浙江服装国际化品牌战略研究毕业论文.docVIP

毕业论文 （20_ _届） 浙江服装国际化品牌战略研究 摘 要 我国目前是世界上服装产量和出口量第一的服装大国，但不是一个服装强国。其中，浙江服装在全国服装中实力较强，发展较为迅速。尤其是在中国内销市场中，有不计其数的浙江本土服装品牌。其中，有一些服装品牌开始慢慢涉足国际舞台，但是目前发展得不够理想，遇到了各种瓶颈和障碍。可以说，绝大多数的浙江服装品牌缺乏文化内涵，并难得到国际市场的认可，同时，在服装产品设计，品牌运作，管理水平上仍存在很大问题。因此，在浙江服装业在打造国际品牌的过程中，仍有很多须要研究和琢磨。浙江服装品牌的发展现状亟需各方面的努力和提高来改变。 本文聚焦发展浙江国际化服装品牌的战略研究，根据进行品牌国际化的理论基础，在进行浙江服装品牌发展现状实际分析的同时，运用案例分析法对浙江的本土品牌进行分析，研究其品牌的品牌概况，品牌发展策略及在该品牌在国际化发展中所遇到的问题，并提出解决策略，同时提出浙江服装产业未来发展趋势。于此同时，本文运用对比比较分析法，将浙江本土的品牌与国际知名品牌进行对比，反应出浙江本土品牌组要学习和提升之处，并最终为浙江的服装品牌国际化发展提出品牌化战略。 关键词：品牌；国际化；浙江服装 Abstract China is a powerful country with the highest yield of clothing production and exports in the world stage. However, China is not a strong country in terms of clothing. There are only few famous fashion brands in the international market. The development of clothing in China is not depending on the brands, while it depends on the low cost and rich labor. Zhejiang clothing has superpower in the national wide. The garment industry is developing quickly. Especially in the domestic market, there are a large number of Zhejiang native fashion brands. Also, some of these brands are stepping on the global stage. Nevertheless, these brands are facing different kinds of barriers and problems. It is common that most Zhejiang fashion brands lack of culture, and they hardly can receive the acceptance of the fashion design brand management and so forth. Therefore, in order to establish our own Zhejiang international fashion brands, we have so many things to do to improve our native brands. This article focuses on the research into the strategies of the globalization of Zhejiang fashion brands. Meanwhile, suggesting the strategies and measures of being internationally. In addition, proposing the future development of Zhejiang garment industry. Keywords: Brand; Internationalization; Zhejiang Garment 目 录 1 品牌国际化的概述..................................................................................................1 1.1 品牌国际化的内涵....................................