中文摘要本文主要淺析了在金融危機(jī)下，東莞服裝貿(mào)易受到一系列重大影響的內(nèi)在原因及應(yīng)對(duì)策略。作為全國(guó)，特別是廣東省重要的制造以及服裝業(yè)出口加工集中基地東莞來(lái)說(shuō)，在國(guó)際貿(mào)易中起著舉足輕重的作用，因此這次經(jīng)濟(jì)危機(jī)所造成的影響和經(jīng)濟(jì)損失是不可忽視的。本文通過(guò)對(duì)東莞一家進(jìn)出口服裝廠的調(diào)查，進(jìn)一步了解服裝業(yè)在經(jīng)濟(jì)危機(jī)中的貿(mào)易業(yè)績(jī)所產(chǎn)生的變化，就我國(guó)經(jīng)濟(jì)如何防范風(fēng)險(xiǎn)，降低損失、并提出了應(yīng)對(duì)策略。

關(guān)鍵詞：金融危機(jī);內(nèi)在原因;服裝業(yè);策略TableofContentsAbstract i中文摘要 iiTOC\o"1-3"\u1.Introduction 12.TheImpactofGlobalFinancialCrisis 22.1Significantimpactonimportsandexports 22.2EconomiclossesofforeigntradeinDongguangarmentindustry 23.TheInternalCausesofDongguanGarmentIndustryinFinancialCrisis 33.1Comparisonofforeigntradebeforeandafterthefinancialcrisis 33.1.1ExportsinDongguangarmentindustrybeforethecrisis 33.1.2Post-crisischangesinDongguangarmentindustry 43.2Analysisoftheinternalcausesofthesituationtochange 53.2.1Theweakbrandconsciousness 53.2.2Thepoorcapacityofindependentinnovation 63.2.3Theinefficientmanagement 63.2.4Thelagginginformationenvironment 74.CaseInvestigationandAnalysis 84.1ComparisonofagarmentfactoryinDongguanbeforeandafterthefinancialcrisis 84.2Analysisoftheinternalcausesthataffectthedevelopmentintrade 94.3Solutions 104.3.1Encouragingthetraininganddevelopment 104.3.2Cultivatingtalentsoffashiondesign 104.3.3Makinggooduseoffairs 114.3.4Enhancingbrandequity 114.3.5MakingabreakthroughtobuildE-commercialplatform 135.Conclusion 14Bibliography 15Acknowledgements 161.IntroductionAstheexpansionofglobalization,thiscrisiswillnotonlycometoAmericanortheEuropean,butalsoChinese.Manypeoplethinkthatthefinancialcrisisisfarawayfromus,butinfact,thefinancialcrisishasvirtuallyinfluencedmuchonourdailylife.Thefinancialcrisis,whichisalsoknownasthefinancialturmoil,referstoallormostofthefinancialindicatorsofacountryorseveralcountriesandregions,asharp,short-termandasuper-cycledeterioration.Thecurrentworldisgoingthroughaonce-in-a-hundred-yearfinancialcrisis.Towithstandthefinancialcrisis,weshouldactivelystabilizetheimportsandexportsofforeigntrade.TheglobalfinancialcrisismetstructuraladjustmentofDongguan,posingsevereimpactongarmentindustryinDongguanandmakingitfalltothebottomfrom2009JanuarytoFebruary.Dongguanisfamousforinternationaltradeasa“worldfactory”.Inaddition,onlytheDongguancitizencanperceivethesufferfromthisfinancialcrisis.Forthegovernment,theyshouldencourageenterprisesandhelpthemgothroughthedifficulttime.Forenterprisesandordinarycitizens,theylearntotightentheirbeltsforquitealongtimeinfuture.ThisyearmaybecomethehardestoneforDongguaneconomy.Ontheonehand,theeconomymaynotachieveacompleteupturninthecomingtwoorthreeyears.Ontheotherhand,thereisnoeasytaskintransformingandupgrading.Ittakestimeforenterprises’expansionbothondomesticsaleandDongguan’stransferofinner-driveneconomy.Inaddition,aninvestigationofagarmentfactoryinDongguanmayhelpustoanalyzetheproblem.Whygarmentindustryhassuchbigchangesafterthefinancialcrisis?WhyDongguangarmentindustrystillremainsanindustrywithoutitsownbrandandislackofmarketstrategy,talentsoffashiondesignandsalesplatform?Inordertosolvealltheseproblems,weneedtofindouttheinternalcausesandmapoutpracticalmeasurestohelpthegarmentindustryrecover.Thethesisconsistsoffourparts.Partoneisanintroductiontotheimpactoftheglobalfinancialcrisisandthebackgroundofthecrisis.ParttwoisadetailedanalysisoftheinternalcausesinDongguangarmentindustryunderthecrisis.Partthreeiscaseinvestigationandanalysis,andthestrategiestotheproblemwillalsobesuggested.Partfourisaconclusionofthethesis.2.TheImpactofGlobalFinancialCrisisAmerica'ssecondlargestsubprimemortgagecompanyfiledforbankruptcyprotectioninMarch,2007,whichmarkstheoutbreaksofU.S.subprimemortgagecrisis.Astheglobalizationofeconomy,China'seconomyhasbeenintegratedintotheglobaleconomy.ThefinancialcrisisintheU.S.hascausedgreatimpactsontheinternationalforeigntradeandarousedstrongconcernbetweenusandmostofpeoplearoundtheworld.2.1SignificantimpactonimportsandexportsWiththefinancialcrisisandaccelerationoftheexpansionoftheeconomy,China'seconomyhasalsobeenseriouslyaffected.Entityeconomyhasslowdowned,China'sexporthasdeclinedandChina'sexternaleconomicenvironmenthasdeterioratedmarkedly,particularlyineconomicgrowthofindustrialandfinancialsincethedecreasingoffinancialincomeforthefirsttimeofnegativegrowth.Atfirst,sincetheoutbreakoffinancialcrisis,China'sexportgrowthmomentumhasrapidlyweakenedandthefinancialcrisishasledthetensofthousandsofforeignexportprocessingenterprisesinthesoutheastcoasttostopproductionorshutdown.Inparticular,theprocessingenterprises,whichdirectlyledalargenumberofworkerstobeunemployed.Intheworldeconomicrecession,asharpdeclineininternationaltradeexisted,andthesituationofmarkethasbeingmoreandmorecompetitive.Tradeprotectionismaroundtheworldhasbeenfurtherevenfurthernowadays.Asthecontinuouslyincreasingtrendoftradebarriersagainstourexportsandtheformofdiversification,lotsofmeasureshasbeenproposed.AccordingtoChina'sMinistryofCommercestatistics,morethan100millionU.S.dollarswasinvolvedin2008.What’smore,thebusinessfailureswaspartlyduetolowerexporttaxrebates,environmentalcostsandlaborcosts,RMBappreciationandthecreditcrunchandsoon.Therecentreasonofcollapseisthatcompaniesdonothaveorders.Withoutmarket,Dongguangarmentindustrywillbemorebrutal.SmallcompanieswillnotsurvivetothefaceofU.S.dollardepreciationsituation.Thesefirmswereintheprocessoftransition,butitisdifficultsincethefinancialcrisishithardlyonChina'sexportsandimports.2.2EconomiclossesofforeigntradeinDongguangarmentindustryDongguanisoneoftheregionswithmostsignificantgrowthwhichhavebeenidentifiedbyhightechnologyinthepastyears.Butthefinancialcrisisturnmanyaenterprisetoanegativesituation,evenclosedown.Dongguan'sgarmentsindustrywhichisreelingfromtheglobalrecessionisturningtothedomesticmarketbutwithlittlehopeoffullycompensatingforthedeclineinexports.Datashowthatprocessingtradeexportsstilldominatedbygeneraltradeexportsincreasedsignificantly.TheeffectofthefalloutfromtheglobaleconomiccrisiswasalsoaggravatedbythestateofChina'sowneconomy.ApparentlysomeoftheAsiancompetitorshavebenefitedfromthisdisadvantageofDongguantosomeextent.TherecessionstartedhurtingDongguan,butsomeofitsAsiantextilerivalshavecontinuedtogainexportgrowth.Ontheonehand,Dongguangarmententerprisesfacetheglobaleconomicslowdowncausedbymarketdemand.OtherAsiancountriesdealwithcompetitionamongthegarmentindustryandaretoupgrade.Ontheotherhand,garmententerprisesindevelopedcountriesalsofacethegreenenvironmentalprotectionandqualitystandardsfornewtechnologieswhichlimitintermofthetechnicalbarriers.TheeconomyinDongguangarmentindustryhasyetcometothebottom,andisstillhopefultocomeover.Fortheincreasingpressureonthedomesticmarket,someenterprisesdidnotopenthedomesticmarket,anddomesticsaleschannelshavenotbeenestablishednow.Theuncertainresultsofdevelopmentprospectsintheforeignmarketandthedomesticmarketarenotsoclear.3.TheInternalCausesofDongguanGarmentIndustryinFinancialCrisis3.1Comparisonofforeigntradebeforeandafterthefinancialcrisis3.1.1ExportsinDongguangarmentindustryAsarenownedglobalmanufacturingbase,Dongguanishighlydevelopedingarmentindustrywhichtakesup90percentoftheoutputvalue.Withatotalofover20000manufacturingenterprisescoveringover30sectorsandmaking60000typesofproducts,Dongguanboastsitsmanufacturingindustrialsystemcharacterizedwithcompleteindustrialcoverage,well-positionedinfrastructureandadvancedtechnology.Withthemanufacturingindustriesincludinggarmentindustryisplayingasignificantrole,theoveralleconomiccapacityinDongguanhasbeengreatlyexpanded.Dongguaniswell-positionedregardingthesupportingindustrialsystembetweenupstreamanddownstreamproductsandamongvariousindustries.Customsdatashowed,atthebeginningof2008,theimportandexportvalueofDongguanforeigntradetotaled113.3billionUSD,a6.1%increasethanin2007.InGuangdongprovinceandcities,theexportvalueandimportvalueofDongguanrankedthesecond.Since2008,Dongguan’seconomyhasundergoneanunprecedentedtest.(ColinRead,2009)3.1.2Post-crisischangesinDongguangarmentDongguanisnotsuchastrongcityingarmentindustryaswethoughtbefore.Dongguanhasbecometheprocessingbaseforalotofforeignbrandswithnoindependentbrands.Garmentindustrywashitfirstlyamongallforeign-tradeindustriesbyfinancialcrisis.ItwastoughestforDongguangarmentindustrytocomeoverthedifficultiesundertheglobalfinancialcrisis.Forgarmentindustry,someonesaidtheyearof2008wasgoodforitsdevelopmentasitbroughtagoodopportunity,butotherssaiditwasnotverygoodbecausethegarmentindustrywashitbyfinancialcrisisseriously.However,themostimportantthingiswhatkindofviewyouholdtothisfinancialcrisis.Dongguan’sgarmentindustrywillintegrateresourceandgrowupfurther,anditstridesagreatersteptowardsthegoalofbecomingastrongcityafterthefinancialcrisis.Nevertheless,thefollowingisthestatuswhichshowstheoveralldeclineofprocessingtradeandtradingdecreasesofexportinDongguangarmentindustryin2009.MonthIncreaseRate(%)(comparedwith2008)USD(billion)Jan.-27.840.35Mar.-24.223.75May-32.516.6Table1DecreaseofprocessingtradeofexportinDongguangarmentindustryin2009Accordingtothetable1,wecaneasilydiscoverdeclinesatdifferentlevelsofeconomicindexesinDongguanforeigntradeinthenearlyyears,andeconomicshrinkageissurelyonway.Dongguan,abusyandhigh-effectiveworldfactory,andaresplendentandlustercity,failstofinditsownwayinthefinancialcrisisandbecomesastormcenterofChina.Sincethesecondhalfofthisyear,aneconomicspringseemstocomeinenterprises’improvements.Ordersincreasedandimmigratedworkers’returnedtocities.However,wecan’tturnablindeyetoeconomicrulesandtherearechangesineverything.Itisnottimeforustocongratulate.Dongguancan’trelaxandtheheavilysufferedforeigntradeeconomyinDongguanneedstobeurgedatfullspeed.3.2AnalysisoftheinternalcausesofthechangingsituationThefinancialcrisissweptthewholeworldlikeahurricaneandbroughtdownalargenumberofenterprises,butsomeenterprisesjuststandfirmlyagainstit.Whataretheinternalcausesaffectingthesituation?Thefollowingarethemainfactors.3.2.1TheweakbrandconsciousnessWhatisownbrand?Itisacombinationofqualityandstrategy.Abrandoperationequalstoaqualityoperation,whichisthekeyofanenterprise’ssuccess.Whenacompanyregistersabrandlegally,itbecomesatrademark.Abrandgivesaproductorserviceinstantrecognitionandmaysavepromotionalcosts.Dongguanisabiggarment-manufacturingcityinChina,butithasn’titsownbrands.Ontheonehand,manyenterprisesinDongguanareenterprisesthatengageinprocessing.Beforethefinancialcrisis,theylivedonabundantforeigntradeorderandamajorityofthemhadn’tthoughtaboutdesigning,researchinganddevelopingnewproductsbythemselvesorbuildingbrandsontheirown.Afterall,ittakesgreateffortandlongtimetocreateabrandandalongtimetogetreturn;somanyenterprisesdidn’tbuildtheirownbrands.Forthosefar-sightedenterprises,theybegantobuildbrandslongagoandenjoyedmoreopportunitythandangerincrisis.Infact,theChinesegarmentindustryhasalreadydevelopedrapidlyfortwentyyears.However,wearewearingsomeoneelse’sbrand,pulledbysomeoneelsetoearnaprofitoutoftheprocessing.Inordertochangethesituation,weshouldestablishatruebrand,atthesametime,manyproblemsbecomesextremelydifficult.Brandisasymbolforenterprise’sstrength,thepossessionofbrandhasadirectrelationwithenterprise’sstatusandimageinmarket.Competitionofmodernbusinessmeansthebrandcompetition.Todevelopabrandisagoodwayforanenterprise’sgrowthanddevelopment.3.2.2ThepoorcapacityofindependentinnovationDisadvantageofimitationandcopyisalwaysawayforDongguan’senterprises,evenmostpartofChina,becauseofenterprisers’mentalidlenessortheiroutdatedopinions,innovationisamysteriousthing.Butactuallyinnovationcouldbeexpressedindetails.Manyenterprisesjustreconstructtheiroperationalmodeswhileothersappearcompletenewlooks.

Independentinnovationinthegarmentindustryenterprisesisnecessarytohaveinsightonthediversificationofthemarket.Theinnovationcapabilityingarmentindustryreflectedintheproductionandmanagementefficiency,costcontrol,andrapidresponse.Innovationisahabit,asightandanabilitytodiscovertheworldandreconstructit.Manyenterprisesaregoodatmagnifyingtheinnovationtoreachtheircommercialgoal.Andthiskindofinnovationiscalledmaximizationoftheleastdiversity.

3.2.3TheinefficientmanagementScientificmanagement,isnoteasytogarmentindustryinDongguan.Duetoitsinefficiencyandnotscientific,garmentindustryalwaysworksataveryslowspeed.Asaconsequence,everymemberatinterestdidn’thaveafairshareinitsoperation.What’smore,themaingoalofmanagementistosecurethemaximumprosperityfortheemployer,coupledwiththemaximumprosperityforeachemployeefailedtobeachieved..ThemanagementinformationsystemfocusonITapplicationsingarmentindustry.Thedevelopmenttrendofthefuturewillbeasinglemodeontheenterpriseinformationintegration.Scientificmanagementnotonlycanreducethecostoftheinternalmanagementofenterpriseseffectively,butalsocanreducethecostofcollaboration.ItwillcontributegreatlytotherealizationofDongguan’sgarmentindustry3.2.4ThelagginginformationenvironmentInformationislikeabridgebetweentheorganizationanditsenvironmentandapicturereflectsthechangingenvironmentwhichbuiltupwithintheorganization.Knowledgeisoneofthegreatestassetsofmostorganizationsanditscontributiontosustainablecompetitiveadvantagehasbeennotedbymany.It’ssaidthatweareinaworldofinformation.Informationplaysaparticularlyimportantroleininternationalbusiness.Becausegarmentfirmfailedtoobtaininformationasquicklyaspossible,surelyitwouldlosethechanceswhichmaymakeitsuccessfulinitsinternationalbusiness.Asaresult,thefirmdidnothaveanunderstandingofthepreciseneedsofcustomers,howthoseneedsarelikelytochangeovertime,andhowtosatisfyintermsofefficientandeffectiveproductionsystemsandanunderstandingofcompetitors’activities.Informationaboutthecurrentstateoftheenvironmentisusedasastartingpointforplanningfuturestrategy,basedonassumptionabouthowtheenvironmentwillchange.Inturbulentenvironment,havingaccesstotimelyandrelevantinformationcangiveafirmacompetitiveadvantage.Forexample,garmentfirmsthatgotinformationaboutthepotentialfinancialcrisisinthesouth-eastAsiancountriesmightnotsufferasmuchasthosenottimelyinformed.4.CaseInvestigationandAnalysis4.1ComparisonofagarmentfactoryinDongguanbeforeandafterthefinancialcrisisAgarmentfactoryinHumen,DongguanwhichexportsgarmentproductsmainlytoAmericaandEuropeformorethan6years.CategoryCommodityUnitQualityIncreaseRate(%)(comparedwithJan.toMay,2007)200/301T-SHIRTDOZEN8904.3200/305SWEATERDOZEN6602.5647/306COATPIECE9201.3200/344SKIRTSDOZEN7801.2200/396SWIMMINGSUITKG350-2.5200/560JEANSDOZEN4801.7200/569TROUSERSPIECE6903.7200/209JACKETDOZEN550-0.9200/693SPORTSUITPIECE4502.2200/236SOCKSPAIR15002.3200/364DRESSPIECE20002.7TOTALGARMENT972018.5Tables2GarmentexportssalesinJan.toMay,2008(comparedwithJan.toMay,2007,beforecrisis)Accordingtotables2,fromJanuarytoMayin2008,onegarmentfactoryinDongguanforeigntradeexported9720dozens,up18.5%thanthepreviousyear.TheincreaseprovedthatthegarmentindustryinDongguanissteppingintoanewbrightstage.CategoryCommodityUnitQualityIncreaseRate(%)(comparedwithJan.toMay,2008)200/301T-SHIRTDOZEN6500.7200/305SWEATERDOZEN450-1.2647/306COATPIECE550-1.5200/344SKIRTSDOZEN3500.8200/396SWIMMINGSUITKG400-2.3200/560JEANSDOZEN3052.0200/569TROUSERSPIECE3301.1200/209JACKETDOZEN355-3.9200/693SPORTSUITPIECE390-2.7200/236SOCKSPAIR880-0.8200/364DRESSPIECE900-1.5TOTALGARMENT5560-10.1Tables3GarmentexportssalesinJan.toMay,2009(comparedwithJan.toMay,2008)Accordingtotables3,thetotalexportvolumeofthegarmentfactorydeclinedfrom9720to5560,andtheexportgrowthratedroppedby10.1%rapidly.GarmentindustryisaninternationalindustryinDongguan.Manyafactoryandenterprise,whichreliesonthemarketoversea,obviously,hasbeenseriouslyaffectedbythefinancialcrisis.4.2AnalysisoftheinternalcausesthataffectthedevelopmentintradeThespreadofthefinancialcrisismakesmanyenterprisespaymuchattentiontoit.Theremustbeagreatnumberofgarmentfactoriesandenterprisesthathavebeenaffectedinthisfinancialcrisis,andherearethemaininternalreasonswhythefactorywhichinHumenfailtohaveagoodsaleinforeigntrade.

lackofown-brandWithoutitsownbrand,thisfactoryasmentionedabovewasjustsimplyengaginginforeigntradingprocessing.Ofcourse,thisfactorycannotleaveadeepimpressiononinternationalmarket.(2)lackoftrainingprogrammefortalentsoffashiondesignCurrently,localbrandsandinnovatedgarmentstylesinthisregionareveryfew.Thesefactorsrestrainthisfactorytobestrong.Inaword,therootisonlackingtechnicians,designers,andtheemployeesneedapracticaltrainingprogrammetoimprovethemselves.(3)lackofsalesplatformAlltheproductsproducedbythefactoryonlycanbesoldabroadintheclassicalway.Obviously,thefactoryislackofsalesplatform,suchasE-commercialplatform.Impactedbytheglobalfinancialcrisisthatbeganfromtheyearof2008,theinternationaltradeofthefactorysufferedgreatloss.Atthesametime,onlineshoppingwasfurtherdeveloped.ForthisfactoryinHumentocutcost,theyshouldcatchagoodchancetosteporshiftfromtraditionalmarketingmodetoe-commercemarketingmode.E-commerceshouldbeanimportantwaytohelpthetroubledenterprisesgetoutoffdifficultiesinthefuture.(4)failingtomakeuseoffairsEachfairisasplendidpageantdisplayingvariousclothes.Asagarmentfactory,exhibitionisthemostimportantandnecessarymarketingwaytobuildupitsimage,publicizeitsproducts,collectmessageandestablishsaleschannels.Accordingtoourinvestigation,thisfactoryinHumendidnottakepartinafairbefore.Thus,manypartnershavenoideaaboutproductsofthefactoryandthefactorycannotmeetthecustomerssatisfactoryaspossible.It’squiteeasytorecognizethatit’simportanttoattendanexhibitiontoreachitsgoalinalimitedplaceandwithinlimitedtime.4.3SolutionsGarmentindustryinDongguanalwaysenjoysthenameof“along-livedindustry”,butunfortunately,italsogotinvolvedinthefinancialcrisisin2008.Atthebeginning,itsinfluenceisnotstrongenoughanditseemsthatitdoesnotneedpeople’sspecialattention.Iftheenterprisecandecidehowtoinvestatthismoment,maybeitcouldwinatthescratchlineandbeaheadofothers.Butthehardeststepishowtofindoutstrategicproblemsimmediatelythatarejustdisclosed,anddiscoverthehiddenopportunitiesandtroublesinwhich,makingenterprisestogiveenoughattentionfromnowon.Nowwecanhavealookattenstrategiesindetailinthefuture.4.3.1EncouragingthetraininganddevelopmentTrainingistheprocessofchangingemployee’sbehaviorandattitudeinawaythatincreasestheprobabilityofgoalattainment.Trainingprogramsaredesignedtoprovideindividualswhoaregoingoverseaswithinformationandexperiencerelatedtolocalcustoms,cultures,andworkhabitsandthushelpthesemanagerstointeractandworkmoreefficientlywiththegoalworkforceinforeigncultures.Besides,developmentistypicallyusedtohelpmanagersimprovetheiroverallefficiencyandmaintainhighjobsatisfactions.4.3.2CultivatingandattractingtalentsoffashiondSomegarmententerprisesinDongguanareeitherdevelopedorundeveloped.Referringtodeveloped,itscenterHumenastheindustryclusterandisequippedwithcompleteaccessoriesindustries.Accordingtoaninvestigation,fashiondesignerandsamplemakerareingreatdemand,andtheproblemcouldnotberesolvedinashorttime.Mostofgarmententerpriseshavetheofferfortechnicianinrecruitment.Principalofenterprisessaid,industriesinDongguandevelopveryrapidlyanddemandontechniciansisincreasing,howeveritishardtorecruitexperiencedtechnicians.Talentswithhigh-degreeandhigh-technologyaresignificantforoneenterprise’sdevelopment.DesignabilityisalwaysaweakpointforDongguan’senterprises.However,nowtheyareawarethatonlythemastercouldcreatefamousbrandandonlyafamousbrandcouldconfirmoneenterprise’slong-rangeddevelopment.Talentdecidesthefortuneofanenterprise.Therootofcontinuousdevelopmentforanenterpriseistorespectandmakewelluseoftalents,meanwhiletotraintalentbybasingonlocalneed.4.3.3MakinggooduseoffPlanningforfairsshouldmatchwithordinarymarketingstrategy,andbepracticableandweighable.Generallyspeaking,enterprisesjointhefairwhicharealwaysbringingfollowinggoals:advertisementandpresentationforanewproduct;consolidatingrelationshipwitholdclientsandharmonizingtherelationship;knowingmorepotentialclients,insidersandpowerfulbuyers;imagepresentationandbrandupgrade;collectingmarketmessageanddopracticalinvestigation;findingoutnewmarketingconcept.(吳敏華,2005)Despitetheincreasingcostofattendingshows,anumberofbenefitscanbegainedfromattendance,whichwillbecomparedwithwhatcanbeachievedthroughpersonalselling,themainalternativeinmarketing.ProductlaunchanddemonstrationLearningexperienceLeadgenerationRelationshipbuildingMarketpresenceCorporateboostThegoalsfortheenterprisestotakepartineveryexhibitionarenotthesameforeverytime.Accordingtothestatusatthattime,differententerprisesfocusondifferentparts.Confirmingthegoalisthekeyforthesuccessofexhibitionsuccessanddecideshowtobebetternextstep.4.3.4Brandequity,thefocalpointofbranddecisions,isdefinedas“asetofbrandassetsandliabilitieslinkedtoabrand,itsnameandsymbol,whichaddtoorsubtractfromthevalueprovidesbyaproductorservicetoafirmandtothatfirm’scustomers”.Tocustomers,brandequityfacilitatesinformationprocessing,leadstogreaterconfidenceindecisionmaking,andenhancessatisfaction.Underlyingthebrandequityarefivebroadassets:brandloyalty,brandawareness,perceivedquality,brandassociation,andotherproprietarybrandassets.Brandloyaltyencouragescustomerstobuyaparticularbrandnameaftertimeandremaininsensitivetocompetitors’offerings.Brandawarenessmeansthatacertainbrandcanhelpcustomertorealizethefeaturesandadvantagesofthebrand,whichattractsattentionandconveysimagesoffamiliarity.Brandnamescanalsobeabstractsymbolsofthequalityoftheproductorservicetheypresent,Brandassociationreferstoideas,values,andotherinformationlinkedtoafocalbrand.Otherproprietarybrandassetsincludepatents,trademarks,andmarketingchannelrelationships.Inaword,brandequityprovidesvaluetocustomersbyenhancingefficientinformationprocessingandshopping,buildingconfidenceindecisionmaking,reinforcingbuying,andcontributingtoself-esteem.Ontheotherhand,brandequityhelpssellersincreasemarketingefficiencyandeffectiveness,buildbrandloyalty,improveprofitmargins,gainleverageoverretailers,andachievedistinctivenessoverthecompetition.4.3.5MakingabreakthroughtobuildE-commercialpE-commerceisdoingbusinessthroughelectronicmedia.Itmeansusingsample,fastandlow-costelectroniccommunicationstotransact,withoutface-to-facemeetingbetweenthetwopartiesoftransaction.Withthewideuseofcomputer,thematurityandthewideadoptionofInternet,thewidelyuseofcreditcards,theestablishmentofthesecuretransactionagreementandthesupportandpromotionbygovernments,thedevelopmentofE-commerceisbecomingprosperous,withpeoplestartingtouseelectronicmeansasthemediaofdoingbusiness.(翁鳳翔,2006)NowChinaexceedsU.S.andbecomesthelargestinternetmarketplaceintheworld.E-commerceandonlineshoppingarepreferredbymoreandmorepeople,todevelopE-commerceisfittingforeradevelopmentandindustrialrequirement,especiallytraditionaltradenowisprocessingdifficultlyinthecrisis.Asagrowinggarmententerprise,E-commerceshouldnotbeneglectedwhenthenumberofChinesepeoplewhoareonlineisincreasingandinternetenvironmentisbetterandbetter.Inaddition,E-commercehasthefollowingadvantages;BusinesscanmaintaintheircompetitiveadvantagebyestablishingclosecontactwiththeircustomersandconsumersatanytimethroughInternetbyprovidingthelatestinformationonproductsandservicesroundtheclock.Ontheotherhand,datacanbeupdatedatanytime,eliminatingtheproblemofout0datedinformation.Businesscangatherinformationonproducts,buyersandcompetitorsthroughInternetsoastoincreasetheirowncompetitiveness.Detailedandaccuratesalesdatacanhelptoreducestocklevelandthustheoperatingcost.Detailedclientinformationsuchasmodeofconsumption,personalpreferencesandpurchasingpowercanhelpbusinesstosettheirmarketingstrategiesmoreeffectively.Commercialopportunityisexistingi