創(chuàng)意經(jīng)濟(jì)背景下浙江外貿(mào)加工企業(yè)的自主品牌經(jīng)營

文化產(chǎn)業(yè)管理論文編號:WHCY057 論文字?jǐn)?shù):14011,頁數(shù):19 附任務(wù)書,開題報(bào)告,外文翻譯,文獻(xiàn)綜述

目錄
緒論 1
一、新時(shí)代格局下浙江經(jīng)濟(jì)的轉(zhuǎn)型思考 1
（一）浙江代加工企業(yè)發(fā)展現(xiàn)狀 1
（二）浙江代加工企業(yè)的出路：自主品牌經(jīng)營 2
二、創(chuàng)意經(jīng)濟(jì)——“以人為本”的創(chuàng)新經(jīng)濟(jì)增長模式 3
(一)浙江經(jīng)濟(jì)的轉(zhuǎn)型選擇：創(chuàng)意經(jīng)濟(jì)。 4
（二）創(chuàng)意經(jīng)濟(jì)將刷新OEM企業(yè)的品牌發(fā)展格局。 4
1、創(chuàng)意經(jīng)濟(jì)特征 4
2、創(chuàng)意經(jīng)濟(jì)背景下，企業(yè)發(fā)展自主品牌的特征 5
三、海利集團(tuán)“網(wǎng)娃”的案例分析 6
（一） 海利集團(tuán)的背景 6
（二）網(wǎng)娃模式 7
（三）海利集團(tuán)網(wǎng)娃 7
四、結(jié)論 9
（一）從宏觀上來看 9
1、經(jīng)營自有品牌須謹(jǐn)慎選擇時(shí)機(jī)。 9
2、培育和扶植品牌的市場基礎(chǔ)。 9
3、加強(qiáng)對自主品牌的保護(hù)。 10
（二）從微觀上來說， 10
1、對品牌戰(zhàn)略的長遠(yuǎn)規(guī)劃。 10
2、對品牌策略的靈活運(yùn)用。 11
3、注重消費(fèi)者利益 11
（三）轉(zhuǎn)型經(jīng)營自有品牌的問題認(rèn)識和解決。 11
1、吸收經(jīng)驗(yàn)，揚(yáng)長避短 11
2、對消費(fèi)者心智的占有 12
3、政策支持 12
致 謝 14
參考文獻(xiàn) 15

創(chuàng)意經(jīng)濟(jì)背景下浙江外貿(mào)加工企業(yè)的自主品牌經(jīng)營
          ——基于浙江海利集團(tuán)“網(wǎng)娃”模式的案例研究
 摘要：改革開放以來，浙江省制造業(yè)企業(yè)紛紛采納OEM方式，為世界各大品牌委托方做OEM產(chǎn)品，并且取得了迅速的發(fā)展。但是這些制造業(yè)企業(yè)基本上都沒有自己的品牌，僅僅通過承接品牌委托方的產(chǎn)品訂單賺取微薄的加工費(fèi)。這種技術(shù)和資本在外、生產(chǎn)在內(nèi)的模式在競爭激烈的市場中受到了嚴(yán)重的沖擊。相對于加工業(yè)的止步不前，新興的創(chuàng)意經(jīng)濟(jì)展現(xiàn)了它的無限活力。創(chuàng)意經(jīng)濟(jì)作為新興的最具活力和高附加值的產(chǎn)業(yè)模式，其價(jià)值已成為城市綜合價(jià)值體系中重要的新增指標(biāo)。全面認(rèn)識創(chuàng)意經(jīng)濟(jì)的本質(zhì)內(nèi)涵，促進(jìn)其又好又快地發(fā)展，用文化創(chuàng)意附加值提升傳統(tǒng)制造業(yè)，對于三大產(chǎn)業(yè)及經(jīng)濟(jì)結(jié)構(gòu)調(diào)整具有十分重要的意義。
 本文以浙江海利集團(tuán)“網(wǎng)娃模式”為例，論證了我國制造業(yè)企業(yè)突破傳統(tǒng)加工企業(yè)的技術(shù)薄弱和營銷渠道單一的局限，企業(yè)如何在創(chuàng)意經(jīng)濟(jì)背景下，通過利用自身的優(yōu)勢以及結(jié)合創(chuàng)意經(jīng)濟(jì)所帶來的技術(shù)創(chuàng)新和營銷模式創(chuàng)新來選擇適合自己自主品牌發(fā)展戰(zhàn)略。最后得出結(jié)論，OEM企業(yè)利用創(chuàng)意經(jīng)濟(jì)帶來的新機(jī)遇，結(jié)合自身的特點(diǎn)進(jìn)行自主品牌經(jīng)營是其轉(zhuǎn)型的必由之路。
 關(guān)鍵詞：創(chuàng)意經(jīng)濟(jì)；OEM；自主品牌；創(chuàng)新
 
INDEPENDENT BRAND MANAGEMENT OF ZHEJIANG OEMS AGAINST THE BACKGROUND OF THE CREATIVE ECONOMY
——THE CASE STUDY BASED ON “WEBKINZ” MODEL OF ZHWJIANG HAILI GROUP

 ABSTRACT: Since the reform and open policy, the Zhejiang Province manufacturing industry enterprise has accepted the OEM way in abundance, makes the OEM product for the world each big brand entrusting party, and has made the rapid progress. But these manufacturing industry enterprise basically does not have own brand, earns the meager processing charge merely through the contract brand entrusting party's product order form. This kind of technology and the capital outside, the production pattern have been under the serious impact in the competition intense market. Is opposite in processing industry halting, the emerging creativity economy has unfolded its infinite vigor. The creativity economy takes emerging most has the vigor and the high added value industrial pattern, its value has become in the urban synthesis value system the important additional target. The comprehensive understanding creativity economy's essential connotation, promotes it to be also good quickly develops, with the cultural creativity added value promotion tradition manufacturing industry, has the very vital significance regarding three big industries and the readjustment of the economic structure.
 This article take the Zhejiang Hayley group “Webkinz ” model as an example, proved Our country Manufacturing industry Enterprise to break through the tradition Processing industry's technology to be weak and the marketing channel sole limitation, how did the enterprise under the creativity economic background, through use the technological innovation which and the marketing pattern innovation own superiority as well as the union creativity economy brought chooses suits oneself independent brand developmental strategy. Finally draws the conclusion, the OEM enterprise the new opportunity which brings using the creativity economy, unifies own characteristic to carry on the independent brand management is its reforming way that must be taken.
Keywords: creative economy; OEM; Independent brand; innovation