A女装代工企业产品品牌化路径和策略研究

发布时间：2018-03-23 03:36

  本文选题：女装　切入点：代工企业　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着近几年外贸环境的持续下行,各个核心要素处于产业链低端环节的国内女装代工企业面临着盈利能力不强,经营主动权无从掌握的困境。在这种情况下,国内女装代工企业必须考虑创建自有品牌才是解决目前困局的正确方法,而创建品牌也是服装代工转型升级的国际经验。本文尝试对代工向品牌化升级研究的文献资料进行概括归纳的基础上,利用丰富的数据资料和个企访谈调研经历,深入研究国内服装代加工企业转型品牌化高端发展模式的契合路径选择及其实现策略。首先,介绍了我国女装企业所处的内外环境以及发展现状,接着在现有研究的基础上运用品牌创建理论、品牌演进路径模式分析了相关完成品牌创建的路径选择种类,并阐述了国内外服装代工企业完成品牌创建的发展历程,指出创建自有品牌是我国女装代工企业突围代工困局的必然趋势。其次,运用文献研究法、归纳演绎法、比较研究法等详细探讨了企业走品牌化的路径选择范畴及其策略,并分析了各种路径适应环境和制约条件,进而本文归纳构建了女装代工企业取得自有品牌的三种创建路径及其策略模式。为了印证前述构建的创牌模式对于企业实践的指导作用,本文运用个案例研究法选取了A女装代工企业案例进行详细研究剖析,更加形象地展示代工企业如何运用路径组合完成自己的品牌战略过程。最后,基于前文的分析论述,本文指出案例A企业所走路径的效果预期较差,总结其存在的问题。本文紧接着对A女装代工企业的虚拟经营阶段路径策略进行了局部调整,增加了路径选择的丰富度,而策略上A企业在沿用原先方式的基础上主要在营销手段和市场挖掘深度做了优化,进而使其更加符合A企业的品牌化进程。
[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.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.86

【参考文献】

中国期刊全文数据库 前10条

1 潘蕾;吴晶;;买手店与独立服装品牌合作研究[J];西部皮革;2016年22期

2 葛晓鸣;;小微企业依托集群效应创建品牌的路径分析——以大连金普新区为例[J];对外经贸;2016年09期

3 葛蓓;;构筑中国服装品牌实力的途径[J];毛纺科技;2016年09期

4 尚涛;;全球价值链中代工企业能力转型、持续升级与支撑机制构建[J];中国科技论坛;2016年06期

5 沈烨;刘s，

本文编号：1651745