【作者】 付新芳；

【导师】 陈雁；

【作者基本信息】 苏州大学 ， 服装设计与工程， 2007， 硕士

【摘要】 目前,随着我国成功地加入WTO和全球经济一体化速度的加快,品牌经营成为我国服装企业参与市场竞争的关键。河南省服装企业要想在国际竞争的舞台上占有一席之地。实施品牌战略是关键之所在。服装品牌战略的实施除了其它硬件要素以外,主要是服装专业人才的要求,而人才的培养需要服装教育的全面发展。为了使河南省服装业得到长足的发展,本文结合我国品牌发展的过程和现状,通过对河南省周边服装业现状调查和对河南省服装业现状分析,提出了河南省服装业发展品牌战略的构思。首先调查了河南省服装业的发展现状。通过对河南服装业现状分析,首先详细分析了河南省品牌经营的现状以及河南省服装企业品牌形象存在的问题、河南省服装品牌经营发展的影响因素,研究了河南省服装业的服装品牌战略的各项核心内容。详细地表述了服装品牌战略的具体步骤。其次阐述了实行品牌战略时服装业对人才的需求状况,分别从服装企业对人才需求的特点,服装企业对人才需求的结构两方面来分析。并调查分析了目前河南服装企业的人才现状。第三根据服装企业对人才的需求特点及河南省服装企业人才现状,详细分析了河南省服装教育的现状,以及河南省服装教育改革情况。揭示了服装教育改革中存在的不足及解决方法。最后提出了河南省服装业和服装教育发展品牌战略的建议。文中针对河南省服装业和服装教育的发展现状,提出发展品牌战略是本文的创新点,期望能对河南省服装业和服装教育提供可借鉴之处。更多还原

【Abstract】 At present, joins WTO and global economic integration speed quickening successfully along with our country, the brand manages into Our country Clothing Enterprise to participate in the market competition the key.The Henan Province clothing enterprise needs to want to hold the small space in the international competition stage.The implementation brand strategy is the key is at.The clothing brand strategy implementation besides other hardware essential factor, mainly is the clothing professional’s request, but talented person’s raise needs the full scale development which the clothing educates.In order to enable the Henan Province apparel industry to obtain the considerable development, this article unifies our country brand development the process and the present situation, through to the Henan Province peripheral apparel industry present situation investigation and to the Henan Province apparel industry present situation analysis, proposed the Henan Province apparel industry development brand strategy idea.First investigated the Henan Province apparel industry development present situation.Through to the Henan apparel industry present situation analysis, first the multianalysis Henan Province brand management the present situation as well as the Henan Province clothing enterprise brand image existence question, the Henan Province clothing brand management development influence factor, has studied the Henan Province apparel industry clothing brand strategy each core content.Has in detail indicated the clothing brand strategy concrete step.Next elaborated implements when the brand strategy the apparel industry to talented person’s demand condition, from the clothing enterprise to the talented person demand characteristic, the clothing enterprise analyzes separately to the talented person demand structure two aspects.And diagnosis at present Henan clothing enterprise’s talented person present situation.The third basis clothing enterprise to talented person’s demand characteristic and the Henan Province clothing enterprise talented person present situation, the multianalysis the present situation which Henan Province clothing educated, as well as Henan Province clothing education reform situation.Has promulgated the insufficiency and the solution which in the clothing education reform exists.Finally proposed the Henan Province apparel industry and the clothing education development brand strategy suggestion.In the article the development present situation which educates in view of the Henan Province apparel industry and the clothing, proposed the development brand strategy is this article innovation spot, expected can provides to the Henan Province apparel industry and the clothing education may place of the model.更多还原