论文部分内容阅读
随着我国纺织业的快速发展,纺织品的国际竞争力也逐步提升,已经成为我国重要的出口产品种类之一。纺织印染业作为联系上游纺织与下游服装的纽带行业,对提升纺织品质量和性能,以及促进纺织业稳步发展有着直接影响。为此,我国纺织印染行业要积极走品牌战略路线,不断增强行业发展实力,提高印染品的附加值,形成品牌化、差异化的竞争优势。本文从分析品牌战略涵义及特征入手,就品牌战略对我国纺织印染行业发展的重要意义以及实施策略进行探讨。
With the rapid development of China’s textile industry, the international competitiveness of textiles has also gradually increased and has become one of the important export product categories in China. Textile printing and dyeing industry as a link between the upstream textile and downstream apparel industry, to improve the quality and performance of textiles, as well as to promote the steady development of the textile industry has a direct impact. To this end, China’s textile printing and dyeing industry should take the brand strategy line, and continuously enhance the industry’s development strength, increase the added value of printing and dyeing products, the formation of the brand, the competitive advantage of differentiation. This article starts from the analysis of the meaning and characteristics of brand strategy, and discusses the significance of brand strategy to the development of China’s textile printing and dyeing industry and its implementation strategy.