联系我们

论文查询结果	返回搜索

论文编号：	6097
作者编号：	2220120434
上传时间：	2013/12/31 15:31:53
中文题目：	中外服装企业国际市场竞争对策的比较研究——以伽瑞服装公司为例
英文题目：	Research on the Comparison of Competitive Countermeasures of Seno-Foreign Clothing Firms in International Clothing Market --In the Case of Garui Clothing Company
指导老师：	柳茂平
中文关键字：	服装 国际市场 竞争对策 中外服装企业
英文关键字：	clothing international market competition countermeasures Chinese and foreign clothing enterprise
中文摘要：	“衣食住行”，着衣是人类生活中非常重要的一个部分。古语云“衣锦还乡”，更是说明了衣着在人的生活品质中的重要性。随着社会经济的不断发展，我们的着衣也从最初的要穿暖，发展到现在的要穿好。中国的服装业在这种背景下突飞猛进，取得了举世瞩目的惊人成就。然而，在发展的过程中，尤其是在进入到国际市场竞争之后，我国的服装业与发达国家之间的差距凸显。这也在客观上禁锢了我国的服装业的进一步发展。因此，研究国内外服装产业在国际竞争中的经典战略以及模式，通过比较查找差异并且得出可供借鉴的经验，是我国的服装产业必须要做的一个课题。文章首先对大量的国内外关于国际市场营销以及服装经营战略的相关理论研究成果进行分析和总结，为全文的研究奠定了理论基础。然后，对世界服装进出口贸易市场分析与中国服装业国际竞争力进行了基本的分析，通过大量翔实的数据，为我们更好的了解当前中国的服装产业在国际市场上的竞争力以及市场地位。在此基础上，文章对美国、英国以及德国服装企业国际服装市场营销战略的结构进行了比较，并且对比分析了中外服装企业在国际服装市场营销战略方面的差异，从而为我国服装企业国际市场战略的制定提供依据。最后文章提出了从提高国际市场营销网络的建设速度、储备国际市场营销人才、加强服装品牌建设以及增强创新能力等几个方面来提升我国服装企业的国际竞争力。从本文研究中得出，世界服装市场非常广大， 我国的服装产业发展非常迅猛，与发达国家相比存在一定的优势，但是也还有明显的不足。我国可以借鉴发达国家呃做法，通过提高国际营销网络建设速度、储备国际市场营销人才、加强品牌建设以及增强创新能力等，促进我国服装产品在国际服装市场上竞争力的提升。
英文摘要：	"Basic necessities", so the garment is a very important part in the human life. Archaism said "return home after getting fame ", also illustrated it is the importance part of the person's life. With the economic and social development, our dressed demand also from wear warm to the wear well. China's garment industry by leaps and bounds in this context, had obtained the remarkable amazing achievements. However, in the course of development, especially after the international market competition ,China's garment industry and the gap between the developed countries was highlights. This also objectively kept our garment industry further development. Therefore, study of domestic and foreign clothing industry in the international competition of classic strategy and mode, through comparing the differences and find that can be used for reference of experience, is our country clothing industry must to do a project. this paper first analyzed and summed up with a large number of domestic and foreign strategy related theory research , for the theoretical basis of whole-length research. Then, to analysis and the international competitiveness of China's garment industry with the number of full and accurate data. In this foundation, the article analysed the United States, Britain and Germany clothing enterprise the international clothing marketing strategy structure are compared,. Finally the paper put forward from the aspects of improving the international marketing network construction speed, reserve international marketing talents, strengthen the clothing brand construction and strengthen innovation ability and so on several aspects to enhance the international competitiveness of our country clothing enterprise. From this paper studies, we knew the world clothing market is very broad, our clothing industry is developing very fast, and there are certain advantages to compared with the developed countries, but there are obviously not enough. China could draw lessons from developed countries well approach, by improving the international marketing network construction speed, reserve international marketing talents, strengthening the brand construction and strengthen innovation ability, etc., to promote our country clothing products in the international clothing market of competitiveness.
查看全文：	预览  下载(下载需要进行登录)