文摘
英文文摘
声明
Chapter Ⅰ Generalization of Ningbo Clothing Industry
1.1 Background of Ningbo Clothing Industry
1.1.1 Different Stages in the Development Process
1.1.2 Conditions Contributed to the Development of the Clothing Industry
1.2 OEM and Its Appearance in China
1.2.1 The Definition of OEM
1.2.2 The Appearance of OEM in China
1.3 OEM in Current Ningbo Clothing Industry
1.3.1 The General Picture of Four Clothing Industry Areas in Ningbo
1.3.2 The Export of Ningbo Clothing Industry
Chapter Ⅱ The Problems of Manufacturing on an OEM Basis
2.1 The Characteristics of OEM Operation Mode
2.2 The Motivation and Position of Both Parties
2.3 Shenzhou Group:A Company Manufactured on an OEM Basis
2.4 The Advantages and Disadvantages of the OEM from the Aspect of Consigners
2.4.1 The Advantages
2.4.2 The Disadvantages
2.5 The Advantages and Disadvantages of the OEM from the Aspect of Consignees
2.5.1 The Advantages
2.5.2 The Disadvantages
Chapter Ⅲ The Future of Ningbo Clothing Industry
3.1 Strategy of Upgrading Structure and Technology
3.1.1 Case: Development Strategy of Shenzhou Group
3.1.2 The Strategy of Upgrading Structure and Technology
3.2 The Destination of the OEM---Brand Internationalization
3.2.1 The Brand Internationalization Strategy of Youngor Group and Firs Group
3.2.2 The Comparison of Firs and Youngor in Brand Internationalization
Chapter Ⅳ The Strategy of Brand Internationalization
4.1 Problems in the Brand Internationalization in Ningbo Clothing Industry
4.2 Internal Problems in the Brand Internationalization
4.2.1 Make Full Use of the Human Resources
4.2.2 Integrate the Different Sized Companies
4.2.3 Foster and Cultivate the Brand Culture
4.3 Strategies in the Brand Internationalization
4.3.1 Strategies in the Foreign Market
4.3.2 Strategies inside Enterprises
4.3.3 Strategies of the Local Government
4.4 Conclusion
REFERENCES
ACKNOWLEDGEMENTS