Abstract:Since the policy of reform and open, the development of Dongguan's economy is very compelling. However, under the impact of the financial crisis, Dongguan’s textile industry has suffered from the most serious influence. The purpose of this subject is to discuss the influence faced by the textile industry in Dongguan during the financial crisis. Setting Dalang as a sample, the author analyses it’s causes of success and reached a conclusion that an advanced technology and brand strategy were the key factors in it’s success. What’s more, the author discusses the present situations and challenges of Dongguan’s textile industry. According to the research, we know disadvantages of the economic environment encountered by enterprises. Finally, the author reaches a conclusion that the textile companies of Dongguan should set up their brand strategy, invest more capital in technology and cherishing men of ability in the future. The sense of this paper is to make a contribution to the development of Dongguan’s textile industry.
Key words: textile industry; technology; self-creativity; brand
中文摘要:自改革开放以来,东莞经济的迅速发展是非常引人注目的。然而，在金融危机的影响下，东莞的纺织业在生产、销售和出口方面都受到严重的打击。本文研究的论题就是在金融危机的影响下，东莞纺织业面临的挑战与出路。通过以东莞大朗作为个案研究法的例子，分析其成功的关键要素，研究出先进技术与品牌是大朗纺织业成功立足的原因。此外，作者还研究了东莞纺织业当前的形势和所面临的困难。最后，本文结合大朗的成功经验与东莞纺织业当前所面临的困难，总结出企业要强大就必须建立自己的品牌，加强科技的投入，并且要善于培养创新型人才，研发符合市场需求的自主品牌核心技术。研究此题目的目的和意义在于深入了解东莞纺织业的情况，研究和总结出纺织业在金融危机后的发展新方向。希望能为东莞纺织企业的发展作出一点贡献。
关键词：纺织业；生产技术；自主创新；自主品牌
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