辽宁省服装企业存在的问题及对策研究

On the Problems of Clothing Enterprises in Liaoning and Solutions to Them

以传统服装行业为对象,通过分析辽宁省服装企业存在的主要问题以及国际金融危机对辽宁省服装企业的影响,指出了打造高端服装品牌是辽宁省服装企业今后的发展道路,并根据这条发展道路提出了有针对性的对策建议:制定高端品牌战略,开拓中外两大市场;整合社会资源,提高品牌价值;突出品牌个性,把握时尚流行;实施嫁接营销,让品牌充满活力;紧扣行业本质,实行虚拟经营;关注终端细节,发挥口碑威力;抢占人才高地,兼顾"外部引智"和"内部培养"。

On the basis of traditional clothing industry,analyzing the main existing problems of the clothing enterprises in Liaoning province especially the impact of global financial crisis on those enterprises,the only way of their further developments is found,i.e.,providing high-end products and making their brands well-known.Several strategic measures are therefore proposed to take,such as programming the high-end brand strategies,tapping both domestic and foreign markets,integrating social resources to enhance brand value,making the brands individualized,grasping the vogue for fashionable trend and expanding selling via engrafting the markets to make their brands vital.In addition,those enterprises should engage in virtual management on the basis of their business essence,pay attention to retail terminals,popularize their brands by word of mouth and absorb/train high-level talents.