本文選題：女裝　切入點：代工企業(yè)　出處：《浙江理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著近幾年外貿(mào)環(huán)境的持續(xù)下行,各個核心要素處于產(chǎn)業(yè)鏈低端環(huán)節(jié)的國內(nèi)女裝代工企業(yè)面臨著盈利能力不強,經(jīng)營主動權(quán)無從掌握的困境。在這種情況下,國內(nèi)女裝代工企業(yè)必須考慮創(chuàng)建自有品牌才是解決目前困局的正確方法,而創(chuàng)建品牌也是服裝代工轉(zhuǎn)型升級的國際經(jīng)驗。本文嘗試對代工向品牌化升級研究的文獻(xiàn)資料進(jìn)行概括歸納的基礎(chǔ)上,利用豐富的數(shù)據(jù)資料和個企訪談?wù){(diào)研經(jīng)歷,深入研究國內(nèi)服裝代加工企業(yè)轉(zhuǎn)型品牌化高端發(fā)展模式的契合路徑選擇及其實現(xiàn)策略。首先,介紹了我國女裝企業(yè)所處的內(nèi)外環(huán)境以及發(fā)展現(xiàn)狀,接著在現(xiàn)有研究的基礎(chǔ)上運用品牌創(chuàng)建理論、品牌演進(jìn)路徑模式分析了相關(guān)完成品牌創(chuàng)建的路徑選擇種類,并闡述了國內(nèi)外服裝代工企業(yè)完成品牌創(chuàng)建的發(fā)展歷程,指出創(chuàng)建自有品牌是我國女裝代工企業(yè)突圍代工困局的必然趨勢。其次,運用文獻(xiàn)研究法、歸納演繹法、比較研究法等詳細(xì)探討了企業(yè)走品牌化的路徑選擇范疇及其策略,并分析了各種路徑適應(yīng)環(huán)境和制約條件,進(jìn)而本文歸納構(gòu)建了女裝代工企業(yè)取得自有品牌的三種創(chuàng)建路徑及其策略模式。為了印證前述構(gòu)建的創(chuàng)牌模式對于企業(yè)實踐的指導(dǎo)作用,本文運用個案例研究法選取了A女裝代工企業(yè)案例進(jìn)行詳細(xì)研究剖析,更加形象地展示代工企業(yè)如何運用路徑組合完成自己的品牌戰(zhàn)略過程。最后,基于前文的分析論述,本文指出案例A企業(yè)所走路徑的效果預(yù)期較差,總結(jié)其存在的問題。本文緊接著對A女裝代工企業(yè)的虛擬經(jīng)營階段路徑策略進(jìn)行了局部調(diào)整,增加了路徑選擇的豐富度,而策略上A企業(yè)在沿用原先方式的基礎(chǔ)上主要在營銷手段和市場挖掘深度做了優(yōu)化,進(jìn)而使其更加符合A企業(yè)的品牌化進(jìn)程。
[Abstract]:With the continuous downward trend of the foreign trade environment in recent years, the domestic women's wear industry enterprises whose core elements are at the low end of the industrial chain are faced with a difficult situation in which their profitability is not strong and their business initiative cannot be grasped. In this case, Domestic women's wear contract enterprises must consider creating their own brands as the correct way to solve the current difficulties. The creation of brand is also the international experience of garment industry transformation and upgrading. This paper attempts to generalize the literature of the research on brand upgrading from contract to brand, using abundant data and personal interview and research experience. This paper deeply studies the suitable path choice and the realization strategy of the brand high-end development mode in the transformation of domestic garment processing enterprises. Firstly, it introduces the internal and external environment and the present development situation of the women's wear enterprises in China. Then on the basis of the existing research, using the brand creation theory, brand evolution path model analysis of the path to complete the brand establishment of the type of path, and elaborated the domestic and foreign garment contract enterprises to complete the brand creation development process. It is pointed out that the establishment of private brand is the inevitable trend of breaking through the difficulties of contract manufacturing in China's women's wear contract industry enterprises. Secondly, this paper discusses in detail the categories and strategies of the path selection of enterprises' branding by using the methods of literature research, induction and deduction, comparative research and so on. And analyzed the various paths to adapt to the environment and constraints, In order to confirm the guiding role of the above mentioned brand creation model for enterprises, this paper summarizes and constructs three ways and strategies for women's fashion contract enterprises to obtain their own brands. This paper uses a case study method to select A women's wear contract enterprise case for detailed research and analysis, more vividly shows how to use path combination to complete their own brand strategy process. Finally, based on the previous analysis and discussion, This paper points out that the effect of the path taken by A enterprise is poor, and summarizes the existing problems. Then, this paper adjusts the path strategy of the virtual management stage of A women's clothing contract enterprise, and increases the richness of path selection. On the basis of using the original method, Enterprise A optimizes the marketing means and the depth of the market mining, and makes it more in line with the brand process of the A enterprise.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F426.86

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本文編號：1651745