论纺织行业的名牌战略-管理科学与工程专业论文.docxVIP

武汉理工大学硕士学位论文摘要 武汉理工大学硕士学位论文 摘要 创名牌、保护名牌、发展名牌已成为当前国人关注的热点问题之一。 只有过好名牌这一关，我国企业才能在新的世纪得到新的发展，永远立于 不败之地。实施名牌战略，是实现中央提出的经济体制和经济增长方式两 个战略转变的重要内容，也是全面建设小康社会的有力杠杆。本文从讨论 名牌战略的作用和意义，以及名牌战略的理论着手，并分析国际名牌的特 点和发展趋势，阐述我国纺织业创名牌的理论和方法。 开创纺织名牌是一项系统工程，需要产品本身品质的优良及品牌内 涵的高品位，需要企业广告和营销手段的高明．需要从经营理念到管理模 式、生产技术、设备投资及捕捉市场契机、切合消费心理等诸多方丽的成 功因素。名牌的开创应注意以下几点： (1)质量是创名牌的生命线 (2)品种是创名牌的立足点 1)多品种开发；2)新品种开发；3)独特的产品风格。 (3)企业的经营管理机制是落实名牌工作的关键 1)提高企业经营者创名牌的意识 2)市场调查和预测是创名牌的保证 3)加强生产、技术、设备的投资 4)广告宣传的市场推广作用 5)注重企业信誉，保护名牌声誉 分析近年纺织品进出口情况可见，中国纺织名牌的开创以服装业为支 柱产业，～条龙开发服装，既包括梭织服装，更应注重针织服装的发展潜 力。从而打开纺织业被动局面，用名牌产品这块“敲门砖”敲开国际市场，重 振纺织雄风! 关键词：纺织行业，名牌，无形资产，质量，效益 武汉理工大学硕士学位论文Abstract 武汉理工大学硕士学位论文 Abstract Greating famous--brand，protecting Famous--brand and developing Famous--brand have become one of the most careful matters by Chinese．only when we resolve the pass of Famous一-brand，chinese enterprises carl be developed in the new century and will be invincible forever．Carrying out the strategy of Famous～brand iS all important content to build an attluent society roundly，which is brought out by the central government，and is also apowerful way to promot the Two Turning．nlis artical is about discussing the affect， significance and theory of the Famous--brand， meanwhile anylising the peculiarity and developing trend of international Famous--brands，elaborating theory and ways on how to creat Famous--brands in Chinese textile industry． As a kind of incorporeal asset，they have the extreme advantage and make the enterprise win in the market comptition． Great textile famou卜brand iS a system engineering，it iS comprensive from products themself to the enterprise including many factors such as：quality， rarity，advertrisement，sales，business mentality，business strategy，production technology access and SO on． My opinion as following： A、Quality is the first B、The basis offamous--brand products is varity (1)varity(2)opan up n州products(3)unique syle ofproduct C、Managerial mechanisms of enterprises is the key point to crarry out the work