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论文编号：	1611
作者编号：	031723
上传时间：	2010/5/20 15:25:19
中文题目：	基于全球价值链的中国服装业国际化战略升级研究
英文题目：	apparel industry; global value chain; international strategy; OEM; brand internationalization
指导老师：	吴晓云
中文关键字：	服装业 全球价值链 国际化战略 OEM 品牌国际化
英文关键字：	apparel industry; global value chain; international strategy; OEM; brand internationalization
中文摘要：	随着全球服装业竞争的日益激烈，国际化战略成为越来越多的中国服装企业所关心的话题。到底是应该实施能够充分利用现有优势的OEM战略呢，还是应该创立自主的国际品牌呢？这个抉择不能仅仅将两种战略模式的优劣进行简单对比就草率地做出，而应该从决定国际化战略的全球价值链上去寻找答案。全球价值链理论融合了比较优势理论和产业竞争优势的概念，因此本文认为，从全球价值链的角度对服装业的国际化问题进行研究，能够找到既适合中国服装业现有比较优势又向产业竞争优势看齐的国际化战略。 首先，本文对比较优势理论、竞争优势理论和全球价值链理论进行了回顾，使本文的论述有一个坚实的理论基础。接下来，本文对中国服装业国际化的现状进行了充分的分析，内容涉及服装业的全球背景、中国服装业国际化的比较优势劣势，以及中国服装业以各种模式实施国际化的现状，作为本文研究对象的内外部环境分析。然后，本文从全球服装价值链的角度展开了对服装业国际化战略问题的探讨。在此部分，本文首先对全球服装价值链的构成个体进行了深入分析，并将服装业的国际化进程划分为产品国际化和品牌国际化两个阶段，并按照这种阶段划分展开后文的分析和论述。接着，本文以前人对全球价值链的产业升级（即在价值链中的地位由低端环节向高端环节转移）研究结论为基础，提出服装企业国际化战略的渐进式升级路径，即“简单加工→OEM→ODM→OBM→品牌国际化→品牌全球化”，并总结了服装企业选择国际化战略模式的步骤。最后，结合前文对中国服装业现状的总结，对当前中国服装业所处的国际化阶段进行了分析和界定，并指出今后中国服装业国际化战略升级路径，并针对各种国际化战略模式的实施及升级提出了本文的建议。
英文摘要：	As the competition within apparel industry becomes more and more fierce, international strategy becomes the most concerned topic to more and more Chinese apparel companies. Which should be taken, the OEM mode to take full use of their comparative advantage, or to build up one’s own brand? The decision can’t be made just through easily compare the advantages and disadvantages of the two alternatives. It‘s the right way to find the answer from the global value chain which should determine companies’ international strategy. The author thinks that the global value chain comprises not only comparative advantage but also competitive advantage. So, the global value chain theory can help the Chinese apparel companies find suitable international strategy that not only can take use of their present advantage but also be helpful to build up their future competitive advantage. The thesis firstly takes deep analysis on the present condition of Chinese apparel industry, including the global background of apparel industry, the strengths and weakness of Chinese apparel companies to be international and the condition how Chinese companies implementing their international strategies. All these analysis are prepared for the following use. Then, the thesis divides the internationalization process into two periods, which are production internationalization and brand internationalization. The following discussions are taken under this division. The thesis carries analysis on the individuals in the global value chain, about their comparative advantages, their position in the global value chain and their present strategies. Subsequently, the apparel industry’s strategy upgrading path is concluded from the past scholars’ researches, which is Assembly→OEM →ODM→OBM →Brand Internationalization→Brand Globalization, and the method how to decide one’s international strategy for a apparel company is drawn. Finally, analysis on Chinese apparel companies’ present internationalization period and present international strategies is taken, and advices on how to carry on and how to upgrade their international strategies are offered. The author hope the thesis will be some instructional to Chinese apparel companies on choosing, implementing and upgrading of their international strategies.
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