摘要
针对当前国内服装产业同质化竞争导致的结构性失衡和供需错配问题,用规范的经济学模型对其原因进行了深入研究,并进一步分析了企业实施产品差异化竞争与企业效益的关系;然后讨论了影响企业产品差异化策略的重要因素。结果表明:服装产业同质化竞争的根本原因是企业缺乏自主产品创新能力和追求利润最大化,而供给侧结构性改革成效的关键在于服装企业的差异化竞争,企业实施差异化竞争策略过程中必须注意寻找未被覆盖的服装细分市场、仔细权衡差异化的边际成本和边际收益,并紧盯消费者的需求变化;最后从政府和企业二个层面提出了相应的对策。
Normative economics model was used to explain the homogenization competition phenomenon and structure mismatch of domestic garment industry.Furthermore,the relationship between product differentiation strategy and enterprise benefit was analyzed,and then the important factors affecting the strategy of product differentiation was discussed.The results show that the basic cause for the homogenization competition of garment industry is the lack of independent product innovation cap ability and the pursuit of profit maximization.The key effect of garment industry supply side structural reform is that garment firms need to adopt differentiation competitive strategy,and must pay attention to look for new garment market segments,weigh the marginal costs and benefits,and focus on the consumer demand change.In the end,countermeasures are proposed from the two levels of government and firms.
作者
马迁利
MA Qianli(School of Business,Beijing Institute of Fashion Technology,Beijing 100029,China)
出处
《纺织学报》
EI
CAS
CSCD
北大核心
2018年第9期182-188,共7页
Journal of Textile Research
基金
北京市教委社科计划一般项目(AJ2016-24)
北京市属高校高水平教师队伍建设支持计划青年拔尖人才培育计划项目(CIT&TCD201804048)
关键词
供给侧改革
服装产业
同质化竞争
产品差异化
supply-side structural reform
garment industry
homogenization competition
product differentiation
