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-展示頁
2025-07-07 19:38本頁面
【正文】 量達(dá)到436億件，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)。 problem。s clothing enterprises to cultivate their own brand problem and countermeasure analysisAbstract：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。 從具體研究線路來看，本文以我國(guó)服裝為研究對(duì)象，以創(chuàng)建自主品牌為戰(zhàn)略出發(fā)點(diǎn)，通過對(duì)我國(guó)服裝企業(yè)所面臨的環(huán)境和現(xiàn)狀分析，提出我國(guó)服裝企業(yè)自主品牌創(chuàng)建的目標(biāo)及原則，并在塌實(shí)戰(zhàn)略要素的同時(shí)從戰(zhàn)略措施入手為我國(guó)服裝企業(yè)自主品牌創(chuàng)建提出較為可行的戰(zhàn)略選擇。 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。教學(xué)單位經(jīng)濟(jì)與管理學(xué)院本科畢業(yè)論文（設(shè)計(jì)） 題 目 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 我國(guó)服裝企業(yè)培育自主品牌面臨的問題及對(duì)策分析摘要：21實(shí)際是經(jīng)濟(jì)競(jìng)爭(zhēng)的時(shí)代，經(jīng)濟(jì)競(jìng)爭(zhēng)不僅體現(xiàn)在宏觀層面的國(guó)與國(guó)之間，而且體現(xiàn)在中觀層面的產(chǎn)業(yè)與產(chǎn)業(yè)之間，更是微觀的企業(yè)與企業(yè)、品牌與品牌之間的競(jìng)爭(zhēng)。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。所以，本文在對(duì)我國(guó)服裝企業(yè)現(xiàn)實(shí)環(huán)境分析的基礎(chǔ)上認(rèn)為我國(guó)服裝企業(yè)發(fā)展的出路在于必須從長(zhǎng)遠(yuǎn)戰(zhàn)略的角度來思考品牌問題，強(qiáng)調(diào)了創(chuàng)建自主服裝品牌的重要性和戰(zhàn)略意義，并構(gòu)思了操作的思路原則和具體措施。關(guān)鍵字：服裝企業(yè)；創(chuàng)建自主品牌；問題；對(duì)策 China39。 to create their own brands。 countermeasure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.................
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