【作者】 刘素婷；

【导师】 顾庆良； 李廷；

【作者基本信息】 东华大学 ， 国际贸易学， 2005， 硕士

【摘要】 目前中国服装产业正处于由“多元化整合期”向“量——值转变期”转型的过程中,开始向原创设计和自有品牌发展,成本优势已经不是主导的竞争优势。另一方面,后配额时代的我国服装工业将面临更加激烈的竞争。消费者对时尚服装产品的追求和对低品质产品的扬弃的消费倾向越益明显。这使得服装有可能、也必须从日益狭小的成本利润空间中走出来。在此背景下改变成本竞争策略,寻找新的竞争策略,重塑竞争力的问题广受有关学者的关注,本文将对我国服装业国际竞争力现状的评价以及竞争策略做一些研究。 本文认为服装业的国际竞争力应该是一种综合能力,不能单纯看资源优势或市场份额,国际竞争力不仅是现有的获利能力,而且更是一种持续地盈利的能力。 文章通过实证研究,评价、分析及总结了我国服装产业的竞争力现状,指出成本战略已经不能为中国服装业参与国际竞争提供显著的竞争优势,接着提出了在原有的比较优势基础上实施区域品牌战略代替过去的成本竞争战略的建议。同时结合“宁波服装业区域品牌”案例研究,提出了区域品牌战略的实施要点。 本文共分为5章。第1、2章,介绍了研究背景,在归纳了国内外产业国际竞争力的概念和理论基础上提出本文的概念定义,并阐述了区域品牌的理论。在第3章分析了国内外服装业发展的现状和趋势,并结合纺织产业发展阶段理论,指出我国服装业已经基本具备了产业升级的基础,而且国际竞争加剧,我国服装产业也必须提高自身竞争力。第4章,运用“我国产业国际竞争力评价指标体系”进行实证研究来分析我国服装业的国际竞争力现状。第5章,基于竞争力指标的分析结果,参考“品牌金字塔层级”模型,提出区域品牌战略代替成本竞争战略的办法,并结合案例研究指出了区域品牌战略的实施要点。更多还原

【Abstract】 The Apparel Industry of China has made considerable progress since China’s reform and opening-up. Right now, it’s on the shift from the "diversification & integration " stage to the "volume to value "stage. At the new stage, customers will prefer fashion and quality to low price of apparel, design & brand will take the place of costing and become the key competitive advantages. What’s more, the quota on global trade of textile and apparel is gradually canceled, which provides an unprecedented opportunity as well as challenges for the development of China’s apparel industry. How to grasp the opportunity and deal with the challenge is a hot problem now, and I want to give some study on it.In my study, the international competitiveness of apparel industry is more than the resource advantage or the large market share. It is should be an integrated ability which bring out profit not only at present, but also in the future. To formulate the competitiveness, Regional Brand Strategy instead of Costing Strategy will be the best choice. Then, I give an example by using a case study that’s "the Regional brand of apparel industry in Ningbo city". The frame of my study is as below. Firstly, from the development and the trends in China and the world, we can see clearly that China’s apparel industry has the conditions and the needs to upgrade. Secondly, using the "evaluating model on the international competitiveness of China’s industry", we get the conclusion as follows: on one hand, China’s apparel products have the strong market-dominated ability, on the other hand, we have theweakness in the future global competition, we must change the competition strategy aside from the cost and price. The current cost advantage of our apparel industry is reducing and facing the lower manufacturing cost in the countries like Pakistan and Indonesia. What’s more, the brand innovation center is still in the hands of some advanced countries. We need the world famous brand to enhance the value-added in our apparels.At last, enlightened by the case study on building the regional brand in Ningbo’s apparel industry, I suggest that the regional brand strategy of China apparel industry substitute the cost strategy. It’s true that one single apparel enterprise has many difficulties and no possibility to build a world brand. But there are many apparel clusters, and some of them are trying to build regional brand. We can cooperate with all the apparel enterprises within a region to build a famous regional brand in the world. The regional government and the enterprise should attend in and cooperate in the play. The government take it’s role by doing things from the macroscopical level, such as the orientation of the regional brand, the regional web building, the apparel human resource training, etc. The enterprise should do some things like enhancing the apparel quality, improving the innovation ability, and strengthening the information construction. Besides, Outsourcing is a good way for the enterprises to do job professionally, which can boost the cooperation and specialization between the corporations in the region. All these suggestions can help a apparel region to build a famous brand in the world, and then stimulate the competitive advantage and win the ability to get the persistent profit in the global competition.更多还原