Core Competitiveness Construction of Clothing Brands in Low-Carbon Economy

The climate issue has become an environmental concern for all sectors of the world and the low-carbon economy has thus become a new economic development model to combat climate change.With the development of low-carbon economy era,the textile and clothing industry plays an important role in stabilizing the development of low-carbon economy and society,and China has put forward the development requirements of low-carbon transformation for the textile and clothing industry,and also it has an important strategic value to promote the high-quality development of low-carbon economy and society,and the construction of brands’ core competitiveness is an inevitable choice for clothing brands in the face of the new form of international competition.As a result,the evaluation indicator of clothing brands’ core competitiveness in the low-carbon economy is used to measure the core competitiveness of clothing brands.Based on the corresponding verification results obtained by analytic hierarchy process(AHP) analysis,it can guide the low-carbon development of the clothing industry,thus proposing a more reasonable way to build the core competitiveness of clothing brands.It can promote the low-carbon transformation and upgrading of the clothing industry,effectively increase the market share of clothing brands,and promote the high-quality development of clothing brands.

Explore Regional Characteristics and Design to Enhance New Elements of Brand Packaging--Taking Moutai as an Example

Taking ethnic minority culture as the starting point,this paper explores the possibility of artistic expression of elements in different regions,and explores how regional brands can combine regional culture to create market effects and public preferences.Through field research,literature research,and market case comparison,the aesthetic symbols of different cultural and artistic forms of the Dong ethnic group are refined and expressed,and their application in the development of local brand design is explored.Artistic expression elements such as patterns,colors,and materials are extracted from the architectural culture,ethnic art,and daily food customs of the Dong ethnic group,and used in the design of regional wine products,deeply connecting regional culture and regional brands.In the design,we should pay attention to national characteristics and brand effects,and carry out the design from a multi-dimensional design perspective,which will help to enhance brand competitiveness and achieve a win-win situation under the long-term goal of promoting national self-confidence and inheriting the essence of national culture.

外华内实:基于市场-品牌混合导向赋能中国中小企业竞争力

在当今市场竞争日趋激烈的环境下,中国中小企业亟待转型升级,以应对市场压力和品牌建设的双重挑战。本研究针对中国中小企业在市场导向战略与品牌导向战略融合过程中遇到的挑战,提出了一个整合市场与品牌导向的企业战略框架。研究发现,中小企业在追求市场竞争力的同时,需重视品牌价值的长期投资与维护。通过构建市场-品牌混合导向战略模型,本文提出了战略协同、策略协同和执行协同三大层次的协同体系,以及数据分析支持和评价与反馈两大模块。这一模型旨在帮助中小企业在满足市场需求的同时,构建并传播独特的品牌形象,从而实现高质量竞争力的发展。研究表明,通过有效整合市场与品牌导向,中小企业能够提升其市场竞争力和持续发展能力,为实现企业竞争力的高质量发展提供有力的理论支持。本研究为中国中小企业在市场导向与品牌导向融合中提供了明确的路径和策略,对于我国实施质量兴国战略和经济高质量增长具有重要意义。

How to Enhance the Brand Competitiveness of Ginseng Enterprises?

At present,brand competitiveness has become an important symbol of the competitiveness of enterprises. It has important significance for ginseng enterprises to enhance the brand competitiveness as well as the market competitiveness. So first of all,the study makes the actual investigation of ginseng and ginseng market consumers. On the basis of the survey,this paper makes the correct evaluation using analytic hierarchy process(AHP) on the main factors influencing ginseng enterprise brand competitiveness. Based on the analysis results,the paper puts forward recommendations to improve the brand competitiveness of ginseng enterprises.

Research for Competitiveness Enhancement Problem of Regional Industry Based on Brand Internalization Theory

Along with the quick development of social economy, market competition has already entered into a new stage, namely brand competition era. This paper is to put forward scientifically rational countermeasures and suggestions through taking brand internalization theory as basis and starting from regional industry competitiveness. Thus it would increase regional industry competitiveness of brand.

基于AHP-模糊灰色理论的城市品牌竞争力评价研究

针对城市品牌竞争力影响指标复杂且不易量化的情况,提出层次分析法与模糊灰色理论相结合的方法,对城市品牌竞争力指标进行系统构建与评估。首先,基于品牌生命周期理论,建立包括城市品牌建设能力、城市品牌管理能力和城市品牌延伸能力3个维度共11项指标的城市品牌竞争力指标体系。其次,将层次分析法与模糊灰色理论结合,利用层次分析法解决评估指标赋权时权值不易确定的问题;将灰度和隶属度结合,并在评估过程中充分考虑专家意见,更为准确地确定评价指标因素与评价状态之间的模糊灰色关系,得到城市品牌竞争力的评估结果。最后,通过实例验证指标的有效性,为城市品牌竞争力的评价和提升提供具有科学性与实操性的理论参考与实证建议。

The importance of product positioning and global branding for sustaining competitive advantage within the companies＇ global marketing strategy

In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.

Creative Design Fulfills Brand and Fashion China Fashion Week A/W 2010-2011 Collection held in Beijing

March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sunshine. Here, an annual fashion feast in Beijing not only could provide you a visual inspiration of trend, but also would tell you what’s the most "in" factors in the coming season.

“创新突围赛”:基层政府社会治理创新的组织逻辑

进入新时代,社会治理创新纷纷涌现,基层政府愈发热衷于“擦亮”治理品牌。本文以一个街道为深度案例,追踪基层社会治理创新的实践过程,探究基层政府将创新实践转化为政绩生产的运作机制,并揭示“创新突围赛”的组织逻辑。研究发现,基层政府打造创新品牌,是对组织环境变革的回应,围绕目标设置—资源汇集—经验创制形成了一种新型创新运行机制,并呈现出与“晋升锦标赛”不同的注意力竞争、资源最优化以及政绩可视化等多重组织逻辑。本文延展了“印象政绩”的建构机理,提出“创新突围赛”的整合性概念和描述性框架,在经验层面丰富了新的制度环境下基层政府创新行为的微观探讨,在理论层面拓宽了权变组织的适应性逻辑和府际创新竞争的研究范畴。

考虑供应商自有品牌竞争的制造商质量检验策略研究

经济全球化背景下,供应商和制造商之间的关系向“竞合”转变,制造商试图放弃创新产品的严格质量检验以抢占竞争先机,却使自身可能面临召回风险。本文建立了自有品牌引入策略下制造商高水平检验和低水平检验的两阶段动态决策模型,探究供应商入侵对制造商质量检验策略的影响。研究结果表明:无论在何种情况下,制造商都有动机放弃严格的质量检验,但竞争可能会促使制造商承担更多的召回风险,而制造商抢占先机的行为并不总会降低供应商入侵风险。此外,竞争中抢占先机的行为可能使双方陷入囚徒困境,而严格的质量检验可使双方在竞争中实现双赢。

数字化转型助力津门老字号企业品牌发展研究

数字经济改变着人们的生活与工作方式,历史底蕴和文化价值深厚的老字号品牌如何在数字经济时代传承创新、改革发展已成为研究热点。基于2011—2021年天津老字号企业面板数据,构建时间、个体双向固定效应模型和中介效应模型,探究企业数字化转型对品牌竞争力的影响及其作用机制。结果表明,老字号企业数字化转型能够显著提升品牌竞争力,企业创新水平对数字化转型提升品牌竞争力具有中介作用。基于此,对老字号企业转型发展提出相关对策建议,促进老字号企业利用数字化转型推动品牌发展,提升竞争力。

论晚清轮船招商局的品牌思维与品牌要素

轮船招商局是近代以来中国人创办最早的民族企业之一,至今已有150年历史。轮船招商局能够从最初的单一轮船运输企业发展为今天集轮船运输、金融、房地产等多元化经营于一体、享誉海内外的大型企业集团,重要原因就是时刻具有品牌思维,始终坚持品牌建设。轮船招商局企业品牌构成有三大要素:以与外资争利的爱国民族企业品牌塑造为核心要素,高举爱国大旗,在险象环生的竞争中击败对手获得成功;以官督商办特殊体制为基本要素,充分利用政府资源,积极为政府提供优质服务,重视向商民提供优质服务;以规模经济为支撑要素,突出主业做强做大,不断提升核心竞争力。轮船招商局通过不断完善品牌思维与品牌要素铸就了辉煌发展历程,其中的宝贵经验需要继续传承和发扬。

基于知识创新的创新型企业品牌竞争力培育机制研究

[目的/意义]基于知识创新分析创新型企业品牌竞争力培育机制,可以较完整地解析创新型企业品牌竞争力培育的本质。[方法/过程]通过对星网锐捷1998—2022年的品牌竞争力培育过程进行嵌套式多案例分析,尝试从品牌竞争力产生的源头、过程和实现目标三方面探讨创新型企业品牌竞争力培育机制。[结果/结论]创新型企业品牌竞争力培育机制包括四个子机制,其中,知识创造机制提供源动力,知识产权转化机制用于创新最终实现,创新激励机制提供管理保障,反馈机制提供推动力。这四个机制彼此独立又相互联系,影响着品牌竞争力的成长。

交互理念在包装设计中的应用

科学技术的进步和消费者需求的多样化,要求传统的包装设计不断创新以满足市场的需求,交互理念的引入在满足包装设计功能性要求基础上不仅可以提升包装设计的吸引力,还能为消费者提供独特的使用体验。本文旨在深入探讨交互理念在包装设计中的具体应用及其带来的影响,以期可以为包装设计提供新的视角。

用户创意新颖性对企业创意采纳的影响——基于品牌竞争为中介的实证研究

基于产品生命周期理论与品牌关系理论,考虑品牌竞争的中介作用和产品成熟度的调节作用,结合用户、产品和竞争品牌三个层次的影响因素,构建创意新颖性影响企业创意采纳结果的理论模型,利用用户创意评价对模型进行实证分析。研究结果表明,用户创意新颖性的增强会降低企业对用户创意的采纳;品牌竞争在该理论机制中存在部分中介作用;产品成熟度对企业采纳新颖性用户创意存在调节作用,可削弱用户创意新颖性对企业采纳结果的负向影响。

中国家具行业品牌建设与展望

伴随着中国制造向中国创造转变进程的加快,中国家具业品牌建设工作的重要性越发凸显。目前家具行业正通过品牌评价、评审评定、创新商业模式、参与国际活动、进行海外布局等方式塑造品牌形象。当前形势下,行业品牌建设仍面临诸多发展问题亟待解决。展望未来,政府、行业、协会和企业需要形成合力,不断优化品牌发展环境,提升品牌价值,共同推动品牌建设,促进中国品牌的社会化和全球化进程,为建设世界家具强国做出积极努力。

基于4I理论下品牌联名的新媒体传播实践与思考

随着新媒体的迅速发展,品牌间的竞争愈加激烈,不断有品牌选择联名的策略和路径。如何将品牌联名做好,使营销传播达到1+1>2的效果成为品牌联名的关注点。相较传统的营销理论,4I理论能够更好地应用于新媒体时代。文章通过查阅国内外资料、了解现有研究状况,结合4I理论研究五个品牌联名典型案例在微信、抖音等平台的传播特征,分析品牌联名新媒体传播效果的影响因素,从而做出思考并得到一些启示,展望品牌联名新媒体传播的未来发展。本研究旨在通过可靠的数据分析,提炼总结品牌联名新媒体传播特性,最终帮助处于新媒体时代的企业品牌联名在传播效果上做出突破,进而推动品牌营销活动。

Interaction between service investment and store-brand introduction in a dual-channel supply chain

This study examines service investment decisions in the context of two store brand introduction modes and the mode selection of a retailer.The research focuses on a supply chain comprised of a national brand manufacturer(NBM),an external store brand supplier(SBS),and a retailer.A national brand product(NB)is distributed to the market through both direct and retail channels.The retailer consistently offers service efforts within the retail channel and has two options for launching a store brand product(SB):producing the SB or procuring it from an external source.The findings indicate that,when the retailer has a low fixed cost and a substantial market size for one-stop consumers,the retailer internally producing its own SB is more profitable.However,when the market size for one-stop consumers and the fixed cost of producing the SB are both low,or when the retailer possesses a relatively high fixed cost,it is advisable for the retailer to procure a lower-quality SB from the SBS.Alternatively,the retailer could establish its own production facilities to launch a higher-quality SB.Furthermore,it is noteworthy that the NBM consistently favors the retailer outsourcing the SB production to an external SBS.This implies that both the NBM and the retailer can achieve a“win-win”outcome when the retailer procures the SB.

基于PIS的综采工作面巷道监控中心工业设计

为提升国产智能制造装备的品牌竞争力,研究适合智能化转型升级、兼顾外观设计和价值塑造的产品形象系统(PIS)设计方法。首先,遵循品牌认知过程,提出基于认知心理学的PIS设计层次模型,从低到高依次是识别层、体验层和记忆层,并给出相应的评价指标;其次,顺应智能制造的发展趋势,明确面向智能制造装备PIS设计的基本流程及其所需考虑的要素;最后,以煤矿综采工作面巷道监控中心的工业设计为例,应用所提出的方法进行企业创新设计实践,塑造独特、高效、值得信赖的产品形象,并大幅提升品牌形象,可为智能制造装备的工业设计提供理论参考及实例借鉴。

中国独立服装设计师品牌的竞争力评价体系研究

为提升中国独立服装设计师品牌的核心竞争力,识别中国独立服装设计师品牌竞争力发展的关键指标,文章在对其品牌生态理解及以往研究成果梳理的基础上,对相关指标进行系统性识别。共筛选出7个一级指标、16个二级指标和33个三级指标要素用以构建中国独立服装设计师品牌竞争力的评价指标体系。采用网络层次分析法分析指标间的关联关系,形成评价模型并确定各指标的权重和优先级排序。研究结果显示,新构建的评价模型能够指导中国独立服装设计师品牌核心竞争力的发展战略,能准确反应影响中国独立服装设计师品牌竞争力的重要因素。结果表明,提升其品牌竞争力的首要任务是增强品牌资源筹供力、品牌形象力和品牌创新力,其中政策扶持力度、品牌集群激励指数、销售额增长率、设计师专业素质指数和市场占有率对中国独立服装设计师品牌竞争力的影响较大。