服装企业引入差异化品牌战略的现实意义

文章分析了对国内服装企业面临的现实困境,指出企业在服装品牌发展上存在的两个关键问题,即企业缺乏对服装市场发展大趋势的把握以及品牌本身竞争力不强。提出了引入差异化品牌策略的思路并提供了一系列通过差异化来解决问题的方法,同时指出品牌差异化策略的实施将克服产品在成本上的劣势,从而提升企业的核心竞争力,走出一条成本与差异共赢之路。

The realistic significance of the adoption of the brand differentiation strategy by fashion enterprises

By analyzing the current predicaments faced by fashion enterprises in our country, we pointed out two critical problems encountered by them in their development of the fashion brand, that is, the lack of an overall understanding of the orientation of the fashion market and the low competitive ability of the brand itself. To solve these two essential problems, we proposed a brand differentiation strategy idea and a series of brand differentiation strategy based solutions to the two problems. Moreover, we pointed out that the adoption of the brand differentiation strategy is to overcome the disadvantages of product cost and therefore, enhance fashion enterprises' core competitive power and hence develop a new route to the mutual benefit of cost and differentiation.