| 纺织服装企业品牌战略分析 |
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| 引用本文： | 尚旭.纺织服装企业品牌战略分析[J].东北电力学院学报,2008,28(3):8-10. |
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| 作者姓名： | 尚旭 |
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| 作者单位： | 中国人民大学商学院 |
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| 摘 要： | 我国是世界上最大的纺织服装生产国，但随着国内外经济形势的变化，纺织服装行业的持续发展受到巨大冲击。纺织服装企业要继续生存发展，就要坚持品牌战略，逐步积累企业资源，加强企业能力，调整经营管理体系，经过OEM-ODM-OBM三个阶段，由原来以生产为主的加工企业，转变为具有研发、生产、销售功能的品牌企业，建立完整的价值链。
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| 关 键 词： | 纺织服装企业 价值链 品牌战略 |
Brand Strategy Study on Textile and Garment Enterprises |
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| SHANG Xu.Brand Strategy Study on Textile and Garment Enterprises[J].Journal of Northeast China Institute of Electric Power Engineering,2008,28(3):8-10. |
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| Authors: | SHANG Xu |
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| Affiliation: | SHANG Xu (Business School of People＇ s University of China, Beijing, 100082 ) |
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| Abstract: | China has the largest textile and garment industry in the world.However,as the environment is turning worse,it continuous growth has been doubtful.They have to undergo three successive phases,OEM- ODM-OBM,to be an enterprise possessed the whole value chain. |
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| Keywords: | Textile and garment industry Value chain Brand strategy |
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