从模仿到创新浙江民营服装企业的品牌创建之路.doc

内 容 摘 要 民营服装企业是浙江省服装业的主力军。在将近30年的发展历程中，民营服装企业努力从加工贸易、“贴牌”生产转到自主品牌创建，从以往的品牌发展的模仿地位，上升到企业品牌创新，并期望能在未来国际竞争中逐步占据高端市场。这一战略转移关系到中国服装行业的未来持续发展。我们要以创建国际品牌为目标，改善经营管理、加快产业提升，走自主创新的发展道路。浙江民营企业服装品牌走向世界的最关键的因素就是如何对自己的品牌发展道路进行符合自身条件的品牌创新。 本文关注的正是浙江民营服装企业在企业品牌创建中表现出的模仿到创新的共性。本文运用品牌学，管理学等基本理论揭示他们品牌创建的共性。总结法国服装品牌“香奈儿”和中国服装品牌“雅戈尔”的成功经验，进一步强调民营服装企业从模仿到创新转变的重要性，并提出对策。希望这一研究对我们浙江省民营服装企业品牌建设有一定的参考意义。 关键词：模仿；创新；民营；服装企业；品牌  ABSTRACT Privately operated clothing enterprise is a very important force of garment industry in Zhe Jiang province. In the course of nearly 30 years, trying to switch from processing trade, OEM trade to self-brand building. Change brand imitation to brand innovation，anticipating a positive position in the international competition，occupying the high-grade market step by step. This strategic switch is related to the Chinese garment industry’s sustainable development. We should aim at creating international brands by Improving management, speeding up industrial upgrading, making the way of self-innovation. The most crucial factor for the brand of Zhe Jiang private clothing enterprise switching to international brands is how to make the brand innovation that fit for its own way of brand development. This text concerning about the common imitation of brand building of Zhe Jiang private clothing enterprises， which is from imitation to innovation. And using the basic theory of Branding and Management to reveal the commonality in brand construction of them. Summing up successful experience of the French fashion brand “Chanel” and Chinese brand “Youngor”(ya ge er). Emphasize the importance of the private garment enterprises shift from brand building imitation roads to brand building innovation roads and put forward countermeasures for its change. Hope this thesis can be helpful in exploring our private clothing enterprise’s brand construction. KEYWORDS：Imitation；Innovation；Private；Clothing enterprises; Brand 正文目录 引言 1 第一章 浙江民营服装企业品牌建设现状与问题 2 第一节 浙江服装业的基本情况 2 第二节 民营服装企业品牌建