东莞虎门服装业现状及发展分析 - 以以纯集团为例

东莞虎门服装业现状及发展分析——以以纯集团为例

[论文摘要]服装产业是东莞制造业的支柱产业之一。在经济全球化的过程中，特别是在2012年欧债危机之后，虎门服装业受到了严峻的威胁和挑战，但挑战的背后也是重要的机遇，如何根据虎门服装业的优势，抓住机遇并迎接挑战进行转型升级便是重中之重。以纯集团是虎门乃至中国本土服装业的龙头企业，本文在梳理国内外关于服装业关于转型升级的重要理论成果后，将以纯集团作为研究对象，对其现状和发展进行分析后，提出关于虎门服装业转型升级的相应对策和方法。

[关键词]虎门服装业；发展；转型升级

[Abstract]Clothing industry is one of the pillar industries of Dongguan manufacturing industry.In the process of economic globalization, especially after the 2012 European debt crisis, Humen clothing industry suffered serious threats and challenges, but there are countless opportunities for development behind threats and challenges.It is the priority among priorities to seize the opportunity and rise to the challenge to transformation and upgrading according to the Humen clothing industry’s advantages. The YISHION group is the leading enterprises in Humen and even in Chinese national clothing industry.This thesis reviews thedomestic and international important theoretical achievements about the transformation and upgrading of clothing industry and takes the YISHION groupas the research object to analyze the current situation and development trend,and then are put forward the corresponding countermeasures and methods about the transformation and upgrading of Humen clothing industry.

[Key words]Humen clothing industry；development；transformation and upgrading

目 录

引言 .......................................................... 1 1.虎门服装业的发展之路 ......................................... 1 1.1虎门服装产业的简介 ......................................... 1 1.2虎门服装产业的发展历程 ..................................... 1 1.3虎门服装业独特的发展模式 ................................... 1 1.3.1先造市后造厂 ............................................. 1 1.3.2制造集群效应 ............................................. 2 1.3.3立足平民路线 ............................................. 2 2.虎门服装业遭遇发展瓶颈 ....................................... 2 2.1外贸订单下降 ............................................... 2 2.2供大于求导致库存大量积压 ................................... 2 3.虎门服装业发展瓶颈原因分析 ................................... 3 3.1推广力度不足 ............................................... 3 3.2缺乏自主的设计风格 ......................................... 3 3.3缺乏专业的人才 ............................................. 4 3.3.1缺乏专业的服装设计师 ..................................... 4 3.3.2家族式企业压榨人才的生存空间 ............................. 4 3.4经营模式相对滞后 ........................................... 4 4.虎门服装产业升级建议 ......................................... 5 4.1加强品牌推广 ............................................... 5 4.1.1在关键地方做广告宣传 ..................................... 5 4.1.2加强与客户的沟通 ......................................... 5 4.2大力培养专业人才 ........................................... 5 4.3强化品牌建设 ............................................... 5 4.3.1注重市场细分 ............................................. 6 4.3.2保护知识产权，鼓励原创 ................................... 6 4.3.2.1设立完整的原创激励制度 ................................. 6 4.3.2.2加强打假巡查 ........................................... 6 4.3.2.3完善服装设计领域的知识产权保护法 ....................... 7 4.3.2.4提高知识产权保护意识 ................................... 7 4.4改变经营发展模式 ........................................... 7 4.4.1减少加盟店的数量 ......................................... 7

4.4.2线上+线下模式 ............................................ 8 结论 .......................................................... 9 参考文献 ..................................................... 10 致谢 ......................................................... 11