邵阳中小服装企业走品牌化之路探索

发布时间：2018-01-07 21:45

本文关键词：邵阳中小服装企业走品牌化之路探索　出处：《湖南师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：邵阳服装企业兴起于上个世纪九十年代,红极一时,衰弱于沿海地区的改革开放。而今天,服装产业发展正在形成由沿海向内地的梯度转移。邵阳作为一个中部地区的三线城市,在承载服装产业转移中展现出他特有的优势：丰富的劳动力、技术资源,便利的交通,政府政策的支持等。服装产业的转移也加快了面料、辅料、设备等及其它相关的市场进行内地转移,从而改善邵阳服装企业散、小、品种单一的现状,使得邵阳中小服装企业品牌化成为可能。服装品牌的研究在中国的时间并不长,但也涌现出许多的学者从理论与企业实践的角度进行阐述,这些理论的由来或者案例源自沿海城市。而作为中西部地区而言,在服装产业向内地转移的今天,邵阳服装遇到了前所未有的机遇。服装企业如何突破自身的发展,从低端的市场占有量上升到中高端服装,服装品牌的建设迫在眉捷。如何结合自身的优点,不断改善自身弱点,重塑昔日服装产业的繁荣,实现邵阳服装品牌发展是区域经济发展必须思考的问题,也是不断的探索、求知、总结经验教训,寻求中西部地区服装品牌发展的策略。论文从中西部地区经济发展的角度出发,以中小服装加工企业向品牌化发展为核心,全面的梳理了邵阳服装企业所处的产业环境、发展优势、所处区域的发展劣势等。通过对邵阳服装企业的现状调查分析,总结了温州服装企业的品牌化建设经验,及周边株洲女裤的品牌建设经验,得到邵阳服装企业品牌的建设的核心是人的培养、服装品牌的品质与营销。在具体的论述过程中,论文从品牌服装企业的发展需要从品牌文化,品牌品质,市场营销,政府支持,人才引进等方面增加其在市场中的竞争优势。
[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.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

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