安吉青雲麻紡織廠之品牌策略分析

Abstract

中國是製造大國，在過去的幾十年裡以MADE IN CHINA聞名世界。我們此次選擇安吉青雲麻紡織廠為研究對象，從微觀角度來分析中國製造業的現況，以及中國製造業目前面臨的窘境。本報告使用SWOT, PEST, 微笑曲線等多種分析工具，來分析中國麻紡織產業的外部總體環境，以及產業內部環境。並且透過實地訪談的方式，聆聽創辦人尤敏先生對於麻紡織產業目前面臨問題的看法。最後我們會針對安吉青雲麻紡織產業面臨的問題來提出具有實踐性的解決方案，透過本報告提出行動策略並建立品牌形象。

China is a giant manufacturing country. Over the past decades, it had been known for the slogan “made in China”. We choose Qing Yun Jute Textile Mill as the research object for our thesis. Firstly, from micro view, we analyze the current situation of manufacturing industry in China, as well as the dilemmas it encounters. We use SWOT analysis, PEST analysis, smile curve, and lots of analyzing methods to analyze both external and internal overall environment of hemp textile industry in China. What’s more, we got a chance to interview with Mr. You, who is the chief executive officer of Qing Yun and got more professional ideas. We also provide the strategic solutions for solving the problem faced by this company and also suggest this firm to build their brand.