A公司从OEM到创建自主品牌的策略研究毕业论文.doc

毕业论文 （2011届） A公司从OEM到创建自主品牌的策略研究 摘 要 本文主要以宁波一家普通的服装企业作为研究对象，通过分析苗瑞服饰的当前面临的困境以及OEM策略与这些困境之间的互相联系，提出以品牌建设作为苗瑞公司发展的目标的经营策略。本文基于苗瑞公司自身的发展背景和情况，结合一定的理论基础，为苗瑞服饰品牌创建提供依据。 本文主要分为6部分：第一部分为文章绪论，分为研究背景，研究内容，研究方法，研究的目的和意义，第二部分是分析战略发展的理论基础。第三部分介绍了苗瑞服饰公司的成长历程与当前的困境及内外部环境分析。第四部分介绍了苗瑞服饰从OEM到自主创建品牌的的战略选择及遇到的困难。第五部分的内容主要是苗瑞服饰公司品牌建设战略，国内服装市场现状简述，组织架构调整，新文化建立，营销渠道建设，公司竞争策略，公司品牌建设风险和应对策略。第六部分的内容是对文章的.总结和展望。 关键词：服装营销；自主品牌；苗瑞；成长；风险 Abstract This paper mainly takes ningbo a ordinary clothing enterprise as the research object, and through the analysis of the current MiaoRui dress the plight of these difficulties and OEM strategy and the each other between contact with the brand construction, and puts forward MiaoRui company goal of development as the business strategy. Based on the background of the development of MiaoRui company oneself, combining with certain theoretical foundation for MiaoRui clothing brand creation, provides the basis. This paper mainly divided into six large: first piece for the introduction, divided into research background, research contents, research methods and research of purpose and meaning. The second part is the theoretical basis of analysis strategy development. The 3nd chapter for the clothing market industry pattern, divided into MiaoRui clothing companys analysis, the growing experience and current predicament, MiaoRui clothing company growth history review, MiaoRui clothing company facing difficulties. The 4nd chapter, the content is mainly MiaoRui clothing company OEM strategy defects and introduces MiaoRui dress from OEM to independent create brand strategy selection and difficult. For the 5 chapter on, the content is mainly MiaoRui clothing company brand building strategy, domestic costume market situation, the organization structure adjustment, briefly, marketing channel construction culture establishment, the company competition strategy, the companys brand construction risk and strategies. the sixth chapter of the article, content. Summary and o