服装企业营销策略与品牌创新模式初探

指出中国服装业已经走出了数量发展阶段与品种发展阶段,进入了特色发展阶段.在这个阶段中,市场已经基本饱和,消费者日益成熟,服装企业的生存与发展的关键在于企业特色的形成,只要有特色,不论是品牌风格还是生产特色,还是其他的特色,它就有竞争力,就能够生存与发展,而且随着竞争的深入,形成特色将越来越难,而一旦形成特色,竞争力就会越强.提出我国的服装企业必须尽快规划自己的特色,并努力加以实现.

A Preliminary Study of Marketing Strategies of Costume Enterprises and Mode of Name Brand Creation

It points out that the Chinese costume enterprises have surpassed the stages of quantitative development and brand development, entering a new stage of feature development. At this stage, the market is almost saturated and the customers are more and more mature. The essential of the survival and development of the costume lies in the formation of the enterprise features. With its own characteristics, no matter what they are the style of name brands, the way of production, or others, the enterprise will survive and develop. With the deepening of the competition, it will be difficult to develp one's own characteristics. But if one has already had its characteristics, it will have more power of competition. Thus, this paper advocates that our costume enterprises plan our own characteristics as soon as possible and manage to realize them.