“一带一路”背景下新疆棉纺织品牌建设与推广

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。

Research on the strategies and models of the innovation and development of the textile clothing brands

Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.