中国服装品牌建立初探

Study on Establishment of Chinese Clothing Brand

近20年来,中国服装业得到长足发展,并成为世界上最大的服装消费国和生产国。然而就品牌建设而言,中国服装业还有很多的课时需要补上,特别是在市场竞争不断加剧的今天,如何更好的进行市场开发定位,并通过品牌战略的实施来实现新的提升,需要中国服装在品牌建立的过程中更充分、也更深入的思考。本文以我国服装品牌意识、品牌定位和品牌建立几个方面入手,力求将中国服装品牌建设所面临的现实风险进行一次剖析,通过品牌建设过程中的国际和国内服装品牌的差距,来引起业内人士对从自发到自觉的品牌建立的反思,进而为中国服装业在国际服装市场找到更为适合的发展坐标。

It can be seen that, in recent 20 years, Chinese costume has developed quickly and has become me lar-gest clothing consuming and clothing production country. However, as to the brand building,there are still lots of lessons to learn . Especially in the growing competition in the market today,how to develop the market positio-ning better, and how to achieve a new promotion through the implementation of brand strategy, these need more fully and also more indepth thinking in the process of establishing Chinese costume. This paper is based on Chi- na＇s clothing brand awareness, brand positioning and brand building aspects and tries to analyse the real risk which Chinese clothing brand construction faces. Through construction process gap of the international and do-mestic clothing brand , this article can cause some reflections of brand building from spontaneous to conscious re-flection for the insiders and find a more suitable development coordinate for the Chinese garment industry in the international clothing market.