家纺中小企业的品牌攻坚战（Small and medium-sized enterprise brand competition）.docVIP

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家纺中小企业的品牌攻坚战（Small and medium-sized enterprise brand competition）.doc

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家纺中小企业的品牌攻坚战（Small and medium-sized enterprise brand competition）

家纺中小企业的品牌攻坚战（Small and medium-sized enterprise brand competition） On 2007, Carolina held a joint media fashion billboard; and Chinese jointly build China bliss aviation airline stewardess cup of bliss. Thus, some textile enterprises are not satisfied with conventional advertising practices, from traditional advertising dissemination to the enterprise and the media to create event marketing communication, although the terminal with mediocre performance, but also pocketed the attention of consumers, highlighting the brand strength, potentially widening the distance between the brand. At present, China nearly 300 billion annual bedding consumption of textile enterprises in Yangtze River Delta region; only have 12000, of which more than 90% belong to the small and medium-sized enterprises, industry concentration is low, the lack of brand leadership; individual enterprise channel construction has been basically completed, but the domestic sales of only around 100 million yuan; on the other hand, from the domestic textile brand advertising that the demands of stereotyped, brand concept fuzzy; secondly, whether the first tier and second tier and even three line brands in the terminal store is nothing more than a little, the decoration is good, the terminal also does not have its own characteristics. The total China textile market continues to grow, the textile industry is not mature, the industry structure is still not clear; not to form a positive competition among enterprises; consumers have no clear concept of home textile, also lack of awareness of the brand, not the formation of a certain brand loyalty. At this point, it is the best time to shorten the gap between enterprises. This is an absolutely critical time point for domestic small and medium-sized textile enterprises. How can the small and medium-sized enterprises seize the key point of time and carry out the tough battle of brand? Sun Tzu said: the skillful camp, pulling the city and also attack. Business compe