康奈集团有限公司转型升级路径研究

发布时间：2018-06-05 02:18

本文选题：康奈集团有限公司 + 转型升级　；参考：《浙江理工大学》2013年硕士论文

【摘要】：近年来国内外政治、经济形势的剧烈变化使转型升级成为国内政府、企业界最常提到的热点议题之一，经济转型、产业升级成为时下的高频词。企业的转型升级是经济转型、产业升级的微观层面和落脚点。民营企业作为国民经济和现代社会生产的重要部分，它的转型升级和快速发展是我国改变经济增长方式和拉动内需的必然要求，也是民营企业突破发展局限、增强企业竞争力的自身需要。受全球金融危机影响，温州民间借贷危机爆发，进一步加速了温州金融改革和温州民营经济的转型发展。温州鞋业产业集群作为温州民营经济的重要组成部分，其转型升级的情况关系温州经济的持续发展，它的发展路径探索亟需理论指导。本文的研究对象康奈集团有限公司是中国制鞋企业的代表，是温州民营企业中最具代表性的企业之一。在康奈集团有限公司转型升级的过程中，企业走过了中国改革开放以来中国鞋企从无到有、从无牌到创牌、从引进到模仿、从低成本到差异化、从国内走向国际、从树立品牌形象到品牌走向国际化的过程，经历了在技术、品牌、市场全方位的发展变革。康奈集团有限公司一步步从只有几个人的皮鞋作坊发展到拥有几万员工的大集团公司，在转型升级道路上的每一个关键时刻都做出了正确的战略决定。本文回顾了康奈集团有限公司成立以来企业发展的四个重要阶段，并重点对现阶段（2008年至2012年）康奈集团有限公司的转型升级路径进行深入分析。当前，康奈集团有限公司推出品牌战略，以品牌升级为切入点，，推出皮鞋高端品牌“康奈世家”，以点带面地进行企业整体转型、系统升级，在探索中走出了一条“品牌能力扩张、市场能力扩张和技术能力扩张相结合的”转型升级道路，其具体的措施和做法有诸多亮点，企业保持了较快的成长性和较高的营业额增长速度，使企业的转型升级取得实效。本文在回顾国内外转型升级理论和目前企业转型升级路径研究的基础上，通过对康奈集团有限公司转型升级的路径进行研究，挖掘企业转型升级的成功要素，探索中国鞋类企业转型发展的路径和方向并得出结论，为中国其他大中型鞋类企业的转型升级提供有益的借鉴参考。
[Abstract]:In recent years, the drastic changes of the political and economic situation at home and abroad have made the transformation and upgrading become one of the most frequently mentioned hot issues in the domestic government, and the economic transformation and industrial upgrading have become the high-frequency words nowadays. The transformation and upgrading of enterprises is the micro level and foothold of economic transformation and industrial upgrading. As an important part of the national economy and modern social production, private enterprises, whose transformation, upgrading and rapid development, are the inevitable requirements for changing the mode of economic growth and stimulating domestic demand, as well as for private enterprises to break through the limits of development. To enhance the competitiveness of enterprises their own needs. Under the influence of the global financial crisis, Wenzhou private lending crisis broke out, which further accelerated the financial reform and the transformation and development of Wenzhou private economy. Wenzhou shoe industry cluster as an important part of Wenzhou private economy, its transformation and upgrading is related to the sustainable development of Wenzhou economy, and the exploration of its development path is in urgent need of theoretical guidance. The research object of this paper is Kangnai Group Co., Ltd., which is the representative of Chinese shoemaking enterprises and one of the most representative enterprises in Wenzhou private enterprises. In the process of transformation and upgrading of Kangnai Group Co., Ltd., the enterprises have gone through the process of Chinese shoe enterprises from nothing to existence since China's reform and opening up, from unlicensed to creative, from introduction to imitation, from low cost to differentiation, from domestic to international. From establishing brand image to internationalizing brand, we have experienced all-round development and transformation in technology, brand and market. Kangnai Group Co., Ltd., has made the right strategic decision at every critical moment on the road of transformation and upgrading from a shoe-making workshop with only a few people to a large group with tens of thousands of employees. This paper reviews the four important stages of the development of Kangnai Group Co., Ltd. since its establishment, and focuses on the in-depth analysis of the transformation and upgrading path of Kangnai Group Co., Ltd. at this stage (from 2008 to 2012). At present, Kangnai Group Co., Ltd. has launched its brand strategy, taking brand upgrading as a breakthrough point, introducing the high-end brand of leather shoes, "Kangnai Shijia", in order to carry out the overall transformation of the enterprise and upgrade the system. In the course of exploration, we have walked a "brand ability expansion, market ability expansion and technological ability expansion" transformation and upgrading road, its specific measures and practices have many bright spots, Enterprises maintain faster growth and higher turnover growth, so that the transformation and upgrading of enterprises to achieve practical results. On the basis of reviewing the theory of transformation and upgrading at home and abroad and the current research on the path of enterprise transformation and upgrading, this paper studies the path of transformation and upgrading of Kangnai Group Co., Ltd., and excavates the successful elements of enterprise transformation and upgrading. This paper explores the path and direction of the transformation and development of Chinese footwear enterprises and draws a conclusion, which provides a useful reference for the transformation and upgrading of other large and medium-sized footwear enterprises in China.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.86

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