文档介绍：创建中国服装业国际知名品牌的战略研究
创建中国服装业国际知名品牌的战略研究
THE STRATEGY OF CREATING INTERNATIONAL WELL-KNOWN BRAND OF CHINA'S GARMENT INDUSTRY
专业:国际经济与贸易
姓名:于菲
指导教师姓名:
申请学位级别:学士
论文提交日期:2010年6月17日
学位授予单位:天津科技大学
摘要
世界服装品牌是国际时尚流行的风向标和世界服装产业发展的导航器。创建一流品牌是企业发展战略中最为重要的内容之一,国内外大量成功的案例和研究表明,知名品牌是企业最重要的无形资产,可以使企业在经营中获得更大的竞争优势。中国在世界服装生产和出口中占有重要地位,然而与此形成鲜明对比的是中国几乎没有国际化的服装品牌。因此创建强势品牌和提升品牌价值成为我国服装企业发展战略的主要目标。因此,结合我国服装业的实际情况,开展品牌3>理论和应用研究,对我国服装企业发展战略和创建知名品牌有着重要的理论意义和实际意义。
本文主要分为三个部分,第一部分中国服装业品牌国际化路径的现状以及出现的问题进行了分析;第二部分重点对创建中国服装业国际知名品牌战略进行了研究;第三部分提出了中国服装企业自创国际知名品牌应注意的四点事项。本文的创新之处,在于首次运用品牌战略的理论对目前中国服装品牌进行了系统的理论分析,并引用借鉴了大量国内外案例,对创建中国服装业国际知名品牌提出了相应的战略方案。
关键词:服装业;多品牌战略;综合性品牌战略
ABSTRACT
Along with the new century, the tide of global economic integration is surging forward. The foreign direct investment carried by Multinational Corporation rises abruptly with unprecedented scale in the world. We desire that we can through the introduction of advanced science and technology to improve the overall national strength and promote technology progress urgently. We are also increasingly found that the simple technology transfer can not make us get the most advanced technology, and the technology spillovers of Multinational Corporation in the process of introduce foreign capital is the key that we can essfully use the foreign capital or not. Consequently, studying this subject is very important for China to further expand and how to better absorb the technology spillovers.
Based on the formers’ research states, firstly, define the concepts and theorem in this thesis, in the second part, using them to analyze the characteristics of Multinational Corporation. And then analyze the negative factors in the process of absorbing technology spillovers and reasons, they can make us understand current situation of China clearly. By learn from absorbing the technology spillovers essfully, make the theory and bined. In the last part, for expand and absorb technology Spillovers to promote techno