我国服装业品牌战略研究

Study on the Brand Strategy of Costume Industry

我国是世界最大的服装生产国、服装消费国和服装出口国，存在贴牌生产、品牌经营意识淡薄、品牌定位雷同、品牌延伸过快的问题，面对如此形势，制定适合我国服装业品牌战略有着极其重要的现实意义。本文提出应从以下三点实施品牌战略：注重品牌文化建设、建立国际市场的品牌营销与宣传渠道、合理选择品牌经营模式。

China is the largest country in the world where costume is produced, consumed and exported. But problems are arising in China＇s costume industry, such as Original Equipment Manufacture, less awareness of brand management, the similar brand orientation and fast brand expansion. So it is of great significance to make the brand strategy suitable to China＇s costume industry. In the paper the solutions are offered as follows： to lay stress on the construction of brand culture, set up the ways to market and publicize the brand in the international market and select the appropriate management mode of the brand.