广东纺织产业集群产业升级与区域营销策略分析

Analysis on Textile Industrial Cluster Uprading and Regionalm arketing strategies in Guangdong

广东纺织产业集群区域营销是指广东各纺织产业集群区域为实现纺织产业集群升级利用市场营销的理念和策略将产业集群进行企业化、品牌化经营的过程,本文认为区域核心产品、国际国内市场、专业市场渠道、区域品牌推广、区域营销团队等策略将整合集群区域产业链资源,有效吸引与满足目标市场需求,提升集群区域竞争力。本文还建议广东纺织集群区域营销要以创新为本、以政府为主体、以绿色营销为目标。

Regional marketing of Guangdong textile industrial cluster refers to the marketing concepts and strategies used in the process of realizing industrial cluster＇s upgrading through enterprising and branding management in each textile industrial cluster region of Guangdong.This essay puts forward that regional core products,international and domestic market,professional market channels,promotion of regional brands,regional marketing team etc.are all impotant factors in integrading regional industrial chain resources,effectively attracting and meeting the demand of the target market,and thus enhacing the competitiveness of the whole cluster region.This essay also suggests that regional marketing of Guangdong textile industrial cluster must be focused on innovation,guided by government and targeted on green marketing.