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河北工程大学科信学院毕业设计（论文）题目：中国服装业品牌国际化的问题与对策研究学生姓名：徐尧南学号：100152220专业：国际经济与贸易班级：国贸（2）班指导老师：孙锦摘要I摘要21世纪的服装理念已经大大区别于上个世纪，从蔽体的基础作用到今天的彰显身份地位，从追赶潮流到张扬个性、体现新文化，服装的作用发生了本质的变化。综观国内服装厂家20余年的发展历程，其中失败与成功均可圈可点。但是，凭心而论，我国目前仍未有如皮尔·卡丹之类称霸世界的服装品牌。本文分析了我国服装品牌的发展现状和在国际市场的地位，以及如何打造国际化服装品牌面临的问题，然后明确了我国服装企业品牌国际化的目标，提出了我国服装品牌国际化的战略研究及迈向国际市场的对策，使我国的服装品牌真正的走向国际时尚舞台。关键词：服装品牌；国际市场；对策研究AbstractIIChina'sclothingbrandandthedevelopmentofstrategiestowardstheinternationalmarketAbstractTheconceptofthe21stcenturyhasbeensignificantlydifferentfromtheclothesthelastcentury,fromthebasisoftheroletocovertheirbodiestothestatusoftoday'sshow,fromthepublicitytocatchupwiththetrendofpersonality,reflectthenewculture,theroleofclothingchangeshavetakenplaceinnature.Lookingatthedomesticapparelmanufacturersmorethan20yearsofthedevelopmentprocess,inwhichfailureandsuccessareworthnoting.However,withtheheartspeaking,asourcountryhasyettolikePierreCardinclothingbrandtodominatetheworld.ThispaperanalyzesthedevelopmentofChina'sclothingbrandstatusandthestatusintheinternationalmarketandhowtobuildaninternationalbrandofclothingtheobstacles,andthenclearbrandgarmententerprisesofChina'sgoalofinternationalization,theinternationalfashionbrandinChina'sstrategicstudiesandmeasurestowardstheinternationalmarket,sothatourtrueclothingbrandintotheinternationalfashionstage.Keywords：Clothingbrand；theinternationalmarket；Countermeasures目录目录摘要......................................................................................................................................IAbstract......................................................................................................................................II1绪论........................................................................................................................................11.1研究背景及意义...........................................................................................................11.2研究的主要内容...........................................................................................................22品牌国际化概述....................................................................................................................32.1品牌的内涵及特征......................................................................................................32.2品牌及其国际化的重要意义.......................................................................................53服装品牌国际化的现状和优劣势分析................................................................................73.1我国服装品牌国际化的现状.......................................................................................73.2服装品牌国际化的优势...............................................................................................83.3服装品牌国际化的劣势...............................................................................................84我国服装品牌进入国际市场的障碍..................................................................................104.1质量档次低，品牌建设落后.....................................................................................104.2服装文化品味低，缺乏文化内涵.............................................................................104.3品牌定位不明确，市场细分不到位.........................................................................114.4缺乏标准化认证，服装面料生产技术落后.............................................................114.5大力发展OEM阻碍品牌国际化发展......................................................................124.6品牌经营手段单一，国际营销渠道薄弱.................................................................124.7纺织服装企业成本不断上升.....................................................................................135我国服装品牌国际化战略及迈向国际市场对策..............................................................145.1正确的品牌定位，遵循品牌经营的游戏规则.........................................................145.2正确引导消费者，提高品牌的认知度和忠诚度.....................................................155.3构建本土化VMP，建立服装品牌优势与市场突围能力.......................................155.4整合国内服装企业，推动品牌能级提升.................................................................155.5创建我国服装品牌的自主化.....................................................................................165.6建立配套的服务营销模式.........................................................................................195.7按国际质量标准生产产品.........................................................................................195.8将文化融入服装,提高服装的文化品位....................................................................206结束语..................................................................................................................................21参考文献..................................................................................................................................22致谢..........................................................................................................................................23河北工程大学毕业论文1绪论1.1研究背景及意义纺织服装业不仅是我国传统经济行业的支柱产业，同时纺织服装出口更是拉动我国外贸出口的重要动力之一。长期以来，中国凭借丰富的劳动力资源和廉价的劳动力成本，产业集群配套发展等方面的优势，发展成为全球最大纺织品服装生产国和出口国。虽然我国是服装大国，但是却并无品牌优势，到目前为止，还没有一个世界著名的服装品牌。目前我国的服装出口方式主要以贴牌（OEM）为主，附加值低，严重影响了我国服装业国际竞争力的提升。在我国的服装出口格局中，按照进