摘要
中国服装界内的从业人士一直都有自我创业的传统，且进入门槛较低，行业及资源限制也比较有限，这就造就了服饰品牌林立，市场竞争激烈的中国服装行业现状，当中国市场对外开放的步伐加快，一个个国外知名品牌不断在各类城市中显现，但是中国品牌在国际市场上却并只有很小的份额，是不得不让人思考，中国服装品牌出不了国门的原因。
常熟服装品牌多且杂，它的发展可以代表中国服装品牌的总体趋势，可以作为中国服装品牌在国际市场上未能占有份额的研究对象。本文拟从对常熟服装品牌产业出口现状的分析入手，从加强自主品牌建设的角度对常熟服装产业在今后的发展提出一些建议
关键词：常熟服装品牌；自主品牌建设
Abstract
Chinese practitioners within the fashion industry have always been the tradition of self-employment, and lower barriers to entry, industry and resource constraints are more limited, which created a clothing brand shops, market, competitive status of the Chinese garment industry, when the Chinese market of foreign accelerate the pace of opening up, one by one foreign brands continue to appear in various cities, but the Chinese brand in the international market and only a small share, but is forced to make people think, Chinese clothing brand out of the door can not be the reason.
Changshu large and miscellaneous clothing brand, it can represent the development of the overall trend in China clothing brand, as Chinese clothing brand in the international market can not share the object of study. This paper from the export industry of Changshu apparel brands analyzing the status quo, from the perspective of strengthening the building of its own brand of apparel industry in Changshu some suggestions for future development.
Key word：Changshu clothing brand; own brand building
目 录
目 录………………………………………………………………………………………………………………. 3
引 言………………………………………………………………………………………………………………. 4
一．常熟出口服装品牌的发展现状……………………………………………………………………….. 4
㈠过去常熟品牌取得成功的经验………………………………………………………………. 5
客观条件……………………………………………………………………………………………… 5
主观因素……………………………………………………………………………………………… 5
㈡成功案例——波司登…………………………………………………………………………… 5
二．常熟出口服装品牌发展中存在的问题………………………………………………………………. 6
㈠. 劳动力成本优势减弱……………………………………………………………………….. 6
㈡. 人民币升值引起服装出口竞争力趋弱………………………………………………….. 7
㈢. 常熟服装企业自主生产性不强…………………………………………………………… 7
㈣. 出口成本较大，且品牌竞争力不强…………………………………………………….. 7
㈤. 常熟服装品牌缺乏内涵…………………………………………………………………….. 7
㈥. 品牌定位不明确……………………………………………………………………………… 8
㈦. 产品质量不过关……………………………………………………………………………… 8
三．国外品牌在华发展的实例与启发…………………………………………………………………….. 9
㈠. Fornari佛罗伦品牌………………………………………………………………………… 9
㈡. VERO MODA品牌……………………………………………………………………………… 10
四．常熟服装品牌进入国际市场的对策和建议………………………………………………………. 11
㈠. 加强内部管理，降低出口成本………………………………………………………………… 11
㈡. 提升品牌形象……………………………………………………………………………………… 12
㈢. 实施品牌战略管理……………………………………………………………………………….. 12
㈣. 走差异化和品牌化运作的道路………………………………………………………………… 12
㈤. 引进优秀人才以优化经营管理………………………………………………………………… 13
㈥. 加强产业集群……………………………………………………………………………………… 13
㈦. 提升产品质量……………………………………………………………………………………… 14
结语………………………………………………………………………………………………………………. 15
参考文献………………………………………………………………………………………………………… 15
