After an introduction to the history of brand promotion in China, the paper points out that China＇s garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with t...After an introduction to the history of brand promotion in China, the paper points out that China＇s garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with the transition in the industry from comparative advantage to competitive advantage. After analyzing the relationship between independent innovation and brand building with the Smiling Curve, we can get the result that the key to China＇s garment industry is two-fold： brand promotion by means of independent innovation and competitive advantage in the international garment industry chain.展开更多
This paper presented aesthetics' application in strengthening brand garment individuality, through the integrated aesthetics design can develop the personality culture chain of brand garment, this is the supportin...This paper presented aesthetics' application in strengthening brand garment individuality, through the integrated aesthetics design can develop the personality culture chain of brand garment, this is the supporting point for searching for differences, and also it become the key point to make brand from product to sensibility sale.展开更多
Geographical indications of agricultural products carry the unique product value accumulated in history. Relying on them to build regional brands is a powerful way to achieve stable income increase of farmers and sust...Geographical indications of agricultural products carry the unique product value accumulated in history. Relying on them to build regional brands is a powerful way to achieve stable income increase of farmers and sustainable development of agriculture. This paper summarized the development of geographical indications of agricultural products in China, and reviewed the development status of overall growth, significant regional differentiation and uneven categories. On the basis of affirming the necessity of brand building of agricultural products, this paper concluded the branding dilemma of the loss of geographical indication resources, weak supervision and insufficient investment of agricultural products in China. Therefore, this paper introduced the idea of "new three Pin and one standardization", and further built a three-stage branding path of "germplasm discovery, quality control, and brand promotion". Based on this, a combination strategy from attaching importance to germplasm quality to formulating brand strategy and enhancing brand competitiveness was proposed. The staged branding construction provides new development ideas for the branding of geographical indications of agricultural products in China, draws out a reference plan for the development of China’s regional characteristic agricultural industry, and lays a solid support for the revitalization of rural industries.展开更多
The thesis gives the brief overview of the development of Maoming litchi industry:it has the largest scale base and the output keeps going up;it has varieties of species and lots of famous special products;its standar...The thesis gives the brief overview of the development of Maoming litchi industry:it has the largest scale base and the output keeps going up;it has varieties of species and lots of famous special products;its standardized mass production ensures the safety of the products;the products go to market early with a broad range of sales;it has industrialized fruit production and deep product processing technology. After an introduction to the general situation of the export of litchis in China,the thesis introduces the current situation of the export of litchis in Maoming in terms of the continuously increasing exportations and the continuous expansion of the market and then,based on these,the thesis analyzes the existing problems in the export of Maoming Litchi:first,lack of brand awareness results in products with no brand;second,the instability of quality acts as a drawback to the exportation;third,fresh litchis are the main exportations,and the packaging and transportation technology of products are weak and thus the overseas markets are by no means well-explored. In order to adapt to the accelerating economic globalization,seize new opportunities for economic development,promote litchi exports from sluggish to healthy development and thus come to the successful transition of Maoming City as an agricultural city to a strong city in agricultural science and technology,corresponding strategies of the brand marketing of Maoming Litchi are put forward in the thesis:first,to enhance brand awareness and make it a famous brand;second,to build bases for litchis' export and make Chinese litchis known worldwide;third,to pay intensive attention to the preservation of litchis and propel industrial management;fourth,to improve the market distribution system and open up the international market.展开更多
文摘After an introduction to the history of brand promotion in China, the paper points out that China＇s garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with the transition in the industry from comparative advantage to competitive advantage. After analyzing the relationship between independent innovation and brand building with the Smiling Curve, we can get the result that the key to China＇s garment industry is two-fold： brand promotion by means of independent innovation and competitive advantage in the international garment industry chain.
文摘This paper presented aesthetics' application in strengthening brand garment individuality, through the integrated aesthetics design can develop the personality culture chain of brand garment, this is the supporting point for searching for differences, and also it become the key point to make brand from product to sensibility sale.
基金Supported by Sciences Science and Technology Innovation Project of Chinese Academy of Agricultural Sciences (ASTIP-IAED-2021-01)。
文摘Geographical indications of agricultural products carry the unique product value accumulated in history. Relying on them to build regional brands is a powerful way to achieve stable income increase of farmers and sustainable development of agriculture. This paper summarized the development of geographical indications of agricultural products in China, and reviewed the development status of overall growth, significant regional differentiation and uneven categories. On the basis of affirming the necessity of brand building of agricultural products, this paper concluded the branding dilemma of the loss of geographical indication resources, weak supervision and insufficient investment of agricultural products in China. Therefore, this paper introduced the idea of "new three Pin and one standardization", and further built a three-stage branding path of "germplasm discovery, quality control, and brand promotion". Based on this, a combination strategy from attaching importance to germplasm quality to formulating brand strategy and enhancing brand competitiveness was proposed. The staged branding construction provides new development ideas for the branding of geographical indications of agricultural products in China, draws out a reference plan for the development of China’s regional characteristic agricultural industry, and lays a solid support for the revitalization of rural industries.
文摘The thesis gives the brief overview of the development of Maoming litchi industry:it has the largest scale base and the output keeps going up;it has varieties of species and lots of famous special products;its standardized mass production ensures the safety of the products;the products go to market early with a broad range of sales;it has industrialized fruit production and deep product processing technology. After an introduction to the general situation of the export of litchis in China,the thesis introduces the current situation of the export of litchis in Maoming in terms of the continuously increasing exportations and the continuous expansion of the market and then,based on these,the thesis analyzes the existing problems in the export of Maoming Litchi:first,lack of brand awareness results in products with no brand;second,the instability of quality acts as a drawback to the exportation;third,fresh litchis are the main exportations,and the packaging and transportation technology of products are weak and thus the overseas markets are by no means well-explored. In order to adapt to the accelerating economic globalization,seize new opportunities for economic development,promote litchi exports from sluggish to healthy development and thus come to the successful transition of Maoming City as an agricultural city to a strong city in agricultural science and technology,corresponding strategies of the brand marketing of Maoming Litchi are put forward in the thesis:first,to enhance brand awareness and make it a famous brand;second,to build bases for litchis' export and make Chinese litchis known worldwide;third,to pay intensive attention to the preservation of litchis and propel industrial management;fourth,to improve the market distribution system and open up the international market.
