| ABSTRACT | 第1-5页 |
| 内容摘要 | 第5-9页 |
| Chapter I Generalization of Ningbo Clothing Industry | 第9-26页 |
| ·Background of Ningbo Clothing Industry | 第9-16页 |
| ·Different Stages in the Development Process | 第9-14页 |
| ·Conditions Contributed to the Development of the Clothing Industry | 第14-16页 |
| ·OEM and Its Appearance in China | 第16-18页 |
| ·The Definition of OEM | 第16-17页 |
| ·The Appearance of OEM in China | 第17-18页 |
| ·OEM in Current Ningbo Clothing Industry | 第18-26页 |
| ·The General Picture of Four Clothing Industry Areas in Ningbo | 第18-22页 |
| ·The Export of Ningbo Clothing Industry | 第22-26页 |
| Chapter II The Problems of Manufacturing on an OEM Basis | 第26-42页 |
| ·The Characteristics of OEM Operation Mode | 第26-27页 |
| ·The Motivation and Position of Both Parties | 第27-28页 |
| ·Shenzhou Group: A Company Manufactured on an OEM Basis | 第28-32页 |
| ·The Advantages and Disadvantages of the OEM from the Aspect of Consigners | 第32-35页 |
| ·The Advantages | 第32-34页 |
| ·The Disadvantages | 第34-35页 |
| ·The Advantages and Disadvantages of the OEM from the Aspect of Consignees | 第35-42页 |
| ·The Advantages | 第35-38页 |
| ·The Disadvantages | 第38-42页 |
| Chapter III The Future of Ningbo Clothing Industry | 第42-52页 |
| ·Strategy of Upgrading Structure and Technology | 第42-46页 |
| ·Case: Development Strategy of Shenzhou Group | 第42-44页 |
| ·The Strategy of Upgrading Structure and Technology | 第44-46页 |
| ·The Destination of the OEM—Brand Internationalization | 第46-52页 |
| ·The Brand Internationalization Strategy of Youngor Group and Firs Group | 第46-50页 |
| ·The Comparison of Firs and Youngor in Brand Internationalization | 第50-52页 |
| Chapter IV The Strategy of Brand Internationalization | 第52-70页 |
| ·Problems in the Brand Internationalization in Ningbo Clothing Industry | 第52-55页 |
| ·Internal Problems in the Brand Internationalization | 第55-58页 |
| ·Make Full Use of the Human Resources | 第55-56页 |
| ·Integrate the Different Sized Companies | 第56-57页 |
| ·Foster and Cultivate the Brand Culture | 第57-58页 |
| ·Strategies in the Brand Internationalization | 第58-69页 |
| ·Strategies in the Foreign Market | 第58-63页 |
| ·Strategies inside Enterprises | 第63-67页 |
| ·Strategies of the Local Government | 第67-69页 |
| ·Conclusion | 第69-70页 |
| REFERENCES | 第70-72页 |
| ACKNOWLEDGEMENTS | 第72-73页 |
