我国服装品牌国际化战略研究

发布时间：2018-06-25 16:03

本文选题：服装企业 + 品牌　；参考：《河北大学》2009年硕士论文

【摘要】：随着科学技术的发展和国际经济一体化进程的深入,企业与企业之间的竞争日益激烈并且向国际化竞争发展,越来越多的企业将实施品牌国际化战略提上日程。企业之间的竞争将是品牌之间的竞争,拥有国际竞争力的品牌,是企业获得高利润的重要保证。在服装业中,许多国际知名服装品牌通过实施成功的品牌战略控制着国内和国际服装市场。随着我国加入WTO,我国服装企业的发展逐步融入到世界发展的潮流中,面临着与世界服装品牌同台竞争。在经济全球化的背景下,国内市场已经逐渐成为国际市场,要想在竞争中取胜,我国服装企业需要实施品牌国际化战略,建立国际品牌。近些年来,我国服装业迅速发展,纺织服装出口已占世界总量的24%,即每四件出口服装中就有一件是中国制造,我国的服装已经国际化,但这种国际化,绝大部分是产品的国际化,而不是品牌的国际化。我国自主品牌所占比重还很低,只停留在制造大国的阶段,缺乏自己的国际品牌。在国际市场,我国服装主要是靠替国际名牌完成生产环节,换取低廉的加工费用。但人民币对美元的升值以及世界金融危机的冲击,导致了我国的服装企业出口利润的大幅下降,使服装企业面临很大的困境。要使我国服装企业摆脱困境,在国际上具有竞争优势,就要实施品牌国际化战略,创建具有自主知识产权的服装品牌。因此,对服装企业品牌国际化战略进行研究,总结我国服装企业在国际化进程中的经验和教训,对我国其他服装企业实施品牌国际化战略具有较深的借鉴意义。本文共分六章。第一章绪论,介绍研究背景、研究的目的和意义、文献综述以及创新点和研究方法。第二章介绍品牌国际化的相关理论,主要是核心竞争力理论和差别化竞争理论。第三章我国服装企业面临的困境和品牌国际化的紧迫性,通过分析我国服装企业的现状,面临的困境及原因,得出我国服装企业的出路—实施品牌国际化战略。第四章我国服装品牌国际化尝试及国外品牌的成功启示,通过我国服装企业雅戈尔和杉杉的品牌国际化战略实施案例,总结我国企业品牌国际化过程中的经验及不足,同时分析了国外知名服装品牌的成功经验对我国服装企业的启示。第五章我国服装企业实施品牌国际化战略的SWOT分析,分析了我国服装企业实施品牌国际化战略面临的优势、劣势、机会、威胁,服装企业在实施品牌国际化战略中应充分利用优势和机会,避开劣势和威胁。第六章我国服装企业实施品牌国际化的战略选择,主要研究我国服装企业品牌国际化的目标市场选择并试图对我国服装企业实施品牌国际化战略提出可行对策。通过对我国服装企业实施品牌国际化战略中相关问题的探索,本文得出以下结论：第一,我国的服装企业摆脱困境的出路是实施品牌国际化战略。此次金融危机使做贴牌生产的服装企业受到很大冲击,更暴露出贴牌生产的弊端。要使我国服装能够与国外品牌同台竞争,摆脱价值链低端的困境,唯一的出路就是实施品牌国际化战略,通过自主创新,创建具有自主知识产权的国际品牌。第二,我国的服装企业实施品牌国际化战略在目标市场选择上应先进入中等发达国家。根据我国服装企业的现状和特点,我国服装企业在目标市场选择上应该先进入中等发达国家,然后进入发达国家,最后成为世界品牌。
[Abstract]:With the development of science and technology and the deepening of the process of international economic integration, the competition between enterprises and enterprises is increasingly fierce and the international competition is developing. More and more enterprises will carry out the strategy of brand internationalization. The competition between enterprises will be the competition between brands. In the garment industry, many well-known international clothing brands control the domestic and international clothing market through the successful brand strategy. With China's entry into the WTO, the development of Chinese clothing enterprises is gradually integrated into the trend of world development, facing the same competition with the world clothing brand. Under the circumstances, the domestic market has gradually become an international market. In order to win in the competition, China's clothing enterprises need to implement the strategy of brand internationalization and establish international brands.
In recent years, China's clothing industry has developed rapidly, and the export of textile and garment has accounted for 24% of the world's total. That is, one of the four export garments is made in China, and the clothing of our country has been internationalized, but this internationalization is most of the internationalization of the products, not the internationalization of the brand. The proportion of our own brand is still very low, only stop. In the stage of the manufacturing country, the international brand is lack of its own international brand. In the international market, our country's clothing mainly relies on the international famous brand to complete the production link, in exchange for the low cost of processing. However, the appreciation of the RMB to the dollar and the impact of the world financial crisis have led to a sharp decline in the export profit of our garment enterprises, which made the garment enterprises face. In order to make our garment enterprises get rid of the difficulties and have competitive advantages in the world, we should implement the strategy of brand internationalization and create a garment brand with independent intellectual property rights. Therefore, it studies the internationalization strategy of clothing enterprises and summarizes the experience and lessons in the process of internationalization of Chinese clothing enterprises, and to our country The implementation of brand internationalization strategy by his clothing enterprises has a deep reference.
This article is divided into six chapters. The first chapter is introduction, introducing the research background, the purpose and significance of the research, the literature review and the innovation and research methods. The second chapter introduces the related theories of brand internationalization, mainly the theory of core competitiveness and the differential competition theory. The third chapter is the difficulties faced by the Chinese garment industry and the urgency of the brand internationalization. After analyzing the current situation of our garment enterprises and the difficulties and reasons, we can find out the way out of China's garment enterprises - Implementing the strategy of brand internationalization. The fourth chapter of China's clothing brand internationalization try and the successful enlightenment of foreign brands, through the implementation of the international strategy of YOUNGOR and Chinese fir brand in China's garment enterprises, summarize our enterprise products. The experience and inadequacy in the process of internationalization, and the Enlightenment of the successful experience of foreign famous clothing brands to China's garment enterprises. The fifth chapter of China's garment enterprises to carry out the SWOT analysis of the brand internationalization strategy, and analyze the advantages, disadvantages, opportunities, threats and clothing enterprises in the implementation of the brand internationalization strategy in our garment enterprises. In the implementation of brand internationalization strategy, we should make full use of advantages and opportunities to avoid disadvantages and threats. In the sixth chapter, China's garment enterprises implement the strategic choice of brand internationalization, mainly study the target market selection of the internationalization of Chinese clothing enterprises and try to put forward the feasible countermeasures for the implementation of brand internationalization strategy in our garment enterprises.
Through the exploration of related problems in implementing brand internationalization strategy in Chinese clothing enterprises, the following conclusions can be drawn:
First, the way out of our garment enterprises is to carry out the strategy of brand internationalization. The financial crisis has made a great impact on the clothing enterprises produced by the OEM. It is more exposed to the malpractice of the OEM production. The only way to make our clothing able to compete with foreign brands and get rid of the low end of the value chain is the implementation of the product. Brand internationalization strategy, through independent innovation, create an international brand with independent intellectual property rights.
Second, China's garment enterprises implement brand internationalization strategy in the target market choice should first enter the medium developed countries. According to the status and characteristics of Chinese clothing enterprises, Chinese clothing enterprises should enter the medium developed countries first, then enter the developed countries, and finally become the world brand.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.86

【参考文献】