中国著名服装品牌国际化战略研究

发布时间：2018-05-13 23:14

本文选题：服装 + 著名品牌　；参考：《北京服装学院》2008年硕士论文

【摘要】： 我国是服装的生产和出口大国,随着中国经济实力和国际影响力的不断提升,作为最具国际比较优势的服装行业,品牌国际化也理所当然地提上了日程。目前有不少的著名服装企业已经开始着手品牌国际化战略的部署,在国外多个国家注册了商标、参与国际顶级时尚中心的时装发布会、有的甚至在海外多个国家开设了直营店,展开了迈向品牌国际化的征程。本文共分为五个章节:第一章绪论主要介绍论文的研究背景、意义等;第二章界定服装品牌国际化的概念;第三章介绍服装品牌国际化的理论依据及指标体系构建;第四章介绍品牌国际化的类型,并选取具有代表性的四家企业进行品牌国际化程度的指标分析和蛛网模型分析。第五章总结了适合中国服装企业的品牌国际化战略,其下包括产品策略、商标策略、渠道策略、广告策略和文化沟通策略五个策略,并详细阐述了各策略之间的关系,为处于不同发展阶段的企业提出有针对性的策略实施方案,供中国服装品牌企业参考借鉴。
[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.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.86

【引证文献】