中國(guó)服裝品牌的國(guó)際化研究
發(fā)布時(shí)間：2018-10-20 06:47
【摘要】： 中國(guó)是服裝制造和消費(fèi)大國(guó),然而服裝行業(yè)卻長(zhǎng)劃以來(lái)一直停留在附加值較低的貼牌加工等低端產(chǎn)業(yè)鏈上,以至于有著悠久厚重文化藝術(shù)歷史的中國(guó)卻沒有在世界服裝市場(chǎng)上叫的響的品牌。在全球經(jīng)濟(jì)一體化的大環(huán)境下,服裝市場(chǎng)競(jìng)爭(zhēng)日趨激烈,如何讓中國(guó)的服裝品牌在競(jìng)爭(zhēng)中求發(fā)展,如何在服裝這個(gè)充滿文化內(nèi)涵的行業(yè)塑造自己的世界級(jí)品牌,本文通過(guò)三部分的論述,分析了中國(guó)服裝品牌國(guó)際化采取品牌戰(zhàn)略的必要性。第1章為第一部分,第2—6章為第二部分,第7章為第三部分。 第一部分通過(guò)從時(shí)間、空間、動(dòng)態(tài)營(yíng)銷以及品牌的輸出等方面的描述,解析了品牌國(guó)際化的概念;用定量和定性的方法通過(guò)衡量品牌國(guó)際化的標(biāo)準(zhǔn),揭示了品牌國(guó)際化的實(shí)質(zhì)是國(guó)際市場(chǎng)對(duì)品牌大范圍的認(rèn)可和接受。 第二部分,通過(guò)分析目前中國(guó)服裝行業(yè)的現(xiàn)狀——是服裝制造大國(guó),但在國(guó)際上尚缺乏令人矚目的服裝品牌,品牌策劃整體流程混亂、管理不科學(xué)、定位不清晰和文化內(nèi)涵普遍缺乏,還要面對(duì)全球經(jīng)濟(jì)一體化的大環(huán)境下世界服裝品牌來(lái)勢(shì)兇猛的挑戰(zhàn)——指出了中國(guó)服裝品牌以及服裝企業(yè)國(guó)際化的必要性,中國(guó)服裝品牌國(guó)際化既是企業(yè)生存發(fā)展無(wú)法回避的課題,更是在弘揚(yáng)民族文化、挖掘文化內(nèi)涵的層面有重要?dú)v史意義。中國(guó)服裝行業(yè)目前是困境和希望并存,雖然上述現(xiàn)狀急需改變,但發(fā)展空間和發(fā)展優(yōu)勢(shì)也不可小視,雖存在著近年來(lái)來(lái)自越南、印度的競(jìng)爭(zhēng),但仍然相對(duì)低廉的勞動(dòng)力成本、豐富的自然資源以及厚重的歷史、文化、藝術(shù)積淀,這些將是中國(guó)服裝產(chǎn)業(yè)振興、服裝品牌樹立的肥沃土壤。然而,在服裝品牌國(guó)際化的進(jìn)程中,中國(guó)企業(yè)也不可避免地會(huì)遭遇來(lái)自目標(biāo)國(guó)經(jīng)濟(jì)、管理、體制和文化等方面的障礙與壁壘。針對(duì)這些困難,本文指出了品牌戰(zhàn)略在國(guó)際化過(guò)程中高屋建瓴的航標(biāo)作用,給中國(guó)品牌國(guó)際化的策略提供了有效路徑。在該戰(zhàn)略中,品牌的本土化是核心,通過(guò)企業(yè)的快速反應(yīng)和品牌的文化內(nèi)涵的開發(fā)的協(xié)同作用,將可以把品牌國(guó)際化前進(jìn)道路上的困難降到最低。 最后,第三部分,通過(guò)中外服裝品牌國(guó)際化的比較分析,如意大利的GUCCI、西班牙的ZARA、德國(guó)的CA、中國(guó)的李寧和柒牌等,印證了本文提出的中國(guó)服裝品牌國(guó)際化的策略的有效性,最終總結(jié)出了中國(guó)若創(chuàng)建世界級(jí)服裝品牌需要重點(diǎn)關(guān)注品牌策略的三個(gè)方面:品牌本土化、企業(yè)的快速反應(yīng)能力以及品牌的文化內(nèi)涵的深度挖掘。
[Abstract]:China is a large country in garment manufacturing and consumption. However, the garment industry has been stuck in low-end industrial chains such as low value-added labeling and processing for a long time. Even with a long history of culture and art, China has no brand name in the world clothing market. In the global economic integration environment, the clothing market competition is becoming increasingly fierce, how to let the Chinese clothing brand in the competition for development, how to build their own world-class brand in the clothing industry, which is full of cultural connotations. This paper analyzes the necessity of adopting brand strategy in the internationalization of Chinese clothing brand through the discussion of three parts. Chapter 1 is the first part, Chapter 2-6 is the second part, Chapter 7 is the third part. The first part analyzes the concept of brand internationalization through the description of time, space, dynamic marketing and brand output, and uses quantitative and qualitative methods to measure the standards of brand internationalization. It reveals that the essence of brand internationalization is the recognition and acceptance of the brand in a wide range in the international market. The second part, through the analysis of the current situation of the clothing industry in China, which is a large country of garment manufacturing, but there is still a lack of eye-catching clothing brands in the world, the overall process of brand planning is chaotic, the management is not scientific, The orientation is not clear and the cultural connotation is generally lacking, and facing the fierce challenge of the world clothing brand under the environment of global economic integration, it points out the necessity of the internationalization of the Chinese clothing brand and the clothing enterprise. The internationalization of Chinese clothing brands is not only an unavoidable task for the survival and development of enterprises, but also an important historical significance in carrying forward the national culture and excavating the cultural connotation. At present, China's garment industry is facing difficulties and hopes. Although the above situation urgently needs to be changed, the space for development and the advantages of development should not be underestimated. Although there has been competition from Vietnam and India in recent years, the labor costs are still relatively low. Rich natural resources and rich history, culture, art accumulation, these will be China's clothing industry revitalization, clothing brand set up fertile soil. However, in the process of internationalization of clothing brands, Chinese enterprises will inevitably encounter obstacles and barriers from the target countries such as economy, management, system and culture. In view of these difficulties, this paper points out the strategic role of brand strategy in the process of internationalization, which provides an effective path for the strategy of Chinese brand internationalization. In this strategy, the localization of brand is the core. Through the rapid response of enterprises and the synergy of the development of cultural connotation of brand, the difficulties on the way forward of brand internationalization can be reduced to the minimum. Finally, the third part, through the comparative analysis of the internationalization of Chinese and foreign clothing brands, such as Italy's GUCCI, ZARA, of Spain, CA, of Germany, Li Ning of China and Qi brand, has proved the effectiveness of the strategy of internationalization of Chinese clothing brands put forward in this paper. Finally, three aspects of brand strategy should be paid more attention to if China is to establish world-class clothing brand: brand localization, rapid reaction ability of enterprises and deep excavation of cultural connotation of brand.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F426.86
本文編號(hào)：2282356
[Abstract]:China is a large country in garment manufacturing and consumption. However, the garment industry has been stuck in low-end industrial chains such as low value-added labeling and processing for a long time. Even with a long history of culture and art, China has no brand name in the world clothing market. In the global economic integration environment, the clothing market competition is becoming increasingly fierce, how to let the Chinese clothing brand in the competition for development, how to build their own world-class brand in the clothing industry, which is full of cultural connotations. This paper analyzes the necessity of adopting brand strategy in the internationalization of Chinese clothing brand through the discussion of three parts. Chapter 1 is the first part, Chapter 2-6 is the second part, Chapter 7 is the third part. The first part analyzes the concept of brand internationalization through the description of time, space, dynamic marketing and brand output, and uses quantitative and qualitative methods to measure the standards of brand internationalization. It reveals that the essence of brand internationalization is the recognition and acceptance of the brand in a wide range in the international market. The second part, through the analysis of the current situation of the clothing industry in China, which is a large country of garment manufacturing, but there is still a lack of eye-catching clothing brands in the world, the overall process of brand planning is chaotic, the management is not scientific, The orientation is not clear and the cultural connotation is generally lacking, and facing the fierce challenge of the world clothing brand under the environment of global economic integration, it points out the necessity of the internationalization of the Chinese clothing brand and the clothing enterprise. The internationalization of Chinese clothing brands is not only an unavoidable task for the survival and development of enterprises, but also an important historical significance in carrying forward the national culture and excavating the cultural connotation. At present, China's garment industry is facing difficulties and hopes. Although the above situation urgently needs to be changed, the space for development and the advantages of development should not be underestimated. Although there has been competition from Vietnam and India in recent years, the labor costs are still relatively low. Rich natural resources and rich history, culture, art accumulation, these will be China's clothing industry revitalization, clothing brand set up fertile soil. However, in the process of internationalization of clothing brands, Chinese enterprises will inevitably encounter obstacles and barriers from the target countries such as economy, management, system and culture. In view of these difficulties, this paper points out the strategic role of brand strategy in the process of internationalization, which provides an effective path for the strategy of Chinese brand internationalization. In this strategy, the localization of brand is the core. Through the rapid response of enterprises and the synergy of the development of cultural connotation of brand, the difficulties on the way forward of brand internationalization can be reduced to the minimum. Finally, the third part, through the comparative analysis of the internationalization of Chinese and foreign clothing brands, such as Italy's GUCCI, ZARA, of Spain, CA, of Germany, Li Ning of China and Qi brand, has proved the effectiveness of the strategy of internationalization of Chinese clothing brands put forward in this paper. Finally, three aspects of brand strategy should be paid more attention to if China is to establish world-class clothing brand: brand localization, rapid reaction ability of enterprises and deep excavation of cultural connotation of brand.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F426.86
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前2條
1 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
2 徐曉寅;物聯(lián)網(wǎng)下品牌服裝協(xié)同系統(tǒng)設(shè)計(jì)與實(shí)現(xiàn)[D];東華大學(xué);2013年
，本文編號(hào)：2282356
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