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论文编号：	1764
作者编号：	2120062305
上传时间：	2010/5/28 11:21:43
中文题目：	我国服装企业品牌战略选择与实施研究——以七匹狼为例
英文题目：	Research on the Selection and Implementation of Chinese Clothing Enterprises'' Brand Strategy: A Case Study of the Seven Wolves
指导老师：	任学锋
中文关键字：	服装企业，品牌战略，战略选择，战略实施
英文关键字：	clothing enterprises，brand strategy，strategy option，strategy implementation
中文摘要：	近几年，世界经济格局发生了很大变化，美元的走弱、人民币的升值，这些将直接导致以劳动密集型为主的中国服装生产企业的成本升高，再加上国外一线品牌强势进入中国，这些品牌正蚕食中国服装市场，在这样的一个内忧外患的环境下，原来以粗犷管理、追求产量为主的服装生产企业必须要向精细化发展，提高产品附加值，走国际化路线，发展自有品牌，方能在劣境中生存、发展并扩张。如何发展品牌、管理品牌，并使品牌持续化发展是每一个服装企业都在思考的问题。品牌的建立和发展必须科学性、可持续性，不是单单打了一些广告，做了一些宣传，或者是注册了一个商标就是品牌了，永久支撑品牌的是企业对品牌的承诺，持续发展和创新能力。所以服装企业在建立以及运营品牌的时候需要一套行之有效的方法，这些方法必须依据基本的科学管理理论。 本文从实际出发，研究了大量管理以及品牌方面的理论,并结合实际例图给出服装企业建立、管理、持续发展品牌的方法，本文称之为“品牌战略实施框架”，该框架包含了从品牌创立到持续性发展的过程，形成了完整的品牌战略生命周期，该框架也包含了下述五个组成部分的一系列的业务流程，这些流程能够使服装企业减短品牌发展之路的过程，或者这些流程能够帮助服装企业优化、改进当前的业务模式快速进行品牌之路。 本框架包括五个方面的内容：品牌战略，力图给出一个服装企业如何进行品牌战略规划，在品牌战略规划时需要做什么样的工作达到什么样的目的；品牌设计，在做品牌战略后，如何将品牌战略思想体现在产品设计当中；品牌体现，设计完美的产品如何向客户呈现，如何完美地诠释品牌的故事；品牌运营，品牌是一个长久的、企业需持续保持的产品形象标识，所以在品牌运营过程中，必须有步骤有计划，必须能够做到事件、风险等方面的管理；品牌持续性发展，品牌需要创新、需要不停地焕发青春才能使品牌保持活力。在本文中，还对品牌在国际化、互联网方面运作提出了一些策略和方法。在最后，对“七匹狼”品牌做了一些分析，并总结了一些“七匹狼”成功的经验，以期本文能够对服装企业在品牌之路上给与一些指导或借鉴作用。
英文摘要：	In recent years, the world economic situation has undergone great changes. The dollar's weakness, the Yuan’s appreciation, will directly lead to the cost increases of the labor-intensive garment manufacturing enterprises in China. This, together with the entrances of the first-line foreign brands, has encroached upon the Chinese clothing market. In such an internal and external environment, the rough-managed output-oriented Chinese garment manufactures have to put meticulous management into serious consideration. They can survive, develop and expand in the tough environment only via increasing value-added products, taking the international route and developing their own brands. Every garment enterprise should think about the development, management and sustainability for their brands. Brand building and development must be scientific and sustainable. Besides the ads, publicity and trademark registration, there are more to do to permanently support the brand-- the company's commitment to the brand, continuous development and innovation capacity. Therefore, to establish and operate a brand, the garment enterprise needs a proven method which is based on scientific management theory. Proceed from actual conditions, and after studying on a large number of management and brand theory, the thesis demonstrates a brand establishment, management and sustainable development approach for garment enterprises, which is called “brand strategy frame”. The framework includes the whole process from the creation to the sustainable development of the brands, which forms a complete life cycle of brand strategy. Five components of a range of business processes in this frame could shorten the garment business brand development process, or these processes can help apparel companies to optimize and improve the current business model. The framework includes five aspects: Brand Strategy, showing how to plan for a brand strategically-- what kind of work needs to be done and what purpose to achieve; brand design, showing how to embed the brand strategy into product design; brand expression, showing how to present the perfectly-designed product to customers and how to interpret the brand story; brand operation, showing how to operate step by step according to the plan and manage the events and risks; brand sustainable development, showing how to maintain the vitality of the brand by innovation and refreshment. This thesis also proposes some strategies and methods on the aspects of internationalization and internetwork. In the end, by analyzing and gaining successful experiences from the brand of “7 wolves”, we expect to give some guidance or reference to the clothing enterprises which are on the road of building their own brands.
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