泰安服装企业技术整合与品牌发展战略研究

发布时间：2019-02-12 06:54

【摘要】： 本文以品牌理论、技术整合理论作为课题研究的理论基础,借鉴已有的技术整合研究成果,通过对泰安市服装企业的实地调研和访谈,为泰安市服装企业评估其品牌发展及技术现状积累了较为详实的第一手资料,以此分析了泰安市服装企业品牌发展的现状及存在的问题,并结合调研结果,提出了通过服装技术整合来促进泰安市服装企业品牌发展的建议和相应策略,并结合实例进行了探索,以期为泰安市服装企业的技术整合行为提供理论上的参考和实践上的借鉴,加速泰安市服装企业品牌发展的进程,促进泰安市服装产业链经济的发展。本课题的研究可以分为以下三个部分: 第一部分(第1,2章):对课题研究的理论基础部分进行阐述和概括,包括有关品牌的理论和技术整合的相关知识。第二部分(第3,4,5章):结合国内外服装行业发展动态,从泰安市服装企业的实际出发,找出泰安市服装企业品牌经营现状中所存在的问题。针对泰安市服装企业品牌经营现状及存在的问题,总结阐述了区域品牌发展与技术整合的必要性和重要性,提出以服装技术整合(包括企业并购后技术评价、技术选择、技术整合的模式及过程、技术整合绩效评价等内容)为根本核心的适合泰安市区域品牌发展的建议和策略。第三部分(第6,7章):通过实例阐述了品牌规划与技术整合的运作,最后给出了本文的结论。
[Abstract]:In this paper, brand theory, technology integration theory as the theoretical basis of the subject, draw on the existing research results of technology integration, through the field investigation and interviews of clothing enterprises in Tai'an, This paper has accumulated more detailed first-hand information for the clothing enterprises in Taian City to evaluate their brand development and technical status, and then analyzed the current situation and existing problems of the brand development of the clothing enterprises in Taian City, and combined with the results of investigation and research. This paper puts forward some suggestions and corresponding strategies to promote the brand development of clothing enterprises in Taian City through the integration of clothing technology. In order to provide theoretical and practical reference for the technical integration behavior of clothing enterprises in Taian City, accelerate the process of brand development of clothing enterprises in Taian City, and promote the development of clothing industry chain economy in Taian City. The research of this subject can be divided into the following three parts: the first part (Chapter 1: 2): the theoretical basis of the subject is described and summarized, including the related knowledge of brand theory and technology integration. The second part (Chapter 3): according to the domestic and foreign clothing industry development trends, from the actual situation of clothing enterprises in Taian City, to find out the existing problems in the current situation of brand management of clothing enterprises in Taian City. In view of the current situation and existing problems of the brand management of clothing enterprises in Taian City, this paper summarizes the necessity and importance of regional brand development and technology integration, and puts forward the idea of garment technology integration (including technology evaluation after enterprise merger and acquisition, technology choice). The mode and process of technology integration and the performance evaluation of technology integration are the basic core suggestions and strategies suitable for the development of regional brand in Taian city. The third part (Chapter 6: 7) illustrates the operation of brand planning and technology integration through examples, and finally gives the conclusion of this paper.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86

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