温州民营服装企业国际化品牌战略选择研究毕业论文.docVIP

PAGE III PAGE 1 毕业论文 （20_ _届） 温州民营服装企业国际化品牌战略选择研究 摘 要 本文以温州民营服装企业为主要研究对象，在阐述国际化品牌战略基本理论的基础上，探讨温州民营服装企业发展国际化品牌战略的重要性及发展中存在的问题，并提出了相关的对策和建议。 全文共分五个部分。首先，从品牌战略的内涵、品牌存在的价值和重要性出发，论述了关于国际化品牌战略的基本理论；其次，介绍了当前温州民营服装企业的基本情况和温州服装品牌的概况；再次，以温州民营服装企业为对象，分析了当前温州民营服装企业发展国际化品牌战略现状，包括优势、劣势和存在的问题；另外，本文结合以上观点并根据温州民营企业服装品牌与国内和国外品牌间的竞争状况，对温州服装企业国际化品牌战略的发展前景进行了预测；最后，本文结合温州实际，提出企业应正确认识品牌战略，针对温州民营服装企业发展的特点，提出了相应的对策与建议。 关键词：品牌战略；现状分析；发展趋势；对策建议 Abstract The paper investigates the private garment enterprises in Wenzhou. On the basis of explaining the basic theory of international brand strategy, it explores the importance, problems, countermeasures and recommendations of Wenzhou’s private garment enterprises take this strategy. There are five parts in this thesis. First of all, it discusses the basic theory about international brand strategy which includes the content, importance and value of existence of brand strategy. Second, it introduces the current private garment enterprises and basic situation of clothing brand profiles in Wenzhou. Third, it regards Wenzhou’s private garment enterprises as the main research subjects, then analyses the current status of development in Wenzhou’s international brand strategy, including strength, weakness and problems. Forth, based on the previous points and the competitive situation between domestic and foreign brands, it analyses the future development trends of Wenzhou’s international brand strategy. Finally, to combine the current situation of Wenzhou, it suggests that the enterprises should have a correct understanding of brand strategy. As to the characteristics of Wenzhou’s private garment enterprises, put forward the effective countermeasures and HYPERLINK app:suggestion \t _self suggestions. Keywords: brand strategy; current analysis; development trends; suggestions 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc292881317 1 国际化品牌战略相关理论 PAGEREF _Toc292881317 \h 1 HYPERLINK \l _Toc292881318 1.1 品牌 PAGEREF _Toc292881318 \h 1 HYPERLINK \l _Toc