中国纺织服装品牌的国际化策略研究

Research On The Internationalization Strategy Of Chinese Textile And Clothing Brands

通过对波司登、海澜之家、亚光家纺等中国代表性纺织服装品牌国际化市场行为的研究,总结出了中国纺织服装品牌国际化的八大策略,即本地化策略、借船出海策略、国际展会推广策略、海外并购策略、赞助策略、国际认证策略、产品创新策略、海外媒体传播策略,以期为正在实施或准备实施品牌国际化的中国纺织服装企业提供借鉴。

Through to the BOSIDENG, HLA, LOFTEX, etc. China representative textile and clothing brands international market behavior research, summarizes eight strategies of the Chinese textile and clothing brand internationalization, namely, localization strategy, by partner’s boat to sea strategy, international exhibition promotion strategy, overseas M&A strategy, sponsorship strategy, international certification strategy, product innovation strategy, overseas media communication strategy, provide reference for textile and clothing companies in China that being or prepare the implementation of brand internationalization.