宁波男装企业国际化经营现状及对策分析毕业论文.docVIP

毕业论文 （20_ _届） 宁波男装企业国际化经营现状及对策分析 摘 要 宁波市是中国的服装大市，已经基本形成了以男装产业为核心和特色的产业结构体系。杉杉、雅戈尔、罗蒙等男装品牌已经是家喻户晓。但是在国际市场上，宁波服装产业的竞争优势还基本停留在制造这一低端环节上，在服装设计——制造——销售大环节中扮演的还依然是纯生产加工型的角色。出口产品主要是定牌加工的产品，多为中低档的低附加值产品。 本文通过研究宁波男装出口贸易额增长明显，男装企业开始走国际化经营道路的现状，并且在研究过程中以杉杉企业的国际化历程作为经典案例，深入分析宁波男装企业国际化发展过程中遭遇的企业品牌缺乏规划，国际贸易环境恶化，后备资金不足等问题，进而提出一些关于宁波男装走出去战略实施，男装品牌向国际扩张,培养和引进各类人才，与国外企业战略联营等经营策略，为宁波男装企业今后的国际化发展提供借鉴。 关键词：Abstract Ningbo is a big clothing market of China, Has basically formed a mens industry as the core and the characteristics of the industrial structure system. It’s very famous of Shanshan, Youngor, Romon other mens brand. But in the international market, Ningbo garment industry is also essential to stay competitive advantage in the manufacture of the low-end part, in the fashion design - manufacturing - selling also played a large part is still the role of pure production and processing. For licensing exports are mainly processed products, mostly for middle and low, low value-added products. This paper studies the export trade volume increased significantly in Ningbo men, mens business began to take the path of the status of international operations, and in the course of the study to the international business process Shanshan as a classic case, in-depth analysis of the development process in the international business experience Brand lack of planning, international trade, environmental degradation, lack of reserve funds and other issues, then some men to go out on the implementation of the strategy, Ningbo, mens brand to the international expansion, training and the introduction of various types of talent, strategic joint venture with foreign enterprises and other business strategy, Ningbo Mens international development enterprises in the future for reference. Keywords: International tread; Men’s business; Brand expansion; Business strategy 目 录 1 宁波男装企业国际化经营概况 1 1.1 宁波男装业发展现状 1 1.2 宁波男装企业出口贸易现状 2 1.3 宁波男装企业国际化经营现状 3 1.4 宁波男装企业国际化经营的优势 4 1.4.1 品牌优势 4 1.4.2 规模优势 4 1.4.3 创新优势 5 2