东莞虎门服装业现状及发展分析——以以纯集团为例[论文摘要]服装产业是东莞制造业的支柱产业之一。在经济全球化的过程中，特别是在2012年欧债危机之后，虎门服装业受到了严峻的威胁和挑战，但挑战的背后也是重要的机遇，如何根据虎门服装业的优势，抓住机遇并迎接挑战进行转型升级便是重中之重。以纯集团是虎门乃至中国本土服装业的龙头企业，本文在梳理国内外关于服装业关于转型升级的重要理论成果后，将以纯集团作为研究对象，对其现状和发展进行分析后，提出关于虎门服装业转型升级的相应对策和方法。[关键词]虎门服装业；发展；转型升级[Abstract]ClothingindustryisoneofthepillarindustriesofDongguanmanufacturingindustry.Intheprocessofeconomicglobalization,especiallyafterthe2012Europeandebtcrisis,Humenclothingindustrysufferedseriousthreatsandchallenges,buttherearecountlessopportunitiesfordevelopmentbehindthreatsandchallenges.ItisthepriorityamongprioritiestoseizetheopportunityandrisetothechallengetotransformationandupgradingaccordingtotheHumenclothingindustry’sadvantages.TheYISHIONgroupistheleadingenterprisesinHumenandeveninChinesenationalclothingindustry.ThisthesisreviewsthedomesticandinternationalimportanttheoreticalachievementsaboutthetransformationandupgradingofclothingindustryandtakestheYISHIONgroupastheresearchobjecttoanalyzethecurrentsituationanddevelopmenttrend,andthenareputforwardthecorrespondingcountermeasuresandmethodsaboutthetransformationandupgradingofHumenclothingindustry.[Keywords]Humenclothingindustry；development；transformationandupgrading目录引言...........................................................11.虎门服装业的发展之路.........................................11.1虎门服装产业的简介..........................................11.2虎门服装产业的发展历程......................................11.3虎门服装业独特的发展模式....................................11.3.1先造市后造厂..............................................11.3.2制造集群效应..............................................21.3.3立足平民路线..............................................22.虎门服装业遭遇发展瓶颈.......................................22.1外贸订单下降................................................22.2供大于求导致库存大量积压....................................23.虎门服装业发展瓶颈原因分析...................................33.1推广力度不足................................................33.2缺乏自主的设计风格..........................................33.3缺乏专业的人才..............................................43.3.1缺乏专业的服装设计师......................................43.3.2家族式企业压榨人才的生存空间..............................43.4经营模式相对滞后............................................44.虎门服装产业升级建议.........................................54.1加强品牌推广................................................54.1.1在关键地方做广告宣传......................................54.1.2加强与客户的沟通..........................................54.2大力培养专业人才............................................54.3强化品牌建设................................................54.3.1注重市场细分..............................................64.3.2保护知识产权，鼓励原创....................................64.3.2.1设立完整的原创激励制度..................................64.3.2.2加强打假巡查............................................64.3.2.3完善服装设计领域的知识产权保护法........................74.3.2.4提高知识产权保护意识........
