浙江羊绒产业的发展优势及策略.pdfVIP

一 72 一 毛纺科技 Wool Textile Journal 第 43 卷第 11 期 2015 年 11 月 E军E噩噩噩噩E 浙江羊绒产业的发展优势及策略 王 瑞 1 ，谢凌佳 l ，张招生弟2 (1.浙江省纺织测试研究院，浙江杭州 310018; 2. 浙江省纤维检验局，浙江杭州 310018 ) 摘 要:以珍贝、米皇、帕罗等典型的南派羊绒品牌为例，从市场因素、品牌意识、技术创新、资金优势、政府管 理和人文区位优势等方面分析浙江羊绒产业蓬勃发展的原因，对未来羊绒产业的发展提出了加快品牌走出去、 产业集约化发展、注重产权保护、提高检测能力及成立行业协会等基本策略和建议，以期促进浙江羊绒产业持续健 康发展，不断扩大自身优势，提升本土羊绒品牌在国际上的竞争力和知名度。 关键词:羊绒产业;优势;品牌;竞争 申图分类号 :TS10 文献标志码 :A 文章编号: 1003-1456 (2015) 11 -0072-04 Developmental advantages and strategies of Zhejiang cashmere industry W ANG Rui 1 , XIE Ling-jia 1 , ZHANG Zhao-di 2 (1. Zhejiang Textile Testing Research Institute , Hangzhou 310018 , China; 2. Zhejiang Fiber Inspection Bureau , Hangzhou 310018 , China) Abstract: This paper briefly introduces the cashmere industry development status of H uzhou and Jiaxing. Focusing on some typical southern cashmere products such as ZHENBEI , MIHUANG , P ALUOPO , it analyzes the reasons of flourishing development of cashmere industry in Zhejiang. Market factors , brand awareness , technology innovation , financial superiority , government management and human environmental advantages are the factors which contribute to the well-developed industry. At last , some recommendations are proposed for the future development of cashmere industry , which include accelerating brand going-out strategy , promoting industry intensive development , improving testing capability , emphasizing intellectual property protection and establishing industry associations. The aim of these suggestion is to keep sustainable and healthy development of Zhejiang cashmere industry , enlarge its competitive advantages and promote the international competitiveness. Key words: cashmere industrγ; advantage; brand; competition 目前，中国已成为世界羊绒生产、加工、消费和 出口大国。国内的羊绒市场可分为南北二大阵营。 北部、西北地区如内蒙古、宁夏、河北等地依托羊绒 主产区的地域优势和善于经营的经验优势，形成了 以鄂尔多斯、鹿王、雪莲、圣雪绒、清河为代表的北 派，一直占据国内市场的较大份额;近一二十年来， 以珍贝、米皇、帕罗等、浙江品牌为典型的南派，依靠 收稿日期 :2015 -03 -02 作者简介:王瑞，助理工程师，主要研究方向为特种动物纤维 检验。 E-mail: sweetwr@ 163. eom 科技创新、品牌建设和完善的服务与北派羊绒分庭