新常态下我国传统家纺品牌的创新研究

Research on Chinese Traditional Brand Innovation of Home Textile Industry in the New Normal Background

中国经济发展进入新常态,传统家纺行业增速放缓,面临转型升级的挑战。传统家纺品牌若想不被淘汰,必须坚持创新驱动战略,以市场需求为引领积极创新。文章通过分析新常态下消费者对家纺产品的消费特征,运用创新理论对传统家纺品牌在新形势下如何创新进行了剖析,并提出传统家纺品牌应以品牌文化创新为支撑,进行产品创新、市场创新以及传播渠道创新的创新方向,以便为传统家纺品牌的创新与变革提供参考。

The economy in China has gradually entered a new normal, under the background of economic downturn, the upgrading of consumption structure and the Internet promoting the traditional mode to change, the traditional home textile industry slows down and faces the challenge of transformation and upgrading. In order to not be eliminated, traditional home textile brand must insist on innovation-driven strategy and take the market demand as the leading. After elaborating status of traditional home textile brand development and analyzing consumer＇s consumption characteristics of home textiie products in China under the new normal, This article uses the innovative theory to analyze traditional textile brand how to pursue innovation based on the consumer in the new situation and puts forward the innovation direction of supported by brand culture innovation ,product innovation, market innovation and transmitting channel innovation in order to provide the reference for the traditional textile brand.