中国山寨服装企业战略转型研究—以泉州阿迪王体育用品公司为例

Research on the Strategic Upgrading of Shanzhai Companies in China—A Case Study from Adivon Sportswear Company

摘要: 山寨是中国特有的现象，通过模仿成名品牌，可以在短期内获得一定的市场。但长期来看，随着竞争的激烈化，知识产权监管力度的加强，以及消费者品牌意识的增强，山寨服装必须实现战略转型，走正规化、品牌化的道路，才能实现持续的增长。本文通过调研泉州阿迪王体育用品公司，了解到阿迪王公司在转型过程中遇到的问题以及阿迪王为实现转型所做的努力。文章最后，通过对案例的总结试探性的提出山寨企业转型的路径。

Abstract: As a special phenomenon in China, Shanzhai firms can acquire certain market share through imi- tating products of well-known brands in the short term. In the long term, however, as the competition gets more intensively, knowledge property control goes more strictly and the consumer’s brand consciousness becomes stronger, Shanzhai clothing has to get strategic upgrading. In this paper, we investigated Quanzhou Adivon Sportswear company to understand the problems they meet and how they reply to the problem while they taking transformation. And finally, through the case summary, we try to put forward some transforma- tion path of Shanzhai companies.