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طرح برند ملی پوشاک
12-07-2010, 12:07 PM
ارسال: #1
Information طرح برند ملی پوشاک
به جرات می توان گفت یکی از کارهای بسیار عظیمی که اتحادیه در پی انجام آن بوده طرح ایجاد شرکت تجاری برند ایرانی است که هدف آن عرضه محصولات پوشاک ، نساجی و چرم با یک برند واحد و کیفیت یکسان در فروشگاه های زنجیره ای متحدالشکل در ایران و خارج از مرزهای ایران برای مشتریانی که خواستار کالای با کیفیت مناسب ، قیمت یکسان و طراحی مد روز می باشند . قطعا اگر چنین ایده ای از مرحله قول به فعل برسد در آینده نه چندان دور شاهد این خواهیم بود که یک مارک تجاری ایرانی در بین مارکهای مطرح پوشاک خودنمایی کند . در دنیای امروز برند به عنوان یك شاخص مهم در تصمیم‌گیری و هدایت مشتری در بازار و به عنوان یكی از قوی‌ترین ابزارهای بازاریابی در حوزه‌های مختلف قابل استفاده می‌باشد. كشور ایران با سابقه دیرینه در تولید نساجی، چرم و پوشاك و داشتن پتانسیل‌های فراوان در این صنعت و رویكرد توسعه صادرات تدوین چنین استراتژی بیش از پیش مهم خواهد بود و ایجاد یك برند ایرانی با خصوصیات منحصر به فرد به عنوان یك الزام لحاظ می‌گردد و این امر نیازمند مبانی بسیار قوی اقتصادی، سیاسی و اجتماعی خواهد بود. در سال‌های اخیر درخواست دولت از تشكل‌های صادراتی و تولیدی جهت ساماندهی تولید با رویكرد صادرات و ایجاد یك برند واحد ایرانی، هیئت مدیره اتحادیه تولیدكنندگان و صادركنندگان صنایع نساجی و پوشاك ایران را برآن داشت كه در جهت تهیه طرح تجاری برند ایرانی اقدام نماید. نظر به اهمیت موضوع و تاکیدات ویژه هیات مدیره اتحادیه نسبت به پیگیری و به سرانجام رسانیدن این طرح ، آقایان مهدی رهبری و شاهین فاطمی از طرف هیات مدیره مسئول پیگیری اقدامات اولیه برای نوشتن طرح توجیحی گردیدند. نهایتا با همکاری مشاورین متخصص و مجرب هم اکنون طرح توجیحی موردنظر تهیه شده و آماده ارائه به مراجع ذیربط جهت ثبت ایده و اخذ مجوزهای اجرایی می باشد . اهداف

1. ساماندهي توليدي‌هاي كوچك و بزرگ در راستاي هدفمند كردن توليدات آن‌ها
2. بالابردن كيفيت در توليدي‌ها با اعمال نظرهاي كارشناسانه شركت
3. بالابردن سطوح تخصصي توليدي‌ها
4. پايين آمدن هزينه‌هاي توليد با افزايش حجم توليد ، واحد بودن مارك و ملزومات و غيره
5. عرضه صحيح كالا تحت يك نام (برند) و جلوگيري از هرگونه تقلب در نام
6. پايين آوردن حجم ترافيك به طوري كه مشتري جهت تهيه مايحتاج نساجي خود به مراجع مختلف در شهر مراجعه نكرده و فقط به يك واحد تجاري بزرگ در حاشيه شهر مراجعه و كل خريد نساجي خود را انجام مي‌دهد.
7. طراحي منحصر به فرد با تكيه بر الگوهاي ايراني اسلامي مناسب با فرهنگ و شئونات كشورمان همراه با تنوع
8. گردش صحيح نقدينگي حاصل از فروش نقدي بين توليدكنندگان محصول و عرضه‌كنندگان مواد اوليه در نتيجه جلوگيري از افزايش قيمت مواد اوليه ناشي از خريد نسيه و پرداخت بهره.
9. پايين آوردن هزينه‌هاي عرضه كالا با مديريت صحيح عرضه و واحد بودن مكان فروش محصولات متنوع و حاشيه‌نشين بودن اين واحد
10. بازاريابي صادراتي و جذب سفارشات صادراتي با ايجاد مزيت نسبي ارزاني قيمت، کيفيت، رنگ و غيره
11. مديريت صادرات در واحدهاي توليدي كوچك كه هر كدام به تنهائي قادر به جذب مشتري و نفوذ در بازار هاي جهاني نيستند.
12. صادرات كالا و ارزآوري
13. توسعه فروشگاه‌ها در شهرستان‌ها و حتي ايجاد فروشگاه با همين برند واحد در كشورهاي همسايه

مأموريت طرح عرضه محصولات پوشاك، نساجي و چرم با يك برند واحد و كيفيت يكسان در فروشگاه‌هاي زنجيره‌اي متحدالشكل در ايران و خارج از مرزهاي ايران براي مشترياني كه خواستار كالاي با كيفيت مناسب، قيمت يكسان و طراحي مد روز و در دسترس بودن آن مي‌باشند. چشم انداز طرحبا اجرای این طرح ، مارک تجاري مورد نظر در بين مارک هاي تجاري مطرح پوشاک در حوزه خاورميانه شناخته خواهد شد.

مرجع : اتحادیه تولید کنندگان و صادرکنندگان صنایع نساجی و پوشاک ایران
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04-15-2013, 11:24 AM
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RE: طرح برند ملی پوشاک
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