中国服装品牌战略转型路径研究.PDFVIP

Vol.49 第49卷 2012年12月 第12期 No.12, Dec. 2012 改革与管理 中国服装品牌战略转型路径研究 孙 涛，吴志明 (江南大学 纺织服装学院，江苏 无锡 214122) 摘要：中国服装品牌战略转型的主要目标是形成国际服装品牌，而且已经走在转型的路上。战略转型的路径是：通过理解时尚概念 达到品牌意识的觉醒，通过“贴牌生产”的学徒期训练达到服装生产和管理的现代化，通过“品牌并购”和“品牌洋马甲”达到品 牌文化的国际化，通过“中国风”内涵更新达到中国服装文化的普世化，最终形成国际服装品牌。中国服装品牌的战略转型路径在 现实中已经呈现，业界需要在思想上自觉意识到它，摆脱旧观念的束缚，以开放的态度和前瞻性的理念来促进战略转型的实现。 关键词：服装品牌；品牌战略；转型路径 F768.3 B 1001-7003(2012)12-0076-05 中图分类号： 文献标志码： 文章编号： Research on path of strategic transformation of Chinese clothing brands SUN Tao, WU Zhi-ming (School of Textile and Clothing, Jiangnan University, Wuxi 214122, China) Abstract: The main objective of strategic transformation of Chinese clothing brands is to develop international clothing brand. Chinese clothing brands are on their way of transformation. The path of strategic transformation is: brand consciousness raising through understanding of fashion concept; modernization of clothing production and management through apprenticeship training of OEM; internationalization of brand culture through brand merger and foreign vest of brand; popularization of Chinese clothing culture through update of Chinese wind connotation; and formation of international clothing brand. The path of strategic transformation of Chinese clothing brands has been presented in reality and the industry needs to recognize it consciously in the mind, get rid of the constraint of old concepts and promote the realization of strategic transfo