本文選題：服裝 + 著名品牌�。� 參考：《北京服裝學(xué)院》2008年碩士論文

【摘要】： 我國(guó)是服裝的生產(chǎn)和出口大國(guó),隨著中國(guó)經(jīng)濟(jì)實(shí)力和國(guó)際影響力的不斷提升,作為最具國(guó)際比較優(yōu)勢(shì)的服裝行業(yè),品牌國(guó)際化也理所當(dāng)然地提上了日程。目前有不少的著名服裝企業(yè)已經(jīng)開(kāi)始著手品牌國(guó)際化戰(zhàn)略的部署,在國(guó)外多個(gè)國(guó)家注冊(cè)了商標(biāo)、參與國(guó)際頂級(jí)時(shí)尚中心的時(shí)裝發(fā)布會(huì)、有的甚至在海外多個(gè)國(guó)家開(kāi)設(shè)了直營(yíng)店,展開(kāi)了邁向品牌國(guó)際化的征程。 本文共分為五個(gè)章節(jié):第一章緒論主要介紹論文的研究背景、意義等;第二章界定服裝品牌國(guó)際化的概念;第三章介紹服裝品牌國(guó)際化的理論依據(jù)及指標(biāo)體系構(gòu)建;第四章介紹品牌國(guó)際化的類(lèi)型,并選取具有代表性的四家企業(yè)進(jìn)行品牌國(guó)際化程度的指標(biāo)分析和蛛網(wǎng)模型分析。第五章總結(jié)了適合中國(guó)服裝企業(yè)的品牌國(guó)際化戰(zhàn)略,其下包括產(chǎn)品策略、商標(biāo)策略、渠道策略、廣告策略和文化溝通策略五個(gè)策略,并詳細(xì)闡述了各策略之間的關(guān)系,為處于不同發(fā)展階段的企業(yè)提出有針對(duì)性的策略實(shí)施方案,供中國(guó)服裝品牌企業(yè)參考借鑒。
[Abstract]:China is a large country in the production and export of clothing. With the continuous improvement of China's economic strength and international influence, as the clothing industry with the most international comparative advantage, brand internationalization has naturally been put on the agenda. At present, many famous garment enterprises have begun to deploy their brand internationalization strategies, registered trademarks in many foreign countries, participated in fashion conferences of the top fashion centers in the world, and some even opened direct stores in many overseas countries. Launched the journey towards the internationalization of the brand. This paper is divided into five chapters: the first chapter introduces the research background and significance of the paper; the second chapter defines the concept of clothing brand internationalization; the third chapter introduces the theoretical basis and index system construction of clothing brand internationalization; Chapter four introduces the types of brand internationalization, and selects four representative enterprises to analyze the index of brand internationalization and the cobweb model. The fifth chapter summarizes the brand internationalization strategy suitable for Chinese garment enterprises, which includes five strategies: product strategy, trademark strategy, channel strategy, advertising strategy and cultural communication strategy. For enterprises in different stages of development proposed targeted implementation of the strategy for Chinese clothing brand enterprises reference.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F426.86

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 袁文娟;奢侈品牌“上海灘”研究[D];上海師范大學(xué);2010年

2 趙松;TANGY Collection品牌國(guó)際化戰(zhàn)略研究與實(shí)踐[D];吉林大學(xué);2012年

3 于翠云;李寧公司品牌國(guó)際化戰(zhàn)略研究[D];福建師范大學(xué);2012年

，

本文編號(hào)：1885249