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时下,在大多数人的温饱问题已经基本解决的中国,服装市场十分活跃,竞争空前激烈。无锡市太湖针织制衣总厂正是在竞争中脱颖而出。它那富有文化情趣,质量上乘、款式多样的“红豆衬衫”,风靡江南北国,畅销海外。这个80年代初还是“小作坊”的工厂现在已成为年销售额超亿元、创汇500多万美元的“名家”了。 不言而喻,“红豆衬衫”的出名,与它有这样一个令人倍感亲切的商标有关。一个好的商标,本身就是一个动人的广告。给商标注入文化内涵,往往会收到意想不到的效果。
Nowadays, in China where the majority of people have basically solved their food and clothing problems, the apparel market is very active and the competition is fierce. Wuxi Taihu Knitting and Garment Factory stands out from the competition. It is full of cultural interest, high quality, variety of “red bean shirts”, popular in the Jiangnan North, best-selling overseas. The factory in the early 1980s was still a “small workshop” and now has become a “famous” with annual sales exceeding 100 million yuan and earning more than 5 million US dollars. It goes without saying that the famous “red bean shirt” has something to do with such a friendly brand. A good brand is itself a moving advertisement. Injecting cultural connotation into a trademark often results in unexpected results.