本文關(guān)鍵詞： 轉(zhuǎn)型升級 品牌建設(shè) 皮具加工 中小企業(yè)　出處：《武漢工程大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著近年來全球經(jīng)濟(jì)形勢的持續(xù)低迷,國際外貿(mào)形勢不斷惡化,勞動力成本上升、融資困難、環(huán)境污染、低價競爭以及土地緊缺等問題更趨嚴(yán)重,廣州市花都區(qū)獅嶺鎮(zhèn)皮具加工企業(yè)面臨的轉(zhuǎn)型升級壓力也不斷上升,其轉(zhuǎn)型升級的目標(biāo)模式和實現(xiàn)路徑,是全球價值鏈視野下中國大量“勞動密集型”企業(yè)進(jìn)行轉(zhuǎn)型升級問題研究的典型案例。本文以全球價值鏈分析、價值鏈治理模式和企業(yè)品牌戰(zhàn)略等經(jīng)濟(jì)理論為基礎(chǔ),對獅嶺皮具加工企業(yè)的發(fā)展概況、在全球價值鏈中的分工地位以及全球經(jīng)濟(jì)低迷與國際市場需求萎縮等挑戰(zhàn)因素進(jìn)行深入分析,并對數(shù)百家企業(yè)進(jìn)行問卷調(diào)查,總結(jié)出人才短缺和勞動力成本上升、技術(shù)創(chuàng)新和規(guī)范化管理能力不強(qiáng)、市場開發(fā)和品牌建設(shè)能力不強(qiáng)、融資難融資貴、土地資源短缺等普遍性問題和瓶頸。綜合來看,獅嶺皮具加工企業(yè)轉(zhuǎn)型升級的最佳方式是延伸產(chǎn)業(yè)鏈,促使其加工貿(mào)易模式由OEM向ODM,最后朝OBM轉(zhuǎn)變,重點提升箱包產(chǎn)品的設(shè)計研發(fā)能力和品牌營銷能力。具體來說,文章針對性提出了加大產(chǎn)品設(shè)計和研發(fā)力度、積極提升區(qū)域品牌的影響力和知名度、大力實施企業(yè)品牌戰(zhàn)略、提供融資與金融支持、加快電子商務(wù)發(fā)展、加強(qiáng)政策扶持和支撐體系等解決思路和方法。本文還著重對企業(yè)品牌戰(zhàn)略的實施路徑和關(guān)鍵環(huán)節(jié)進(jìn)行了闡述探討,并列舉了成功實施品牌戰(zhàn)略的典型案例,為獅嶺皮具加工企業(yè)的品牌發(fā)展之路提供了有益借鑒。
[Abstract]:With the continuous downturn of the global economic situation in recent years, the international foreign trade situation continues to deteriorate, labor costs rise, financing difficulties, environmental pollution, low price competition and land shortage become more and more serious. Guangzhou Huadu District Shiling Town leather processing enterprises are facing the pressure of transformation and upgrading is also rising, its transformation and upgrading of the target mode and realization path. It is a typical case to study the transformation and upgrading of a large number of "labor-intensive" enterprises in China under the view of global value chain. On the basis of economic theories such as value chain governance model and enterprise brand strategy, the development of Shiling leather goods processing enterprises is reviewed. The role of division of labor in the global value chain, the global economic downturn and shrinking international market demand, and other challenges factors in-depth analysis, and hundreds of enterprises to carry out a questionnaire survey. Summed up the shortage of talent and rising labor costs, technical innovation and standardized management capacity is not strong, market development and brand building capacity is not strong, financing is difficult to finance expensive. Generally speaking, the best way for Shiling leather processing enterprises to transform and upgrade is to extend the industrial chain and promote its processing trade model from OEM to ODM. Finally, the transition to OBM, focusing on enhancing the design and development of luggage products and brand marketing capabilities. Specifically, the article proposed to increase product design and R & D efforts. Actively promote the influence and popularity of regional brands, vigorously implement corporate brand strategy, provide financing and financial support, and accelerate the development of e-commerce. Strengthen the policy support and support system and other solutions. This paper also focuses on the implementation of corporate brand strategy path and key links are discussed, and listed the successful implementation of brand strategy typical cases. It provides a useful reference for the brand development of Shiling leather processing enterprises.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F426.85

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