宁波市服装企业核心竞争力提升研究

发布时间：2018-04-04 03:07

本文选题：核心竞争力　切入点：服装企业　出处：《兰州理工大学》2014年硕士论文

【摘要】：服装业是宁波市的传统优势产业和支柱产业,对宁波的经济增长、就业、社会稳定等都起着重要的作用。改革开放以来,宁波服装业得到超常规发展,涌现了一批以雅戈尔、杉杉为代表的服装龙头企业。目前,宁波拥有各类服装企业3000多家,包括雅戈尔、杉杉、罗蒙、唐狮等四大中国驰名商标,太平鸟、洛兹、培罗成等15个中国名牌产品。宁波已经形成了以西服、衬衫为龙头,包括时尚女装、针织服装、羊绒服装、休闲装、童装、皮装等品种的庞大服装产业集群。但是目前宁波服装业面临着“内忧外患”的困境：在国内市场,除了温州、杭州等一些省内服装品牌继续与宁波品牌竞争外,近两年来,福建泉州的九牧王、利郎、劲霸等服装品牌,发展势头也甚旺,在声势上超过宁波服装。在国际市场上,自我国加入WTO之后,宁波的纺织品与服装出口贸易也迎来了机遇和挑战。人民币升值,原材料、劳动力成本上涨,致使企业出口量减少,利润锐减,竞争力下降。外加许多国外品牌长驱直入,占据了中国消费市场的半壁江山,致使大众对国内品牌的需求减弱。因此提升宁波服装业的竞争力是当务之急。这不仅对宁波的服装业同时也对我国的服装业的可持续发展有重要的现实意义。本文从企业核心竞争力的概述入手,简要介绍了本研究的理论基础以及服装企业核心竞争力的内涵、特征及作用和服装企业核心竞争力的形成机理。然后是对宁波市服装企业的核心竞争力的分析,包括服装企业核心竞争力的内涵、特征及作用以及服装企业核心竞争力的形成机理和宁波市服装企业的核心竞争力分析。接着是国内外成功企业提升核心竞争力的经验借鉴,包括麦考林提升核心竞争力的经验和ASOS提升核心竞争力的经验。然后在前面分析的基础上提出了宁波市服装企业核心竞争力优化及保障措施。最后是结论。
[Abstract]:Clothing industry is the traditional advantage industry and pillar industry in Ningbo, which plays an important role in Ningbo's economic growth, employment and social stability.Since the reform and opening up, Ningbo clothing industry has developed beyond normal, a group of clothing leading enterprises represented by Youngor and Cunninghamia lanceolata have emerged.At present, Ningbo has more than 3000 clothing enterprises, including Youngor, Cunninghamia, Luo Meng, Tang Shi and other four well-known Chinese trademarks, Taiping Bird, Luozi, Peiroshing and other 15 Chinese famous brand products.Ningbo has formed a huge clothing industry cluster with suit, shirt as the leading, including fashion women's clothing, knitted clothing, cashmere clothing, casual wear, children's clothing, leather clothing and other varieties.However, at present, the clothing industry in Ningbo is facing the dilemma of "internal and external troubles": in the domestic market, in addition to Wenzhou, Hangzhou and other provinces, clothing brands continue to compete with Ningbo brands. In the past two years, nine pastoral kings and Lilang in Quanzhou, Fujian Province, have continued to compete.Jinba and other clothing brands, development momentum is also very prosperous, in the momentum over Ningbo clothing.In the international market, after China's entry into WTO, Ningbo's textile and clothing export trade has also ushered in opportunities and challenges.RMB appreciation, raw materials and labor costs increase, resulting in reduced enterprise exports, profits and competitiveness.In addition, many foreign brands drive in and occupy half of China's consumer market, which weakens public demand for domestic brands.Therefore, it is urgent to enhance the competitiveness of Ningbo clothing industry.This is of great practical significance not only to the clothing industry of Ningbo, but also to the sustainable development of the clothing industry in our country.Starting with the summary of the core competence of enterprises, this paper briefly introduces the theoretical basis of this study, the connotation, characteristics and functions of the core competence of garment enterprises and the forming mechanism of the core competitiveness of garment enterprises.Then it analyzes the core competitiveness of garment enterprises in Ningbo, including the connotation, characteristics and functions of the core competitiveness of garment enterprises, the formation mechanism of core competitiveness of garment enterprises and the core competitiveness of garment enterprises in Ningbo.Then there is the experience of promoting core competence of successful enterprises at home and abroad, including Mecoxlane's experience of promoting core competence and ASOS's experience of enhancing core competitiveness.Then, on the basis of the above analysis, the optimization and safeguard measures of Ningbo garment enterprises' core competence are put forward.Finally is the conclusion.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86

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