论文01.docVIP

摘 要 随着生活水平的提高，人们对手表的需求已不仅限于计时的需要，而是集计时、多功能、时尚、价值、身份于一体。近几年来。中国的手表年销量达到5500万至6000万只水平。不过，中国目前每年每百人购买5只手表的消费水平较发达国家每百人年消费23只或较一般发达国家每百人消费12只得水平任相距甚远，因为，钟表业在我国任有较大的发展空间。中国是世界上最大的钟表生产国。著名的国产品牌有飞亚达、海鸥、依波、罗西尼等等。但我国并非钟表强国。据统计，目前国内的钟表商大部分靠给瑞士和日本企业代工来维持收入。我国生产了全世界70％以上的成品手表，但利润还不到全球手表业的10％。由此可见，负责加工的国内企业并未掌握电波钟表的核心技术，一直处于给国外厂商“打工”的处境。随着我国加入世贸组织，关税调整，配额逐步取消，洋钟表纷纷进入中国，给中国钟表业带来较大的冲击。如何应对挑战，打造品牌是摆在中国钟表业面前的现实问题。 关键词：钟表业；品牌；战略 ABSTRACT With the improvement of living standards, the people to the demand has not limited to watch the needs of the time, but set timing, multi-function, fashion, value, identity in one body. In recent years. China watch years sales of 55 million to 60 million only level。However, Chinas current per one hundred people per year bought 5 watch consumption level is developed country every one hundred years or more general consumption and only developed countries for every one hundred people 12 had to any level of consumption diffident, because, the clock and watch industry in our country for larger development space。China is the worlds largest producer of the clock. The famous domestic brand has FeiYaDa, gulls, YiBo, Carl ronisch himself, and so on。But the clock is not power. According to the statistics, the current domestic clocks and watches part relies on to let Switzerland and Japanese enterprise generation of labor to maintain income. China produces more than 70% of the world watch finished product, but profits is less than 10% of the global watch industry. This shows, is responsible for the processing of domestic enterprises not yet have the waves the core technology of the clock and has been in to foreign manufacturers work situation. With Chinas accession to the world trade organization, tariff adjustment, quota canceling gradually, the clock and watch enters China in succession, give China horological industry brings great impact. How to respond to the challenges and create the brand is in China before the clock and watch industry of the practical pr