浅谈现阶段中国服装品牌的现状丶问题与对策.pdf

XX学校毕业论文（设计） 浅谈现阶段中国服装品牌现状、问题与对策 —以雅戈尔品牌发展问题为例 学 生：X X X 学 号：X X X 专 业：X X X 班 级：X X X 指导教师：X X X 经济与管理学院 二 O 一二年六月 0 摘 要 近几年，中国服装业得到了迅速发展，在世界范围占据一定的席位，但是中 国还只停留在“制造大国”的水平上，顺应时代的要求，走出发展困境，中国应 让自己的服装品牌顺利走上品牌国际化之路。 本文立足于我国服装业现状、存在的问题及国际服装品牌现状等方面进行分 析，以雅戈尔品牌发展的历程为例，对中国服装业打造国际品牌进行了战略性研 究，并提出相应的对策分析，期待在未来发展的进程中能保证我国服装业走向健 康发展之路。 关键词：服装业，品牌化，战略研究 1 Abstract In recent years, Chinas garment industry has been developing rapidly, in the world to occupy certain seats, but China still stays in the level make big country, comply with the requirements of the times, walk out of development dilemma, China should make their own clothing brand successfully embarked on the road of internationalization of brand. This article is based on Chinas clothing industry present situation, the existing problems and the international clothing brand status and other aspects of analysis, the Chinese garment industry to build international brands for the strategic research, and put forward the corresponding countermeasures, look forward to in the future development process to ensure industry of our country garment toward the road of healthy development. Keywords: clothing industry, brand, strategy research