“一带一路”背景下新疆棉纺织品牌建设与推广

Brand building and promotion of Xinjiang cotton textile under the background of Belt and Road

2023年是“一带一路”倡议提出10周年,新疆通过大力的建设和发展,在丝绸之路经济带中具有不可替代的地位和作用。棉纺织业作为新疆的特色优势产业,以高质量发展为基,结合鲜明的民族文化特色,对于实现文化传承和经济繁荣的双重目标有重要的推动作用。针对新疆棉纺织业品牌的发展现状,总结在“一带一路”倡议下新疆棉纺织业的发展优势及面临的问题,并尝试提出与之相对应的品牌建设与推广策略。研究采用文献分析法、案例分析法进行多方面探讨。

2023 is the tenth anniversary of the Belt and Road initiative.Through vigorous construction and develop-ment,Xinjiang now has an irreplaceable position and role in the Silk Road Economic Belt.As a characteristic advanta-geous industry in Xinjiang,cotton textile industry,based on high-quality development,combined with distinctive national cultural characteristics,has an important role in promoting the realization of the dual goals of cultural heritage and econom-ic prosperity.The development advantages and problems of Xinjiang's cotton textile industry under the Belt and Road ini-tiative are summarized,and the corresponding brand building and promotion strategies are put forward.The study adopts lit-erature analysis method and case study method to carry out multi-faceted research.