本文關(guān)鍵詞：邵陽(yáng)中小服裝企業(yè)走品牌化之路探索　出處：《湖南師范大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：邵陽(yáng)服裝企業(yè)興起于上個(gè)世紀(jì)九十年代,紅極一時(shí),衰弱于沿海地區(qū)的改革開(kāi)放。而今天,服裝產(chǎn)業(yè)發(fā)展正在形成由沿海向內(nèi)地的梯度轉(zhuǎn)移。邵陽(yáng)作為一個(gè)中部地區(qū)的三線(xiàn)城市,在承載服裝產(chǎn)業(yè)轉(zhuǎn)移中展現(xiàn)出他特有的優(yōu)勢(shì)：豐富的勞動(dòng)力、技術(shù)資源,便利的交通,政府政策的支持等。服裝產(chǎn)業(yè)的轉(zhuǎn)移也加快了面料、輔料、設(shè)備等及其它相關(guān)的市場(chǎng)進(jìn)行內(nèi)地轉(zhuǎn)移,從而改善邵陽(yáng)服裝企業(yè)散、小、品種單一的現(xiàn)狀,使得邵陽(yáng)中小服裝企業(yè)品牌化成為可能。服裝品牌的研究在中國(guó)的時(shí)間并不長(zhǎng),但也涌現(xiàn)出許多的學(xué)者從理論與企業(yè)實(shí)踐的角度進(jìn)行闡述,這些理論的由來(lái)或者案例源自沿海城市。而作為中西部地區(qū)而言,在服裝產(chǎn)業(yè)向內(nèi)地轉(zhuǎn)移的今天,邵陽(yáng)服裝遇到了前所未有的機(jī)遇。服裝企業(yè)如何突破自身的發(fā)展,從低端的市場(chǎng)占有量上升到中高端服裝,服裝品牌的建設(shè)迫在眉捷。如何結(jié)合自身的優(yōu)點(diǎn),不斷改善自身弱點(diǎn),重塑昔日服裝產(chǎn)業(yè)的繁榮,實(shí)現(xiàn)邵陽(yáng)服裝品牌發(fā)展是區(qū)域經(jīng)濟(jì)發(fā)展必須思考的問(wèn)題,也是不斷的探索、求知、總結(jié)經(jīng)驗(yàn)教訓(xùn),尋求中西部地區(qū)服裝品牌發(fā)展的策略。 論文從中西部地區(qū)經(jīng)濟(jì)發(fā)展的角度出發(fā),以中小服裝加工企業(yè)向品牌化發(fā)展為核心,全面的梳理了邵陽(yáng)服裝企業(yè)所處的產(chǎn)業(yè)環(huán)境、發(fā)展優(yōu)勢(shì)、所處區(qū)域的發(fā)展劣勢(shì)等。通過(guò)對(duì)邵陽(yáng)服裝企業(yè)的現(xiàn)狀調(diào)查分析,總結(jié)了溫州服裝企業(yè)的品牌化建設(shè)經(jīng)驗(yàn),及周邊株洲女褲的品牌建設(shè)經(jīng)驗(yàn),得到邵陽(yáng)服裝企業(yè)品牌的建設(shè)的核心是人的培養(yǎng)、服裝品牌的品質(zhì)與營(yíng)銷(xiāo)。在具體的論述過(guò)程中,論文從品牌服裝企業(yè)的發(fā)展需要從品牌文化,品牌品質(zhì),市場(chǎng)營(yíng)銷(xiāo),政府支持,人才引進(jìn)等方面增加其在市場(chǎng)中的競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:Shaoyang garment enterprises emerged in the last century in 90s, a decline in the coastal areas, the reform and opening up. Today, the development of garment industry is in the form of transfer from the coast to the mainland. The gradient of Shaoyang as a central region of the three line of the city, carrying the clothing industry transfer to show his unique advantages: abundant labor force technology, resources, convenient transportation, government policy support. The garment industry is also accelerating the transfer of fabrics, accessories, and other equipment for the transfer of the relevant market, thereby improving the Shaoyang garment enterprises scattered, small, single status variety, make the brand in small and medium-sized clothing enterprises in Shaoyang become possible. Study on clothing brand in the China time is not long, but also the emergence of many scholars described from theory and practice angle, the theory origin or from the coastal city of the case. For the central and western regions, the transfer to the mainland in the clothing industry today, Shaoyang clothing encountered hitherto unknown opportunities. Clothing enterprises how to break through their own development, the market share increased from low-end to high-end clothing, clothing brand construction is in urgent. How to combine their own advantages, and constantly improve their own weaknesses, reshape the former the clothing industry's prosperity, the realization of Shaoyang clothing brand development is the reflection of regional economic development must be the problem, is also constantly exploring, learning, experience, strategy for regional development in the central and Western clothing brand.
From the perspective of economic development in the central and western regions, with small and medium-sized garment processing enterprises to the brand development as the core, the comprehensive analysis of Shaoyang garment enterprises in the industrial environment, development advantages, the development of inferior region. Through the investigation of present situation of Shaoyang apparel industry analysis, summarizes the Wenzhou clothing enterprise's brand the construction experience, and experience around the Zhuzhou pants brand core construction Shaoyang garment enterprise brand is the human culture, quality and marketing of clothing brand. In detail, this paper from the brand culture, brand quality, marketing, government support from the development of the brand clothing enterprise, increase its competitive advantage in the market, the introduction of talent.

【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.86;F274

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