中国服装品牌发展的政策小议.pdfVIP

第1 期 黑龙江纺织 № .1 2011 年3 月 HEILONGJIANG TEXTILE Mar.,2011 中国服装品牌发展的政策小议 王 宇 （东北财经大学，辽宁大连116023） 摘 要：在当今全球经济一体化的背景下，品牌经济已逐渐成为主流经济，作为国民经济重要组成部分的民族品牌更是成 为显示一国核心竞争力的重要表现。改革开放30 年来，中国的纺织服装企业经历了从无到有，从有到多的过程，部分企 业还打造出了一批成功的品牌。然而从总体来看，中国在整个国际市场中还只是个服装制造大国，在国际竞争中仍处于 追赶和从属地位。要发展民族服装品牌就必须充分认识到发展我国民族服装品牌的重要意义，准确把握民族服装品牌建 设的主要问题，虚心借鉴国外的成功经验，正确制定和发展我国民族品牌的战略决策。笔者基于相关基本理论和发达国 家民族服装品牌创建成功经验的基础上，对我国民族服装品牌发展的政策方面进行了深入研究。 关键词：民族服装品牌；政府扶持；品牌发展政策 The Policy Disscussion of Chinese Clothing Brand Development WANG Yu （Dongbei University of Finance and Economics, Dalian 116023） Abstract ：In the background of today ’s global ecnomic integration, the brand economy has gradually become the mainstream economy. As an important component of the national economy, some ethical brands have become a core competitiveness of nations. 30 years of reform and opening up, China ’s textile and garment enterprises had from nothing to the number of processes, some companies also create a number of successful brands. However, in general, China in the international market is only a garment manufacturing country , and in international competition , China is still at a catching and subordination position. The point to the development of national clothing brand is to realize the significance of it. It is necessary to have accurate grasp of the major issues on national clothing brand- building, humbly learn from the successful experience of foreign countries, and develop a correct strategy of the development of China ’ s national clothing brand. This paper, based on the relativ