略提出了评估与改善的建议。
 
关键词：服装；品牌；国际化；核心竞争力
Abstract
 China has been called the "dressed state" the name, but also the world's garment production and exports of the first big country, but China's textile and apparel is not the power, because there have been no truly international brand. China exports a large quantity of clothing, rather than the major brands, but by low-cost, labor-rich and large-scale production. Brand names rule the roost in the international market, China's garment exports for the major international brands by the completion of production: OEM brand or in exchange for lower fees. But the clothing market with increasing competition forced the world-class brands continued to lower the costs, thus leaving domestic enterprises are also getting smaller and smaller profit margins, and some less developed countries by virtue of its abundant cheap labor, and processing base in the Mainland of China to replace the trend of . At the same time, many companies focus on the brand as a result of the neglect of own-brand development, combined with post-WTO international brands violently shaken, makes a lot of "Chinese famous brand" at risk, my clothing brand where the way out in the end? When the arrival of the new situation when our goal should be to further our country to become a world power in clothing, it is necessary to "go out ', take the road of internationalization.
 Brand is a strategic asset, is the most competitive one of the core. Contribution to the international brand clothing enterprises in our country from behind one of the important ways the status quo. Faced with the rapid development of world economy and changes in the 21st century can be said that the business goal is to create strong brands. To achieve this goal we must first understand the composition of the characteristics of strong brands, which brand planning related to business strategy to create strong brands. Well-known U.S. brands DvadiAAaker expert believes that the reason why a strong brand value, can create huge profits because of strong brands with a high degree of visibility, perception of good quality, stable and loyal customer base, such as strong brand association four characteristics. To this end, this paper presents a strategy to build strong brands.
 In addition, the article the use of pen and ink with a large number of case studies on China's clothing brand of the internationalization of enterprises to make a general analysis of the road, combined with "seven wolves," the actual situation of their idea of an international assessment. In this paper, case study analysis method, using a comprehensive summing up to solve the problem. As the results of this article, the article describes the implementation of China's international strategic brand clothing is a great potential for development of "seven wolf" strategy of international assessment and put forward recommendations for improvement.

Keywords: clothing; brand; international; core competitiveness

目    录
摘    要 I
Abstract II
第1章 绪论 1
1.1研究背景 1
1.2研究目的及意义 1
1.3研究方法 2
第2章 中国服装企业实施品牌国际化经营的现状 3
2.1中国服装企业实施品牌国际化经营的模式 3
2.2中国服装企业实施品牌国际化经营的成功经验和存在的问题 5
第3章 品牌国际化战略与服装业竞争力的提升 9
3.1战略选择与竞争力 9
3.2品牌国际化战略实施的必要性 12
第4章 中国服装企业实现品牌国际化经营的对策 15
4.1从企业角度看品牌国际化经营的对策 15
4.2政府角度看品牌国际化经营的对策 17
第5章 案例模拟:审视“七匹狼”国际化之路 19
5.1“七匹狼”品牌概述 19
5.2“七匹狼”品牌战略优势 20
5.3“七匹狼”品牌运作差距 21
5.4“七匹狼”的国际化理念 24
第6章 结论 25
参 考 文 献 26
致    谢 27

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