羊绒衫品牌化策略研究

Study of woolen sweater brand strategy

我国羊绒衫产业市场竞争日趋激烈,品牌化是羊绒衫产业发展的必由之路,成为企业创造竞争优势的一个重要手段。企业要建立自己的品牌,必须加强设计队伍建设,提高时尚设计水平,加强科技投入,提高科技含量;保证物流系统畅通,建立完备的分销渠道和终端销售网络系统,提高销售率;加强终端卖场陈列装饰和营销服务文化策略的研究,推动整个品牌在形象、文化、品质上的提升,使品牌在市场竞争中拥有更强的生命力,创造企业最大的价值。

Woolen Sweater brand strategy is carried out by developing fashionable products,enforcing investment in research and technolog content,setting up a complete product route,having unblocked distribution,mastering terminal sales network and increasing sales volpenses.Also,during taking part in market competition,the recognition of terminal stores' decoration and marketing service culture,should be enforced.Making the use of image and culture of products,increases the recognition of products,enforces the brand cohesion and market vatility of enterprises,setts up brand image,and creats the greatest value.