基于自创品牌江苏省服装出口企业的转型发展研究
本文以江苏纺织服装业为研究对象，以创建自主品牌作为战略出发点，通过对江苏纺织服装业的调查、研究和分析，对于提高纺织服装业整体的竞争力提出相关建议。本文从以下两个方面展开研究，首先是对于中国整体的服装纺织产业现状的分析，再聚焦到江苏本省服装纺织产业的优劣势进行分析。就如何提高自创品牌的竞争力，从企业自身和政府政策方面给出相关建议。
毕业论文关键字：贴牌加工；自主品牌；核心竞争力
ABSTRACT
Whether it is in the whole country or in Jiangsu Province, the textile and garment industry has maintained a steady growth and has a very important position. But we see in clothing industry has developed rapidly, at the same time, but also clearly recognize that we still stay in to OEM based, brand influence is poor and the public acceptance degree low stage, which is China's textile and clothing products into the international high-end market increased the difficulty. Take the independent brand way to enhance the competitiveness of our country's clothing products, which for the textile and garment industry in Jiangsu and the national economy, has a very important practical significance.
The textiles and clothing industry in Jiangsu Province as the research object, to create their own brands as a strategic starting point by investigation, research and analysis to the textile and garment industry in Jiangsu Province, to improve the competitiveness of textile and garment industry as a whole related suggestions. This paper from the following two aspects, first of all, the overall situation of China's garment industry analysis, and then focus on the advantages and disadvantages of the textile industry in Jiangsu province to carry out analysis. On how to improve the competitiveness of their own brand, from the enterprise itself and the government policy related recommendations.
Key words: OEM; independent brand; core competitiveness
目 录
第一章 绪论 1
1.1研究的背景 1
1.2研究的意义 1
第二章 中国服装企业自主品牌特点及国际比较 2
2.1自主品牌的含义 2
2.2 中国服装企业自主品牌特点及国际比较 2
2.2.1 服装产品的特点分析 2
2.2.2中国服装企业自主品牌的国际比较分析 3
第三章 江苏自主品牌经营的纺织服装业发展现状 5
3.1江苏纺织服装产业的重要地位 5
3.2 江苏省纺织服装业出口竞争力的定量分析 6
3.2.2 贸易竞争力指数 8
3.2.3显示性比较优势指数 8
第四章 江苏服装自主品牌出口的优劣势分析及主要问题 9
4.1 优势分析 9
4.2 劣势分析 9
4.3 主要问题分析 10
4.3.1 出口市场单一 10
4.3.2 缺乏知名的自主品牌 10
4.3.3 无序竞争损害自主服装品牌的健康发展 10
4.3.4 对国际市场的变化敏感性不强 10
第五章 江苏服装企业实现自主品牌的对策 12
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