摘要
服装业是宁波市的传统优势产业和支柱产业,对宁波的经济增长、就业、社会稳定等都起着重要的作用。改革开放以来,宁波服装业得到超常规发展,涌现了一批以雅戈尔、杉杉为代表的服装龙头企业。目前,宁波拥有各类服装企业3000多家,包括雅戈尔、杉杉、罗蒙、唐狮等四大中国驰名商标,太平鸟、洛兹、培罗成等15个中国名牌产品。宁波已经形成了以西服、衬衫为龙头,包括时尚女装、针织服装、羊绒服装、休闲装、童装、皮装等品种的庞大服装产业集群。
但是目前宁波服装业面临着“内忧外患”的困境:在国内市场,除了温州、杭州等一些省内服装品牌继续与宁波品牌竞争外,近两年来,福建泉州的九牧王、利郎、劲霸等服装品牌,发展势头也甚旺,在声势上超过宁波服装。在国际市场上,自我国加入WTO之后,宁波的纺织品与服装出口贸易也迎来了机遇和挑战。人民币升值,原材料、劳动力成本上涨,致使企业出口量减少,利润锐减,竞争力下降。外加许多国外品牌长驱直入,占据了中国消费市场的半壁江山,致使大众对国内品牌的需求减弱。
因此提升宁波服装业的竞争力是当务之急。这不仅对宁波的服装业同时也对我国的服装业的可持续发展有重要的现实意义。
本文从企业核心竞争力的概述入手,简要介绍了本研究的理论基础以及服装企业核心竞争力的内涵、特征及作用和服装企业核心竞争力的形成机理。然后是对宁波市服装企业的核心竞争力的分析,包括服装企业核心竞争力的内涵、特征及作用以及服装企业核心竞争力的形成机理和宁波市服装企业的核心竞争力分析。接着是国内外成功企业提升核心竞争力的经验借鉴,包括麦考林提升核心竞争力的经验和AS0S提升核心竞争力的经验。然后在前面分析的基础上提出了宁波市服装企业核心竞争力优化及保障措施。最后是结论。
关键词:核心竞争力;服装企业;宁波市
Abstract
Garment industry is the traditional competitive industries and pillar industries ofNingbo, Ningbo's economic growth, employment, social stability and so plays animportant role. Since the reform and opening up, Ningbo garment industry to getextraordinary development, the emergence of a group of Youngor,Shanshan garmententerprises represented. At present, Ningbo has more than 3,000 types of clothingcompanies, including Youngor, Shanshan, Romon,Tang lions and other four Chinesewell-known trademarks, peaceful birds,Rouse,Progen and other 15 Chinese famous brand.
Ningbo has formed a suit, shirt as a leader,including women's fashion, knitwear, cashmereclothing, casual wear,children's clothing, leather and other varieties of huge garmentindustry cluster.
But now Ningbo garment industry is facing "internal and external" dilemma : in thedomestic market,Wenzhou,Hangzhou and some other province apparel brands continue towork with outside Ningbo brand competition, the last two years, joeone Quanzhou, FujianProvince,Lee Lang,Ba Jin and other clothing brands,momentum is very busy on themomentum over Ningbo clothing. In the international market, since China's accession toWTO, Ningbo textile and garment export trade also will usher in opportunities andchallenges. RMB appreciation, raw materials,labor costs, resulting in reduction in exportvolume, profit plummeted,declining competitiveness. Plus many foreign brands march,occupy half of China's consumer market, resulting in international demand weakened.
Therefore, to enhance the competitiveness of Ningbo garment industry is a priority. This isnot only our country but also for the sustainable development of the garment industry hasimportant practical significance for Ningbo garment industry.
In this paper, an overview of core competitiveness of enterprises to start, brieflyintroduced the theoretical basis of the formation mechanism of the connotation andgarment enterprises core competitiveness of the study, and the role and characteristics ofthe core competitiveness of clothing enterprises. Then the core competitiveness ofenterprises in Ningbo garment analysis, including clothing enterprise's corecompetitiveness connotation, characteristics and formation mechanism of action as well asclothing and core competitiveness of enterprises in Ningbo City clothing company's corecompetitiveness analysis. Followed by successful domestic and foreign enterprises toenhance the core competitiveness of Experience, including McCaw enhance the corecompetitiveness of experience and ASOS enhance the core competitiveness of experience.
Then,based on the analysis presented in front of Ningbo garment enterprises to optimizethe core competitiveness and safeguard measures. Finally, the conclusion.
Key words : Ningbo ; garment enterprises ; core competitiveness
目录
摘要
Abstract
第1章绪论
1. 1研究背景和研究意义
1. 1. 1研究背景
1. 1. 2研究意义
1. 2国内外研究现状
1.2.1国内研究现状
1.2.2国外研究现状
1. 3研究内容、方法和路线
1.3.1研究内容
1.3.2研究方法
1.3.3研究技术路线
第2章企业核心竞争力概述
2.1研究的理论基础
2.1.1经济增长理论
2. 1. 2可持续发展理论
2. 1. 3创新理论
2. 2企业核心竞争力
2. 2. 1核心竞争力的概念
2.2.2核心竞争力的特征
2. 2. 3企业塑造核心竞争力的必要性
2. 2. 4核心竞争力的确定
2. 3服装企业核心竞争力的内在、特点和作用
2. 3. 1服装企业核心竞争力的内在
2. 3. 2服装企业核心竞争力的特征
2. 3. 3服装企业核心竞争力的功能和作用
第3章宁波市服装企业的核心竞争力分析
3. 1宁波市服装企业的核心竞争力状况
3.1.1服装行业的特点
3. 2宁波市服装企业竞争力存在的问题及原因分析
3. 2. 1企业技术方面
3. 2. 2企业资金方面
3.2.3企业组织管理方面
3. 2. 4产品营销方面
3. 2. 5企业自主创新方面
3. 3总结
第4章国内外企业提升核心竞争力的经验借鉴
4. 1麦考林提升核心竞争力的经验
4.1.1麦考林简介
4. 1. 2麦考林提升核心竞争力的方式
4.1.3麦考林核心竞争力提升的效果
4. 2 ASOS提高核心竞争力的经验
4. 2. 1 ASOS企业状况简介
4. 2. 2 ASOS提升核心竞争力的方式
4. 2. 3 ASOS核心竞争力提高的效果
4. 3国内外企业提升核心竞争力的经验借鉴
4. 3. 1提升技术核心竞争力
4. 3. 2提升管理核心竞争力
4.3.3提升整合核心竞争力
第5章宁波市服装企业核心竞争力提升的主要措施
5. 1建立服装企业推进机制
5. 2转变经营方式与业务方向
5. 3推进自主品牌建设
5. 4从产业布局和产业转移角度对企业发展进行引导和调控
5. 5必须走产业升级之路
5. 6推进标准化OEM基地建设
5. 7建立完备的危机应对机制
结论及展望
参考文献
致谢
