本文選題：康奈集團(tuán)有限公司 + 轉(zhuǎn)型升級(jí)��； 參考：《浙江理工大學(xué)》2013年碩士論文

【摘要】：近年來(lái)國(guó)內(nèi)外政治、經(jīng)濟(jì)形勢(shì)的劇烈變化使轉(zhuǎn)型升級(jí)成為國(guó)內(nèi)政府、企業(yè)界最常提到的熱點(diǎn)議題之一，經(jīng)濟(jì)轉(zhuǎn)型、產(chǎn)業(yè)升級(jí)成為時(shí)下的高頻詞。企業(yè)的轉(zhuǎn)型升級(jí)是經(jīng)濟(jì)轉(zhuǎn)型、產(chǎn)業(yè)升級(jí)的微觀層面和落腳點(diǎn)。民營(yíng)企業(yè)作為國(guó)民經(jīng)濟(jì)和現(xiàn)代社會(huì)生產(chǎn)的重要部分，它的轉(zhuǎn)型升級(jí)和快速發(fā)展是我國(guó)改變經(jīng)濟(jì)增長(zhǎng)方式和拉動(dòng)內(nèi)需的必然要求，也是民營(yíng)企業(yè)突破發(fā)展局限、增強(qiáng)企業(yè)競(jìng)爭(zhēng)力的自身需要。受全球金融危機(jī)影響，溫州民間借貸危機(jī)爆發(fā)，進(jìn)一步加速了溫州金融改革和溫州民營(yíng)經(jīng)濟(jì)的轉(zhuǎn)型發(fā)展。溫州鞋業(yè)產(chǎn)業(yè)集群作為溫州民營(yíng)經(jīng)濟(jì)的重要組成部分，其轉(zhuǎn)型升級(jí)的情況關(guān)系溫州經(jīng)濟(jì)的持續(xù)發(fā)展，它的發(fā)展路徑探索亟需理論指導(dǎo)。 本文的研究對(duì)象康奈集團(tuán)有限公司是中國(guó)制鞋企業(yè)的代表，是溫州民營(yíng)企業(yè)中最具代表性的企業(yè)之一。在康奈集團(tuán)有限公司轉(zhuǎn)型升級(jí)的過(guò)程中，企業(yè)走過(guò)了中國(guó)改革開(kāi)放以來(lái)中國(guó)鞋企從無(wú)到有、從無(wú)牌到創(chuàng)牌、從引進(jìn)到模仿、從低成本到差異化、從國(guó)內(nèi)走向國(guó)際、從樹(shù)立品牌形象到品牌走向國(guó)際化的過(guò)程，經(jīng)歷了在技術(shù)、品牌、市場(chǎng)全方位的發(fā)展變革。康奈集團(tuán)有限公司一步步從只有幾個(gè)人的皮鞋作坊發(fā)展到擁有幾萬(wàn)員工的大集團(tuán)公司，在轉(zhuǎn)型升級(jí)道路上的每一個(gè)關(guān)鍵時(shí)刻都做出了正確的戰(zhàn)略決定。本文回顧了康奈集團(tuán)有限公司成立以來(lái)企業(yè)發(fā)展的四個(gè)重要階段，并重點(diǎn)對(duì)現(xiàn)階段（2008年至2012年）康奈集團(tuán)有限公司的轉(zhuǎn)型升級(jí)路徑進(jìn)行深入分析。當(dāng)前，康奈集團(tuán)有限公司推出品牌戰(zhàn)略，以品牌升級(jí)為切入點(diǎn)，，推出皮鞋高端品牌“康奈世家”，以點(diǎn)帶面地進(jìn)行企業(yè)整體轉(zhuǎn)型、系統(tǒng)升級(jí)，在探索中走出了一條“品牌能力擴(kuò)張、市場(chǎng)能力擴(kuò)張和技術(shù)能力擴(kuò)張相結(jié)合的”轉(zhuǎn)型升級(jí)道路，其具體的措施和做法有諸多亮點(diǎn)，企業(yè)保持了較快的成長(zhǎng)性和較高的營(yíng)業(yè)額增長(zhǎng)速度，使企業(yè)的轉(zhuǎn)型升級(jí)取得實(shí)效。 本文在回顧國(guó)內(nèi)外轉(zhuǎn)型升級(jí)理論和目前企業(yè)轉(zhuǎn)型升級(jí)路徑研究的基礎(chǔ)上，通過(guò)對(duì)康奈集團(tuán)有限公司轉(zhuǎn)型升級(jí)的路徑進(jìn)行研究，挖掘企業(yè)轉(zhuǎn)型升級(jí)的成功要素，探索中國(guó)鞋類(lèi)企業(yè)轉(zhuǎn)型發(fā)展的路徑和方向并得出結(jié)論，為中國(guó)其他大中型鞋類(lèi)企業(yè)的轉(zhuǎn)型升級(jí)提供有益的借鑒參考。
[Abstract]:In recent years, the drastic changes of the political and economic situation at home and abroad have made the transformation and upgrading become one of the most frequently mentioned hot issues in the domestic government, and the economic transformation and industrial upgrading have become the high-frequency words nowadays. The transformation and upgrading of enterprises is the micro level and foothold of economic transformation and industrial upgrading. As an important part of the national economy and modern social production, private enterprises, whose transformation, upgrading and rapid development, are the inevitable requirements for changing the mode of economic growth and stimulating domestic demand, as well as for private enterprises to break through the limits of development. To enhance the competitiveness of enterprises their own needs. Under the influence of the global financial crisis, Wenzhou private lending crisis broke out, which further accelerated the financial reform and the transformation and development of Wenzhou private economy. Wenzhou shoe industry cluster as an important part of Wenzhou private economy, its transformation and upgrading is related to the sustainable development of Wenzhou economy, and the exploration of its development path is in urgent need of theoretical guidance. The research object of this paper is Kangnai Group Co., Ltd., which is the representative of Chinese shoemaking enterprises and one of the most representative enterprises in Wenzhou private enterprises. In the process of transformation and upgrading of Kangnai Group Co., Ltd., the enterprises have gone through the process of Chinese shoe enterprises from nothing to existence since China's reform and opening up, from unlicensed to creative, from introduction to imitation, from low cost to differentiation, from domestic to international. From establishing brand image to internationalizing brand, we have experienced all-round development and transformation in technology, brand and market. Kangnai Group Co., Ltd., has made the right strategic decision at every critical moment on the road of transformation and upgrading from a shoe-making workshop with only a few people to a large group with tens of thousands of employees. This paper reviews the four important stages of the development of Kangnai Group Co., Ltd. since its establishment, and focuses on the in-depth analysis of the transformation and upgrading path of Kangnai Group Co., Ltd. at this stage (from 2008 to 2012). At present, Kangnai Group Co., Ltd. has launched its brand strategy, taking brand upgrading as a breakthrough point, introducing the high-end brand of leather shoes, "Kangnai Shijia", in order to carry out the overall transformation of the enterprise and upgrade the system. In the course of exploration, we have walked a "brand ability expansion, market ability expansion and technological ability expansion" transformation and upgrading road, its specific measures and practices have many bright spots, Enterprises maintain faster growth and higher turnover growth, so that the transformation and upgrading of enterprises to achieve practical results. On the basis of reviewing the theory of transformation and upgrading at home and abroad and the current research on the path of enterprise transformation and upgrading, this paper studies the path of transformation and upgrading of Kangnai Group Co., Ltd., and excavates the successful elements of enterprise transformation and upgrading. This paper explores the path and direction of the transformation and development of Chinese footwear enterprises and draws a conclusion, which provides a useful reference for the transformation and upgrading of other large and medium-sized footwear enterprises in China.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F272;F426.86

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