dyj公司的品牌管理分析

《dyj公司的品牌管理分析》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、西南交通大学硕士研究生学位论文第1I页-—_l__E-_

2、__l_____IIl__Il_g目E_l●l____l_I_ll_l目__自自___l_l●●_lII_____-I_●-_FI_

3、目___AbstractSincethereformandopeningup，Chineseindustryhasmaderapidprogress，theclothingindustrieshavedevelopedfromtheoriginalsmallworkshopsintowell—knowncompanieswhoseincomeismorethan

4、10billion．Butthesituationofthemediumandsmallclothingindustriesthataccountsforalargeshareoftheclothingindustrieswillbegrimmerandgrimmer．WiththedevelopmentofChineseeconomics，thelaborcostthathadadvantagesagohasrisensharply；therawmaterialshaverisensignificantly．Alsohasincreasinglyd

5、eterioratingsituationininternationaltrade，such硒imposingimporttariffs，importquotas，restrictionsonChineseclothingindustry,andprotectingtheirownclothingcompanies．TherapidlyrisinginpurchaSecostsalsomakesanumberofinternationalclothinggiantsturningtheirattentiontotheprocurementofSout

6、heastAsiancountries，VietnamandIndia．Somefactoriesaremovedtotheinterior,suchasHenan,Chongqingandothercities．ThemanagementinOurclothingfactoriesismuchrougher,andhasrelativelylowerprofit．Theclothingindustryisatacrossroadsalongthecoast，andtheclothingenterprisesinthesouthhavebeenbra

7、ndingandsellingondomesticmarketssince10yearsago，such弱GroomsuitsandQipaiMen．Thesmallandmediumclothingenterprisesinthenorthemcoasthavebackwardnessandweakbrandawareness．ThefinancialcrisisoriginatedintheUnitedStatesin2007ledtoasubstantialreductioninclothingexportsandthepricedecline

8、．Manysmallandmediumclothingenterpriseshavebeencloseddown．Theenterprisesthathavenotbeenclosedareinanawkwardpositionbecauseofthedreducedordersanddeclineprices．TheseProcessingfactoriesaretheOEMfortheworld-famousbrands，withnoproblemintechnicallevel，processingquality．Chineseeconomyh

9、asbeenbeginningtostimulatedomesticdemand,andhasexceedingdomesticmarketthanexportsforthefirsttimein2008．Aiderasurveyfoundchildren’Sclothingmarket’wefmdthatwiththedevelopmentofeconomics，Chinahasmorethan1,000three。wireorfour-tiercities，ofwhichmorethan400aredevelopedcities，withhigh

10、brand。consciousconsumers．However’inordertocontrollogis