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】： 我國是服裝的生產(chǎn)和出口大國,隨著中國經(jīng)濟實力和國際影響力的不斷提升,作為最具國際比較優(yōu)勢的服裝行業(yè),品牌國際化也理所當(dāng)然地提上了日程。目前有不少的著名服裝企業(yè)已經(jīng)開始著手品牌國際化戰(zhàn)略的部署,在國外多個國家注冊了商標、參與國際頂級時尚中心的時裝發(fā)布會、有的甚至在海外多個國家開設(shè)了直營店,展開了邁向品牌國際化的征程。 本文共分為五個章節(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際化的概念;第三章介紹服裝品牌國際化的理論依據(jù)及指標體系構(gòu)建;第四章介紹品牌國際化的類型,并選取具有代表性的四家企業(yè)進行品牌國際化程度的指標分析和蛛網(wǎng)模型分析。第五章總結(jié)了適合中國服裝企業(yè)的品牌國際化戰(zhàn)略,其下包括產(chǎn)品策略、商標策略、渠道策略、廣告策略和文化溝通策略五個策略,并詳細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)提出有針對性的策略實施方案,供中國服裝品牌企業(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)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F426.86

【引證文獻】

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品牌國際化戰(zhàn)略研究與實踐[D];吉林大學(xué);2012年

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

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本文編號：1885249