提升温州服装产业竞争力研究.pdfVIP

摘 要 改革开放以来温州通过传统劳动密集型产业积累了大量的民营资本。由于民营实 体企业的发展遇到政策、体制以及自身等各种瓶颈，大量的溢出资本，开始转变为投 资资本和借贷资本。服装产业作为温州的三大支柱产业之一也不例外，产业内企业出 现区域转移或停工迹象明显。笔者在此背景下提出了提升温州服装产业竞争力的必要 性。 笔者通过对产业竞争力相关文献的学习并且对竞争力相关理论进行阐述和比较， 最后选择以迈克尔.波特 “钻石”理论和政府引导产业发展相关理论为基础。本文第 三章以迈克尔.波特”钻石”模型六要素为分析框架，对温州服装产业现状进行分析， 在此基础上总结出温州服装产业的竞争劣势。同时公司战略作为迈克尔.波特国家竞 争优势六要素的组成部分之一，因此本文在第四章对温州服装企业BX 公司品牌战略 成功因素进行分析，为其它企业提供一些经验借鉴。本文第五章在前几章的基础上， 分别对企业和政府措施提出笔者建议，具体建议如下：对于企业，应该打破传统家族 式管理、加强人力资源管理、塑造企业文化、自我创新、注重核心能力培养；对于政 府，其公共措施应着力于改善人力资源环境、加强公共服务平台建设、引导服装产业 转型升级，完善和规范担保体系。 本文的结论：国内服装细分市场需求的变化、消费者品牌意识的加强、消费的个 性化等等因素为温州服装产业的进一步发展提供了广阔的内需市场。虽然金融危机和 国家现行宏观政策给温州服装企业带来了不小的压力，但同时也催生了企业升级的动 力。政府要利用好机会促进企业转型升级，改善产业发展的竞争劣势，同时企业要增 强自身的管理能力以提高企业转型升级的成功率。 关键词：钻石模型，竞争力，竞争优势，温州服装 I Abstract WenZhou accumulated plenty of private capital through labor compression industry from innovation and opening, but government policy, system and private companies’ strategy limited their developing, so a certain amount of money overflowed, and it became investment capital and loan capital. Costume Industry is one of the three mainstay industries, it is the same, they moved to other area or changed their business structure, so I’d like to raise the discussion about improving costume industry competition at WenZhou. This article was wrote based on learning related competition literature and theory, and their comparison, at last I made it according to Mike Baud DEMAND theory and Government inducted industry developing related theory. Chapter 3, I analyzed the current costume industry status based on 6 elements frame of Company Competition Advantage which was wrote by Mike Baud, and I summarized the advantage of WenZhou Costume industry. Company Strategy is one of the six elements of Company Competition