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论文编号：	11749
作者编号：	2120162809
上传时间：	2020/6/20 12:28:28
中文题目：	M独立设计师品牌公司的竞争战略研究
英文题目：	Research on the Competitive Strategy of M Independent Designer Brand Company
指导老师：	田莉
中文关键字：	独立设计师品牌；竞争战略；聚焦差异化战略
英文关键字：	Independent designer brand；competitive strategy；focus on differentiation strategy
中文摘要：	随着经济改革的推进，国民经济水平日趋提升，国内民众的消费意识以及消费能力也呈逐渐上升的趋势，便是最为直接的一种体现。大众的消费理念也是也是日趋成熟及理性。在服装行业，特别是女装行业,普通消费者的消费水平也在逐步提升，越来越多的消费者，特别是中高端的消费者，把消费的关注目标逐渐到那些更有设计特点，风格也更为独特的设计师品牌，甚至是一些独立设计师品牌。也正因如此，那些受众群体较小，似乎并没有发展优势的独立设计师女装品牌，却逐渐的显现出自身的竞争优势。由此也促进着国内服装产业不断的发展，在这种发展的趋势中，给了整个行业去创新发展的可能，而这股创新发展的行业力量，也正是与国外同行去对抗的主要力量。就目前我国的设计师品牌而言，虽然势头强劲，品牌很多，但是能够真正去跻身国际市场，参与国际竞争的的寥寥无几。我国的设计师品牌，特别是独立设计师品牌亟待借鉴国际上成功独立设计师品牌发展的案例，并加以学习。 本文选取我国独立设计师女装品牌M为此次研究的主体，并且从四个方面进行较为深入的探讨。其中第一方面对波特竞争战略理论以及与该理论相关的一些研究工具进行较为全面而系统的概述。第二部分以M独立设计师品牌为例，详细概述M独立设计师品牌的基本情况以及发展历程。基于PEST分析模型分析了企业所处的整体宏观环境。之后详细阐述了独立设计师品牌的定义以及我国独立设计师品牌的诞生和发展，并对我国的独立设计师品牌的主要特征进行可观阐述。再基于波特的五力竞争模型分析出M独立设计师品牌公司所处的行内部竞争环境。并具体分析其公司现阶段的内部环境。第三部分根据M独立设计师品牌的自有特性，再比对了波特的竞争战略类型之后，给出现阶段比较适合该公司发展的聚焦差异化的战略选择决策意见。第四部分，基于价值链分析基础之上，在价值创造活动以及价值辅助活动方面，对M独立设计师品牌公司聚焦差异化战略，均给出较为具体的实施策略。 文章的最后，得出最终的结论，M独立设计师品牌公司现阶段，最为适合的竞争战略为聚焦差异化战略，希望借此可以给同品类的品牌提供可借鉴的经验。也对后期的进一步研究方向做出了明确的展望。
英文摘要：	With the development of economic reform, the level of national economy is improving day by day, and the consumption consciousness and consumption ability of the domestic people are also increasing gradually, which is the most direct embodiment. The concept of mass consumption is also becoming more mature and rational. In the clothing industry, especially in the women's wear industry, the consumption level of ordinary consumers is also gradually improving. More and more consumers, especially middle and high-end consumers, gradually focus on those designer brands with more design characteristics and more unique style, even some independent designer brands. Because of this, those independent designer women's wear brands with small audience and seemingly no development advantages gradually show their own competitive advantages. It also promotes the continuous development of domestic clothing industry. In this development trend, it gives the whole industry the possibility of innovation and development, and this industry force of innovation and development is the main force to fight with foreign counterparts. As far as the current designer brands in China are concerned, although they have a strong momentum and many brands, there are only a few who can truly enter the international market and participate in international competition. Our country's designer brand, especially the independent designer brand, needs to learn from the international successful cases of independent designer brand development and learn from them. In this paper, independent designer women's brand m is selected as the main body of this study, and it is discussed from four aspects. The first part is a comprehensive and systematic overview of Porter's competitive strategy theory and some related research tools. The second part, taking m independent designer brand as an example, summarizes the basic situation and development process of M independent designer brand in detail. Based on PEST analysis model, the overall macro environment of the enterprise is analyzed. After that, the definition of independent designer brand and the birth and development of independent designer brand in China are elaborated in detail, and the main characteristics of independent designer brand in China are also elaborated.Then based on Porter's five forces competition model, this paper analyzes the internal competition environment of M independent designer brand company. And the specific analysis of the company's internal environment at this stage. In the third part, according to the characteristics of M independent designer brand, the author compares the types of Porter's competitive strategy, and gives the decision-making opinions of focusing on differentiation which are more suitable for the development of the company in the emerging stage. Finally, the fourth part, based on the value chain analysis, in the value creation activities and value auxiliary activities, focuses on the differentiation strategy of M independent designer brand company, and gives more specific implementation strategies. At the end of the paper, the final conclusion is that at present, the most suitable competitive strategy for M independent designer brand company is to focus on differentiation strategy, hoping to provide experience for brands of the same category. It also makes a clear prospect for further research.
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