我國(guó)服裝企業(yè)培育自主品牌創(chuàng)自主品牌面臨的問題和分析對(duì)策畢業(yè)論文-全文預(yù)覽
【正文】 狀的認(rèn)識(shí)，更為其在品牌創(chuàng)建和保護(hù)方面提供了比較現(xiàn)實(shí)的參考 3 和幫助 。 研究目的 當(dāng)今世界競(jìng)爭(zhēng)已經(jīng)從宏 觀層次的國(guó)家競(jìng)爭(zhēng)轉(zhuǎn)變到微光層次夫人企業(yè)與企業(yè)之間、品牌與品牌之間的競(jìng)爭(zhēng)，缺乏國(guó)際知名品牌已經(jīng)成為制約一國(guó)國(guó)際競(jìng)爭(zhēng)和經(jīng)濟(jì) 主導(dǎo)性的短板因素，所以建立一批具有規(guī)模優(yōu)勢(shì)、知名度高、競(jìng)爭(zhēng)力強(qiáng)的大型跨國(guó)企業(yè)及知名品牌已經(jīng)成為目前提升發(fā)展中國(guó)家經(jīng)濟(jì)地位的當(dāng)務(wù)之急。在競(jìng)爭(zhēng)日趨激烈的今天，品牌已成為企業(yè)競(jìng)爭(zhēng)力的核心。企業(yè)想在競(jìng)爭(zhēng)中贏得較大的市場(chǎng)份額，品牌營(yíng)銷應(yīng)為必走之路。國(guó)務(wù)院頒布的《國(guó)家中長(zhǎng)期科學(xué)技術(shù)發(fā)展綱要 （ 20202020） 》明確規(guī)定我國(guó)科技工作的指導(dǎo)方針是：“自主創(chuàng)新，重點(diǎn)跨越，支撐發(fā)展，引領(lǐng)未來”。我國(guó)服裝企業(yè)這種不大不強(qiáng)、自主品牌亮點(diǎn)缺乏現(xiàn)狀制約了其快速發(fā)展。到 2020 年，我國(guó)服裝企業(yè)以達(dá)到 10萬家，從業(yè)人員突破 500 萬，服裝產(chǎn)量達(dá)到 436 億件，出口創(chuàng)匯達(dá) 億美元，已連續(xù)保持十一年兩個(gè) 世界第一，實(shí)現(xiàn)中國(guó)服裝行業(yè)的實(shí)質(zhì)性增長(zhǎng)。s clothing enterprises to cultivate their own brand problem and countermeasure analysis Abstract： The 21st century is an era of economic petition. Economic petition is not only reflected. In the macro level between nations, but also embodied in the concept of industry and between industry and micro enterprises and the enterprises, brand and brand petition. From this perspective , Training with strong international petitiveness of enterprises and to enjoy the international reputation of our own brands of any country our economic strength , to boost it’ s international status , the inevitable strategic option. China is clothing enterprises are currently in a labor of relying solely on the parative advantage of lowcost, largescale development stage. Although output and exports tops in the world , but the scale garment enterprises generally very small , strong , brand management backward , technological innovation capability , the weakness of fundamental constraints of China is economic strength and international status of the upgrade , Not conducive to the longterm sustainable economic development .Therefore .in this paper on China is garment enterprises reality on the basis that China is garment enterprises reality on the basis that China is garment enterprises lies in the development must take a longterm strategic point of view to consider brand, emphasizing the creation of autonomous fashion brand and the importance of strategic significance. And the concept of operation of the ideas, principles and concrete measures. From the specific research route, this article take our country clothing as the research object, to create their own brand as a strategic starting point, through to our country clothing enterprise faces the environment and current situation analysis, put forward our country clothing enterprise independent brands to create the goals and principles, and in the Tashi strategic elements simultaneously from the strategic measures for me China apparel enterprises to establish our own brand proposes feasible strategic choice. Keyword: Clothing enterprises。 我國(guó)服裝企業(yè)目前還處于一種單純依賴勞動(dòng)力比較占優(yōu)勢(shì)的低成本、規(guī)?；l(fā)展階段，雖然產(chǎn)量和出口均居世界第一，但是服裝企業(yè)規(guī)模普遍很小，競(jìng)爭(zhēng)力不強(qiáng)，品牌經(jīng)營(yíng)落后，計(jì)數(shù)創(chuàng)新能力薄弱，這從根本上制約了我國(guó)經(jīng)濟(jì)實(shí)力的增強(qiáng)和國(guó)際地位的提升，也不利于國(guó)民經(jīng)濟(jì)的長(zhǎng)遠(yuǎn)持續(xù)發(fā)展。從這個(gè)角度來講，培養(yǎng)具有較強(qiáng)國(guó)際競(jìng)爭(zhēng)力的企業(yè)和享有國(guó)際知名度的自主品牌是任何一個(gè)國(guó)家增強(qiáng)經(jīng)濟(jì)實(shí)力、提升國(guó)際地位的必然戰(zhàn)略選擇 。 關(guān)鍵字 ： 服裝企業(yè) ； 創(chuàng)建自主品牌 ； 問題 ； 對(duì)策 II China39。 countermeasure III 目 錄 一、前言 .............................................................1 (一 )本課題研究的背景、 理由 目的及意義 .............................1 （二） 關(guān)于服裝企業(yè)自主品牌的研究現(xiàn)狀與文獻(xiàn)綜述 ....................3 （三） 本文研究思路、研究?jī)?nèi)容、結(jié)構(gòu)安排和研究方法 ...................4 二、 分析我國(guó)服裝發(fā)展現(xiàn)狀并與國(guó)際 比較 .................................5 （一） 自主品牌的含義 .............................................5 （二） 我國(guó)服裝企業(yè)自主品牌現(xiàn)狀及國(guó)際比較 .........................5 三、 分析 我國(guó)目前服裝品牌的建設(shè)存在問題 ..............................6 （一） 品牌核心價(jià)值模糊 ...........................................6 （二） 崇 洋媚外 , 品牌文化存在嚴(yán)重的欠缺 ............................7 （三） 品牌的設(shè)計(jì)技術(shù)薄弱 . ......... ..............................8 （四） 品牌同質(zhì)化現(xiàn)象嚴(yán)重 .........................................9 （五） 盲目進(jìn)行多元化發(fā)展 .........................................9 四、 我國(guó)的服裝業(yè)打造強(qiáng)勢(shì)品牌的對(duì)策 ..................................11 (一 ) 堅(jiān)持一貫的品牌文化建設(shè) ....................................11 (二 ) 周密的市場(chǎng)調(diào)研 ............................................12 （三） 系統(tǒng)的品牌經(jīng)營(yíng)戰(zhàn)略 ........................................13 （四） 前瞻性設(shè)計(jì) ....... .......................................14參考文獻(xiàn) .........................
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