从德国和意大利的品牌发展探索苎麻服饰的品牌建设

Brand-Building for Ramie Cloths According to the Experience of Brand Development in Germany and Italy

介绍了德国和意大利10余家世界知名纺织服装企业和机构在品牌打造、销售服务、经营模式、管理流程和发展战略等方面的成功经验,为我国纺织企业的发展提供有益借鉴。提出今后在服饰品牌定位上,应坚定围绕自身的面料优势以打造自然、生态、环保的麻类系列服饰;在销售模式上要追求多样性、灵活性,重点在如何向顾客提供全方位优质服务上做文章;在营销策略上,不追求高投入,重点在快时尚及产品的个性化、差异化方面下功夫;在未来发展方向上,要注意将研发和营销触角延伸到国外先进发达地区,坚定走国际化之路。

More than 10 world famous textile enterprises and institutes such as in Germany and Italy are introduced in this paper, the successful experiences of their brand -building, sales service, managementmodel, management procedure and development strategy offer useful references for the textile enter -prises in our country.Ramie cloths being beneficial to health and environment should be developed basedon the advantages of the textile fabric itself for brand building .Diversity, flexibility, and most importantlygood services should be emphasized for sales model.Rapid and fashion, individual and different productsbut no blind high -input should be stressed for sales strategies .Extending the tentacles of researchand development and sale to the advanced and developed areas home and broad , and tracing the internalizationrout should be necessary for the future development .