国贸经济管理类毕业论文-著名鞋类企业塑造国际品牌的路径及启示

?CR4WFJ0JA1 ?Dgc-N)9gDov)gDO 50%kDgD 40%ak 300 Lk)gD 25%oxXK46k)2kZ13tKdofA4ykfA4.-Eo)kRgDaGk4_gaykw64+9M#oNkY Nikeo ECCOoLaCrosseo Geox Kdk4.-o-KdoKKdBL Kdgc oP?CR4WFJ0JA2AbstractChina is the largest shoe-making country and the second largestshoe-consuming country, with only the United States taking the lead. In the pastseven years, shoes made in China have taken up over 50 percent of the totalproduction of the world. 40 percent of the shoes made in China are sold in theforeign markets. The trade volume of shoes amounts to over 30 billion dollars,which is about 25 percent of the worlds total trade volume of shoes.Unfortunately, seldom any Chinese brand has been acknowledged as famousbrand by the global market so far.This paper elaborates the concept and characteristics of international brandand explains the theories of brand modeling first. Then, the paper focuses on thestatue of international shoes market and the general situation of shoes brand inmany countries, such as the United States, France, England and Germany, as wellas the importance of the value added to a brand. After that, the paper takes somefamous international shoes market as examples, including Nike, ECCO, LaCrosseand Geox, analyzing the successful routes by which they head for their brandmodeling. Though we have absolute advantage in total production, it is stilldifficult for domestic shoe-makers to compete with the famous foreign shoebrands at present. In fact, it is connected with the structure of the Chinese shoeindustry, imbalance of district development, industry technology and capitalsupport, etc. In the end, by combining the successful routes of the brands referredto with the facts of the Chinas shoes market, the paper brings up the routes forChinese shoes-making companies in modeling famous international brand.K Key WordsL Famous shoe-making company; International brand; Routes;Apocalypse?CR4WFJ0JA3-$ 1. EA .41.1 ,?W .41.2 -LuM2(|F .41.3 (|FP,-(*6A Q .51.4 MD# .92. F+|M22j4-,:=(| .102.1 F+|M22j .102.2 4-k?,M2(|4 .152.3 :=M2(|)2jlp, .163. :=M21J(|FP,D6 .183.1 LACROSSE,FD CXGK* .183.2 ECCOCF+| AAj .193.3 NIKE, OF:UK0 .203.4 GEOX, $8)_&J .214. :=M2(|FPD)-M21JFP-Lu(|,_/j .214.1 :=M21J(|FPD4P .214.2 )-M21JFP-Lu(|,_/j .225. 5A .2669)d .278* BX .29?CR4WFJ0JA4:=M21JFP-Lu(|,D_/j LaCrosse ECCO Nike Geoxjx1. 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