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针对目前纺织服装集群品牌缺乏的问题,采用定性分析与定量分析相结合的方法对集群品牌发展的相关影响因素及其相互关系进行研究。首先,查阅理论文献资料,采用扎根理论的研究方法并结合Nvivo10软件,对文献资料进行数据分析,得出3大类12个相关影响因素;然后,对相关影响因素进行理论假设分析,运用结构方程方法建立集群品牌的影响因素模型。通过问卷调研结合SPSS20.0和Amos20.0分析验证假设,并计算路径系数。结果表明:基础环境、关系网络和企业情况之间相互影响,并对纺织服装集群品牌发展影响显著。最后提出,纺织服装集群品牌发展需要注重基础环境的建设、关系网络的维护和企业自身实力的提高。
In view of the current lack of brand of textile and garment cluster, the qualitative analysis and quantitative analysis are used to study the related factors and their interrelationship of cluster brand development. First of all, referring to the theoretical literature, using the research method of grounded theory combined with Nvivo10 software, the data analysis of the literature data obtained three major categories of 12 related factors; then, the theoretical analysis of the impact of factors, the use of structural equation Methods to establish a model of cluster brand influence factors. Through the questionnaire survey combined with SPSS20.0 and Amos20.0 analysis to verify the hypothesis, and calculate the path coefficient. The results show that: the basic environment, the relationship between the network and the situation between enterprises affect each other, and the development of textile and apparel brand clusters significantly. Finally, it is suggested that the brand development of textile and garment cluster needs to pay attention to the construction of basic environment, the maintenance of the relation network and the improvement of the enterprise’s own strength.