Research On Value Chain Construction And Optimization For Own-brand Menswear Enterprise

Recent years, with the upgrading and restructuring of garment industrial, the changing of international economic environment, the rising of clothing production cost and the diversity and personality of consumer demand, garment enterprises have been aware of the importance of innovation and the internal and external resources integration. Under such circumstances, brand building and promotion, marketing network building, supply chain integration and so on have been the core competitiveness of the garment enterprises.After research, it is discovered that many domestic own-brand menswear enterprises have made a good performance in brand and channels building, but with the impacts that the fashion cycle of menswear is shortening and the level of consumer demand is getting higher and higher and so on, these enterprises are still weak in products and services positioning accurately and innovation and responding to market needs effectively and timely. The reason is that these enterprises are lack of innovation and effective integration, especially in those businesses which reflect the core competitiveness, such as product market research, design and development, channel construction, logistic management, marketing and so on.Based on a large deal of literatures, this thesis integrates the core competitiveness of own-brand menswear enterprise by value chain, and tries to put forward the value chain management of own-brand menswear enterprises. According to the common characteristics of own-brand menswear enterprises, the thesis makes a proper theoretical innovation on the basis of Michael E. Porter's value chain and builds up the value chain of own-brand menswear enterprises; then analyzes the value chain systematically; finally brings up a thought that the value chain optimization of own-brand menswear enterprises should be optimized through the integration of internal value chain, the integration of external value chain, adjustment of organization structure, building of information technology platform and introduction and training of qualified personnel. While exploring the theory architecture of the value chain building, analysis and optimization of own-brand menswear enterprises, the thesis chooses a representative enterprise-Y Company as the empirical study case, and builds the value chain of the company, also brings up a series of value chain optimization programmes.This thesis aims at giving a new perspective to the management of own-brand menswear enterprises through the research on this subject, in order to build the core competence and enhance the effectiveness of enterprises.