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A女装代工企业产品品牌化路径和策略研究_MBA毕业论文DOC

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文本描述
摘要
随着近几年外贸环境的持续下行,各个核心要素处于产业链低端环节的国
内女装代工企业面临着盈利能力不强,经营主动权无从掌握的困境。在这种情
况下,国内女装代工企业必须考虑创建自有品牌才是解决目前困局的正确方法,
而创建品牌也是服装代工转型升级的国际经验

本文尝试对代工向品牌化升级研究的文献资料进行概括归纳的基础上,利
用丰富的数据资料和个企访谈调研经历,深入研究国内服装代加工企业转型品
牌化高端发展模式的契合路径选择及其实现策略。首先,介绍了我国女装企业
所处的内外环境以及发展现状,接着在现有研究的基础上运用品牌创建理论、
品牌演进路径模式分析了相关完成品牌创建的路径选择种类,并阐述了国内外
服装代工企业完成品牌创建的发展历程,指出创建自有品牌是我国女装代工企
业突围代工困局的必然趋势。其次,运用文献研究法、归纳演绎法、比较研究
法等详细探讨了企业走品牌化的路径选择范畴及其策略,并分析了各种路径适
应环境和制约条件,进而本文归纳构建了女装代工企业取得自有品牌的三种创
建路径及其策略模式。为了印证前述构建的创牌模式对于企业实践的指导作用,
本文运用个案例研究法选取了 A 女装代工企业案例进行详细研究剖析,更加形
象地展示代工企业如何运用路径组合完成自己的品牌战略过程

最后,基于前文的分析论述,本文指出案例 A 企业所走路径的效果预期较
差,总结其存在的问题。本文紧接着对 A 女装代工企业的虚拟经营阶段路径策
略进行了局部调整,增加了路径选择的丰富度,而策略上 A 企业在沿用原先方
式的基础上主要在营销手段和市场挖掘深度做了优化,进而使其更加符合 A 企
业的品牌化进程

关键词:女装;代工企业;品牌化;路径策略;调整浙江理工大学硕士专业学位论文Abstract
With the continuous decline of the foreign trade environment in recent years,
the domestic women&39;s OEM enterprises in the low-end part of the industrial chain
are faced with the plight of weak profitability and the lack of the initiative to operate.
In this case, the domestic women&39;s foundry enterprises must consider creating their
own brands is the correct way to solve the current predicament, and the creation of
brands is also an international experience in the transformation and upgrading of
garment foundry.
In this paper, the comprehensive contract various clothing brand upgrade paths
are available, and use of abundant data and a visiting research enterprises, the
further study of the domestic garment processing enterprise transformation
development mode of high-end brand fit path selection and its realization strategy.
First, this paper introduces the garment enterprises in our country, both inside and
outside environment and the development present situation, and then on the basis of
existing research on the basis of the theory of brand creation, brand evolution
patterns are analyzed related to complete the brand the path selection of species, and
expounds the to walk the road of brand practice course at home and abroad, points
out that create their own brands is the inevitable choice for the sustainable
development of our country enterprise break through the dilemma. Second, using
literature method, inductive deductive method, comparative method and so on in
detail discusses the enterprise brand of path choice category and its strategy, and
analyzes the various restrained conditions, limitations of the path, then this paper
builds the enterprise own brand creation path model in our country. In order to
further analysis and supporting the building of theory model, this paper USES the
case method has chosen AS clothing OEM enterprise case study in detail, more
vividly shows the foundry enterprises how to use the path to accomplish their own
brand strategy process.
Finally, based on the above analysis, this paper points out that the case
company AS walk path by the effect of low expectations, summarizes the existing
problems. In this paper, and then to AS clothing OEM company virtual management
phase of the path to the local adjustment, increase the path selection of richness, and
strategy on AS company on the basis of continue to use the original way mainly in
marketing and market digging depth has been optimized, which makes it more in浙江理工大学硕士专业学位论文line withAS corporate branding process.
Key Words: Women&39;s clothing; Foundry enterprises; The brand; Path strategy; The
adjustion浙江理工大学硕士专业学位论文目录
摘要 .....3
Abstract.......... III
目录 ....V
1 绪 论 . 7
1.1 研究背景及意义.7
1.2 学位论文的主要研究内容与方法.........8
1.2.1 研究内容..8
1.2.2 研究方法..9
1.3 研究思路与技术路线...10
1.3.1 研究思路10
1.3.2 技术路线12
2 本论文理论支撑和国内外研究现状 ......... 13
2.1 本论文理论支撑...........13
2.1.1 品牌化概念及演进模式13
2.1.2 基于顾客价值的品牌创建理论14
2.1.3 品牌识别理论....15
2.1.4 品牌提升理论....15
2.2 国内外研究动态...........16
2.2.1 独立创建路径研究动态16
2.2.2 租赁购买路径研究动态17
2.2.3 合资合作研究动态........18
2.2.4 联合联盟研究动态........19
2.2.5 后技术升级路径研究动态........20
3 女装代工企业产品品牌化路径与策略模式的一般选择 . 23
3.1 品牌化路径与策略分析...........23
3.1.1 路径与策略选择模式....23
3.1.2 国内服装代工企业品牌化路径对比选择........24
3.2 女装代工企业产品品牌化路径个性化选择...26
3.2.1 女装行业经营独特性....26
3.2.2 女装代工企业产品品牌化路径27
3.3 各种路径的适应环境及其制约条件...29浙江理工大学硕士专业学位论文3.3.1 独立创建路径的适应环境及制约条件29
3.3.2 合资合作路径的适应环境及制约条件29
3.3.3 联合联盟路径的适应环境及制约条件30
3.4 女装代工企业产品品牌化的具体实现策略...31
3.4.1 独立创建路径策略........31
3.4.2 合资合作路径策略........32
3.4.3 联合联盟路径策略........32
4 A 女装企业产品品牌化现状及问题
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