市场营销毕业论文-我国服装企业培育自主品牌面临的问题及对策分析.doc

精品资料
教学单位经济与管理学院
学生学号
本科毕业论文(设计)
题目我国服装企业培育自主品牌创自主
品牌面临的问题和分析对策
学生姓名
专业名称市场营销
指导教师
2012年12月15日
我国服装企业培育自主品牌面临的问题及对策分析
摘要:21实际是经济竞争的时代,经济竞争不仅体现在宏观层面的国与国之间,而且体现在中观层面的产业与产业之间,更是微观的企业与企业、品牌与品牌之间的竞争。从这个角度来讲,培养具有较强国际竞争力的企业和享有国际知名度的自主品牌是任何一个国家增强经济实力、提升国际地位的必然战略选择。
我国服装企业目前还处于一种单纯依赖劳动力比较占优势的低成本、规模化发展阶段,虽然产量和出口均居世界第一,但是服装企业规模普遍很小,竞争力不强,品牌经营落后,计数创新能力薄弱,这从根本上制约了我国经济实力的增强和国际地位的提升,也不利于国民经济的长远持续发展。所以,本文在对我国服装企业现实环境分析的基础上认为我国服装企业发展的出路在于必须从长远战略的角度来思考品牌问题,强调了创建自主服装品牌的重要性和战略意义,并构思了操作的思路原则和具体措施。
从具体研究线路来看,本文以我国服装为研究对象,以创建自主品牌为战略出发点,通过对我国服装企业所面临的环境和现状分析,提出我国服装企业自主品牌创建的目标及原则,并在塌实战略要素的同时从战略措施入手为我国服装企业自主品牌创建提出较为可行的战略选择。
关键字:服装企业;创建自主品牌;问题;对策
China's clothing enterprises to cultivate their own brand problem and countermeasure analysis
Abstract:The 21st century is an era of petition. 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 petition. From this perspective , Training with strong 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 parative advantage of low-cost, large-scale 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 long-term 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 long-term strategic point of view to consider brand, emphasizing the