海峡西岸榕系女装业的发展策略研究  

Development Strategy of West-bank Rong-series Women's Dress Industry

作　　者：吴慧雯[1] 连敏[1] 赵肖倩[1] 

机构地区：[1]闽江学院,福州350108

出　　处：《价值工程》2011年第33期109-111,共3页Value Engineering

基　　金：海峡西岸榕系女装业的发展策略研究JBS07202(福建省教育厅第二批B类社科项目闽教科[2008]3号)

摘　　要：榕系女装发端于上世纪90年代中期,然而发展到今天,大部分是在卖衣服而非做品牌,其特点是款式大同小异,特色不强。榕系女装的落后一方面源于大部分企业仍满足于"小富即安"的状态;另一方面被认为是缺乏企业发展壮大的土壤。服装行业市场化程度高、门槛低、竞争激烈,对于女装而言尤其如此,这就要求女装生产厂家要有小而精的生产规模、快速的反应机制、深厚的文化内涵、灵活的经营方式、完善的服务体系、准确的市场定位。榕系女装企业要以"品牌立市"为目标,努力提高自身的竞争力,通过更加灵活的管理方式,运用信息化、标准化等手段去促进供应链、销售链等的发展,尽快建立和发挥地域品牌的优势;确定合作战略,整合生产、销售、物流、人才、上游原材料等五大市场要素,以显示榕系女装企业家新的谋略。Rong-series women＇s dress originated from the middle of 1990s. So far, it has not become brand. Its design is similar and no characteristics. One of the causes is that most of enterprises just satisfy with the status quo; the other is that enterprises are lack of development environment. Clothing industry is high marketization; its threshold is low; competition is intense, especially for womenJs dress. This requires that women＇s clothing manufacturers have small and fine production scale, quick response mechanism, and profound cultural connotation, flexible mode of operation, improved service system, and accurate market positioning. Rong-series women＇s dress should establish brand goal, struggle to improve their own competitiveness, use more flexible management way, information, standardized means to promote the development of the supply chain, distribution chain, set up and play the advantage of regional brand as soon as possible, confirm the cooperative strategy, integrate the five main market factors such as production, marketing, logistics, personnel, the material, to show the new strategy of Rong-series women＇s dress entrepreneurs.

关 键 词：发展 品牌 定位 经营 战略 

分 类 号：F273[经济管理—企业管理]