服装品牌国际化程度评价研究

发布时间：2018-04-17 09:03

本文选题：品牌国际化 + 蛛网模型　；参考：《湖南大学》2014年硕士论文

【摘要】：在全球商品价值链的背景下，企业的竞争方式开始变革，品牌已逐步成为市场运营的主体，成为优势企业新的价值增长点当前，已有一些中国服装品牌在国际市场上有一定的影响力，但与国外知名同类企业相比，还存在巨大差距，仅仅依靠某一方面的优势是远远不够的，必须全面了解国际知名品牌的要素体系，系统分析培育国际知名品牌存在的客观和现实问题，这是关键所在，因此，建立国际知名品牌国际化程度评价指标体系，可以对当前服装品牌的国际化程度进行有效评估，对认清企业产品品牌的现状，进而提升品牌国际化程度具有重要作用本论题是一个具有理论和实践价值的命题论文以国内外品牌国际化发展理论和国际化程度评价理论为基础，构建了我国知名服装品牌的国际化程度评价指标体系，从品牌的知名度和美誉度ǜ品牌评估价值ǜ品牌的国内外销售占比ǜ企业经营国际化的比重ǜ品牌国际化经营的时间ǜ品牌国际化的区域分布情况六个角度，较为全面地对品牌国际化程度进行衡量同时，在指标体系的基础上，建立了品牌国际化蛛网模型和规范了该模型应用的具体算法并以李宁ǜ雅戈尔ǜ波司登等八个国内外品牌为例进行实证分析最后，本文提出提高品牌国际化程度的几点建议，第一，通过提高海外市场销售店铺数量比率第二，选择正确的国际化经营方式来提高海外销售额第三，，注重塑造品牌形象，提升品牌价值和知名度
[Abstract]:Under the background of the global commodity value chain, the competition mode of the enterprise begins to change, the brand has gradually become the main body of the market operation and the new value growth point of the advantage enterprise.Some Chinese clothing brands have some influence on the international market, but there is still a huge gap compared with the well-known foreign similar enterprises. It is far from enough to rely on the advantages of a certain aspect.It is the key to understand the elements system of international famous brand and systematically analyze the objective and realistic problems existing in the cultivation of international famous brand. Therefore, we should establish the evaluation index system of international well-known brand internationalization.We can evaluate the internationalization degree of the current clothing brand effectively, and have an important role in recognizing the current situation of the enterprise product brand and then promoting the internationalization degree of the brand. This thesis is a proposition with theoretical and practical value.Based on the internationalization development theory and internationalization degree evaluation theory of domestic and foreign brands, this paper constructs the internationalization degree evaluation index system of well-known clothing brands in China.From the aspects of brand reputation and brand evaluation value, the proportion of domestic and foreign sales of brands to the internationalization of enterprises, the time of brand internationalization and the regional distribution of brand internationalization are discussed.At the same time, on the basis of the index system,In this paper, a brand internationalization cobweb model is established and the concrete algorithm for its application is standardized. Taking eight domestic and foreign brands such as Youngor and Youngor as an example, the empirical analysis is carried out.Finally, this paper puts forward several suggestions to improve the degree of brand internationalization. First, by increasing the ratio of sales shops in overseas markets, second, by choosing the correct international management mode to improve the overseas sales volume. Third, we should pay attention to shaping the brand image.Enhance brand value and visibility
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86

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