陕西省服装品牌发展对策研究

Study on the development counterm easure of Shaanxi province garment brand

为了提升陕西省在服装行业中的地位,加快服装业的发展并且提升服装品牌的市场竞争力,本文以陕西省服装品牌的发展现状为背景,运用SWOT分析法具体分析了陕西省服装业发展的优势、劣势和面临的机会与威胁.通过大量资料的收集和实地调研,提出了陕西省服装品牌发展对策:即企业应提高品牌意识、关注品牌培育、增强品牌价值、加大技术投入、强化品牌设计、完善产品结构和品牌服务,以此来创建强有力的服装品牌,获得持续的市场竞争力.

In order to discuss the countermeasures of brand development of Shaanxi garment industry, on the basis of market environment of brand developing, the advantages and disadvantages, the opportunities and threats confronted of Shaanxi garment industry were analyzed with the SWOT method. The development countermeasures about garment brand of Shaanxi were approved, that is the corporation should improve brand awareness,take care of brand incubation, strengthen brand value, aggrandized technology investment, reinforce brand design, accomplish product structure and brand service.