文档介绍：云南大学旅游文化学院
本科生毕业论文
题目: 浅谈我国服装企业的品牌战略
浅谈我国服装企业的品牌战略
新闻学
学生:李威指导教师:姜老师
近年来,我国服装业发展迅猛,但其生产发展仍是以数量型增长为主,新增服装产量大多是常规产品,行业竞争力低,从品牌的实际操作水平来看,许多服饰品牌还始终停留在低层次的产品竞争或者模仿式的品牌营销,而这些缺乏文化内涵与个性魅力的品牌都是经不起市场的波动。技术创新的不足使得品牌国际化的差距变得更大,这也使得我国服装产品的附加值与发达国家存在着天壤之别。因此实施品牌战略是我国服装行业在国际服装贸易竞争中保持优势的必由之路,如何实施品牌战略以提升服装行业竞争力俨然已经成为我国服装业的当务之急。
关键词:服装品牌战略
Research on Garment brand strategy of enterprises in China
Major: Journalism
Undergraduate: Li wei Supervisor: jls
21s In recent years, the rapid development of China's garment industry, but its production and development is still mainly based on quantitative growth, new products, apparel production are mostly conventional, petitiveness of the industry, the actual operating level of brand point of view, many apparel brands are also always remained at a low level petition or imitative product brand marketing, which are the lack of cultural meaning and personal charm brands are not withstand market volatility. Lack of technological innovation makes the difference between the brands has e more international, which makes the added value of China's clothing products in developed countries there is big difference. Therefore, implementation of brand strategy in the international garment industry in China clothing trade the only way to maintain petitive edge, how to implement the brand strategy to enhance petitiveness of the apparel industry apparel industry seems to have e an urgent task.
Keywords: brand strategy; garment
目录
1. 我国服装业品牌战略的概述 1
. 我国服装业现状 1
. 我国服装业品牌战略的概述 1
. 品牌的内涵及简述 1
. 品牌战略的内涵 2
. 服装品牌的简述 3
. 我国服装业品牌战略的现状 4
. 我国服装业实施品牌战略的特点 4
. 发展迅速,相对繁荣 4
. 多元发展,竞争激烈 4
. 兼并重组,政府参与 5
. 我国服装品牌战略出现的问题 5
. 品牌同质化现象严重 5
. 品牌自主设计薄弱和文化内涵缺失 6
. 品牌缺乏整合规划和长远的目标规划 6
2. 我国服装品牌战略问题的成因 7
. 外部客观条件不足 7
. 国际形象不佳 7
. 缺乏相关行业的支持 7
. 行业内恶性压价现象普遍 7
. 品牌的法律保护体系不够健全 7
. 缺乏政府鼓励支持 8
. 内部原因 8
. 民营企业资源匮乏,国有企业思想落后 8
. 对品牌认识不清,以为做品牌就是打广告 8