中国服装品牌的国际化研究
发布时间：2018-10-20 06:47
【摘要】： 中国是服装制造和消费大国,然而服装行业却长划以来一直停留在附加值较低的贴牌加工等低端产业链上,以至于有着悠久厚重文化艺术历史的中国却没有在世界服装市场上叫的响的品牌。在全球经济一体化的大环境下,服装市场竞争日趋激烈,如何让中国的服装品牌在竞争中求发展,如何在服装这个充满文化内涵的行业塑造自己的世界级品牌,本文通过三部分的论述,分析了中国服装品牌国际化采取品牌战略的必要性。第1章为第一部分,第2—6章为第二部分,第7章为第三部分。 第一部分通过从时间、空间、动态营销以及品牌的输出等方面的描述,解析了品牌国际化的概念;用定量和定性的方法通过衡量品牌国际化的标准,揭示了品牌国际化的实质是国际市场对品牌大范围的认可和接受。 第二部分,通过分析目前中国服装行业的现状——是服装制造大国,但在国际上尚缺乏令人瞩目的服装品牌,品牌策划整体流程混乱、管理不科学、定位不清晰和文化内涵普遍缺乏,还要面对全球经济一体化的大环境下世界服装品牌来势凶猛的挑战——指出了中国服装品牌以及服装企业国际化的必要性,中国服装品牌国际化既是企业生存发展无法回避的课题,更是在弘扬民族文化、挖掘文化内涵的层面有重要历史意义。中国服装行业目前是困境和希望并存,虽然上述现状急需改变,但发展空间和发展优势也不可小视,虽存在着近年来来自越南、印度的竞争,但仍然相对低廉的劳动力成本、丰富的自然资源以及厚重的历史、文化、艺术积淀,这些将是中国服装产业振兴、服装品牌树立的肥沃土壤。然而,在服装品牌国际化的进程中,中国企业也不可避免地会遭遇来自目标国经济、管理、体制和文化等方面的障碍与壁垒。针对这些困难,本文指出了品牌战略在国际化过程中高屋建瓴的航标作用,给中国品牌国际化的策略提供了有效路径。在该战略中,品牌的本土化是核心,通过企业的快速反应和品牌的文化内涵的开发的协同作用,将可以把品牌国际化前进道路上的困难降到最低。 最后,第三部分,通过中外服装品牌国际化的比较分析,如意大利的GUCCI、西班牙的ZARA、德国的CA、中国的李宁和柒牌等,印证了本文提出的中国服装品牌国际化的策略的有效性,最终总结出了中国若创建世界级服装品牌需要重点关注品牌策略的三个方面:品牌本土化、企业的快速反应能力以及品牌的文化内涵的深度挖掘。
[Abstract]:China is a large country in garment manufacturing and consumption. However, the garment industry has been stuck in low-end industrial chains such as low value-added labeling and processing for a long time. Even with a long history of culture and art, China has no brand name in the world clothing market. In the global economic integration environment, the clothing market competition is becoming increasingly fierce, how to let the Chinese clothing brand in the competition for development, how to build their own world-class brand in the clothing industry, which is full of cultural connotations. This paper analyzes the necessity of adopting brand strategy in the internationalization of Chinese clothing brand through the discussion of three parts. Chapter 1 is the first part, Chapter 2-6 is the second part, Chapter 7 is the third part. The first part analyzes the concept of brand internationalization through the description of time, space, dynamic marketing and brand output, and uses quantitative and qualitative methods to measure the standards of brand internationalization. It reveals that the essence of brand internationalization is the recognition and acceptance of the brand in a wide range in the international market. The second part, through the analysis of the current situation of the clothing industry in China, which is a large country of garment manufacturing, but there is still a lack of eye-catching clothing brands in the world, the overall process of brand planning is chaotic, the management is not scientific, The orientation is not clear and the cultural connotation is generally lacking, and facing the fierce challenge of the world clothing brand under the environment of global economic integration, it points out the necessity of the internationalization of the Chinese clothing brand and the clothing enterprise. The internationalization of Chinese clothing brands is not only an unavoidable task for the survival and development of enterprises, but also an important historical significance in carrying forward the national culture and excavating the cultural connotation. At present, China's garment industry is facing difficulties and hopes. Although the above situation urgently needs to be changed, the space for development and the advantages of development should not be underestimated. Although there has been competition from Vietnam and India in recent years, the labor costs are still relatively low. Rich natural resources and rich history, culture, art accumulation, these will be China's clothing industry revitalization, clothing brand set up fertile soil. However, in the process of internationalization of clothing brands, Chinese enterprises will inevitably encounter obstacles and barriers from the target countries such as economy, management, system and culture. In view of these difficulties, this paper points out the strategic role of brand strategy in the process of internationalization, which provides an effective path for the strategy of Chinese brand internationalization. In this strategy, the localization of brand is the core. Through the rapid response of enterprises and the synergy of the development of cultural connotation of brand, the difficulties on the way forward of brand internationalization can be reduced to the minimum. Finally, the third part, through the comparative analysis of the internationalization of Chinese and foreign clothing brands, such as Italy's GUCCI, ZARA, of Spain, CA, of Germany, Li Ning of China and Qi brand, has proved the effectiveness of the strategy of internationalization of Chinese clothing brands put forward in this paper. Finally, three aspects of brand strategy should be paid more attention to if China is to establish world-class clothing brand: brand localization, rapid reaction ability of enterprises and deep excavation of cultural connotation of brand.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.86
本文编号：2282356
[Abstract]:China is a large country in garment manufacturing and consumption. However, the garment industry has been stuck in low-end industrial chains such as low value-added labeling and processing for a long time. Even with a long history of culture and art, China has no brand name in the world clothing market. In the global economic integration environment, the clothing market competition is becoming increasingly fierce, how to let the Chinese clothing brand in the competition for development, how to build their own world-class brand in the clothing industry, which is full of cultural connotations. This paper analyzes the necessity of adopting brand strategy in the internationalization of Chinese clothing brand through the discussion of three parts. Chapter 1 is the first part, Chapter 2-6 is the second part, Chapter 7 is the third part. The first part analyzes the concept of brand internationalization through the description of time, space, dynamic marketing and brand output, and uses quantitative and qualitative methods to measure the standards of brand internationalization. It reveals that the essence of brand internationalization is the recognition and acceptance of the brand in a wide range in the international market. The second part, through the analysis of the current situation of the clothing industry in China, which is a large country of garment manufacturing, but there is still a lack of eye-catching clothing brands in the world, the overall process of brand planning is chaotic, the management is not scientific, The orientation is not clear and the cultural connotation is generally lacking, and facing the fierce challenge of the world clothing brand under the environment of global economic integration, it points out the necessity of the internationalization of the Chinese clothing brand and the clothing enterprise. The internationalization of Chinese clothing brands is not only an unavoidable task for the survival and development of enterprises, but also an important historical significance in carrying forward the national culture and excavating the cultural connotation. At present, China's garment industry is facing difficulties and hopes. Although the above situation urgently needs to be changed, the space for development and the advantages of development should not be underestimated. Although there has been competition from Vietnam and India in recent years, the labor costs are still relatively low. Rich natural resources and rich history, culture, art accumulation, these will be China's clothing industry revitalization, clothing brand set up fertile soil. However, in the process of internationalization of clothing brands, Chinese enterprises will inevitably encounter obstacles and barriers from the target countries such as economy, management, system and culture. In view of these difficulties, this paper points out the strategic role of brand strategy in the process of internationalization, which provides an effective path for the strategy of Chinese brand internationalization. In this strategy, the localization of brand is the core. Through the rapid response of enterprises and the synergy of the development of cultural connotation of brand, the difficulties on the way forward of brand internationalization can be reduced to the minimum. Finally, the third part, through the comparative analysis of the internationalization of Chinese and foreign clothing brands, such as Italy's GUCCI, ZARA, of Spain, CA, of Germany, Li Ning of China and Qi brand, has proved the effectiveness of the strategy of internationalization of Chinese clothing brands put forward in this paper. Finally, three aspects of brand strategy should be paid more attention to if China is to establish world-class clothing brand: brand localization, rapid reaction ability of enterprises and deep excavation of cultural connotation of brand.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.86
【引证文献】
相关硕士学位论文 前2条
1 赵松;TANGY Collection品牌国际化战略研究与实践[D];吉林大学;2012年
2 徐晓寅;物联网下品牌服装协同系统设计与实现[D];东华大学;2013年
，本文编号：2282356
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