摘要
为探究在国际市场动荡以及多边贸易冲突加剧的大环境下,中国服装企业由外销向内销转型发展的可行性,通过总结中国服装企业外销转内销的发展现状与困境,分析其在外销转内销的战略下需要面临的风险和挑战,提出多维度的策略和建议。研究表明,大环境外需缩减、东南亚国家竞争企业的强势崛起,以及服装生产成本的大幅度提升等因素均造成中国服装企业在国际市场上的竞争优势逐渐削弱,而中国国内服装消费市场的蓬勃发展、中国政府对企业回流转型的大力政策支持也进一步催化服装企业由外销向内销转型;同时结合中国服装企业外销转内销战略中有关经营思维、竞争要素、品牌影响、终端市场等方面的挑战提出发展建议,以期为中国服装企业在进行相同转型时提供理论支持与战略启示。
In order to explore the feasibility of the transformation and development of Chinese garment enterprises from export sales to domestic sales in the context of international market turbulence and intensified multilateral trade conflicts,the development status and difficulties of Chinese garment enterprises from export sales to domestic sales were summarized,the risks and challenges they need to face under the strategy of export sales to domestic sales were analyzed,and multi-dimensional strategies and suggestions were put forward.The research shows that factors such as the reduction of external demand,the substantial rise of competitive enterprises in Southeast Asian countries,and the substantial increase in clothing production costs have led to the gradual weakening of the competitive advantage of Chinese garment enterprises in the international market.The vigorous development of China′s domestic garment consumer market and the Chinese government′s strong policy support for the return transformation of enterprises have further catalyzed the conversion of garment enterprises from export to domestic sales.In addition,combined with the challenges related to management thinking,competitive factors,brand influence,and terminal market in the strategy of Chinese garment enterprises to transform from export to domestic sales,the development suggestions were put forward,in order to provide theoretical support and strategic inspiration for Chinese garment enterprises in the same transformation.
作者
罗恣懿
李敏
LUO Ziyi;LI Min(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China)
出处
《毛纺科技》
CAS
北大核心
2024年第5期118-126,共9页
Wool Textile Journal
基金
国家自然科学基金项目(71872036)
上海市设计学IV类高峰学科资助项目(DD18005)。
关键词
服装企业
外销转内销
服装市场
服装企业转型
garment enterprises
export to domestic sales
garment market
garment enterprise transformation
