著名鞋類企業塑造國際品牌的路徑及啟示

國際貿易論文編號:GM022    包括:開題報告及任務書,論文字數:17981,頁數:29

目  錄
1. 引論 .............................................................2
1.1 寫作的必要性 ....................................................2
1.2 國際鞋類品牌概述 ................................................2
1.3 品牌塑造的相關理論及模型 ........................................3
1.4 寫作思路和方法 ..................................................7
2. 世界鞋類產品市場情況以及各國的著名品牌 ...........................8
2.1 世界鞋類產品市場概況 ............................................8
2.2 各國主要的鞋類品牌介紹 ..........................................13
2.3 著名鞋類品牌對市場格局的影響 ....................................14
3. 著名鞋類企業品牌塑造的路徑分析 ...................................16
3.1 LaCrosse的道路——從質量和創新出發.............................. 16
3.2 ECCO走世界——設計以人為本 ......................................17
3.3 Nike的成功——本土化營銷 ........................................18
3.4 Geox的信心——源自對技術和時尚把握 ..............................19
4. 著名鞋類品牌塑造路徑對中國鞋類企業塑造國際品牌的啟示 .............19
4.1 著名鞋類企業品牌塑造路徑成功經驗................................ 19
4.2 對中國鞋類企業塑造國際品牌的啟示 ................................20
5. 結論 ............................................................24
參考文獻 ............................................................26

摘     要

       中國是世界上最大的產鞋國同時也是世界上僅次于美國的鞋產品消費國。中國連續七年占世界鞋產量的50%，中國生產的鞋類產品約有40%進入國際市場，貿易額達300多億美元，約占世界鞋類產品貿易的25%。但令人遺憾的是，到目前為止，我國幾乎還沒有真正被世界承認的著名國際品牌。
     本文首先闡述了國際品牌的概念和特征，闡述了品牌塑造的理論基礎。其次，從世界鞋類產品市場情況出發，分析了各國鞋類市場概況和品牌概況，并且指出了品牌對于附加值的重要意義。接下來，筆者以Nike、ECCO、LaCrosse、Geox四個著名國際品牌為例，分析了它們成功塑造國際品牌的路徑。雖然就國內鞋業的目前發展狀況而言，我國在生產總量上占有絕對的優勢，但依然難以與國外品牌企業相抗衡。這實際上涉及到了國內制鞋工業的結構、地區性發展不平衡、產業技術與資本支持等多方面的原因。因此，最后作者在總結四大品牌成功路徑經驗的基礎上，結合中國鞋類品牌的現狀，提出了中國鞋類企業塑造著名國際品牌的路徑。
 
【關鍵詞】     著名鞋類企業   國際品牌    路徑    啟示

Abstract

China is the largest shoe-making country and the second largest shoe-consuming country, with only the United States taking the lead. In the past seven years, shoes made in China have taken up over 50 percent of the total production of the world. 40 percent of the shoes made in China are sold in the foreign markets. The trade volume of shoes amounts to over 30 billion dollars, which is about 25 percent of the world’s total trade volume of shoes. Unfortunately, seldom any Chinese brand has been acknowledged as famous brand by the global market so far.
This paper elaborates the concept and characteristics of international brand and explains the theories of brand modeling first. Then, the paper focuses on the statue of international shoes market and the general situation of shoes brand in many countries, such as the United States, France, England and Germany, as well as the importance of the value added to a brand. After that, the paper takes some famous international shoes market as examples, including Nike, ECCO, LaCrosse and Geox, analyzing the successful routes by which they head for their brand modeling. Though we have absolute advantage in total production, it is still difficult for domestic shoe-makers to compete with the famous foreign shoe brands at present. In fact, it is connected with the structure of the Chinese shoe industry, imbalance of district development, industry technology and capital support, etc. In the end, by combining the successful routes of the brands referred to with the facts of the China's shoes market, the paper brings up the routes for Chinese shoes-making companies in modeling famous international brand.

【Key Words】  Famous shoe-making company;  International brand; Routes; Apocalypse