| 我国纺织服装企业国际化经营中的贴牌战略 |
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| 引用本文： | 陈颖,张航宇. 我国纺织服装企业国际化经营中的贴牌战略[J]. 上海纺织科技, 2003, 31(3): 1-3 |
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| 作者姓名： | 陈颖 张航宇 |
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| 作者单位： | 中国人民大学,100872;中国人民大学,100872 |
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| 摘 要： | 文章针对国内纺织服装企业关于实施贴牌战略和创牌战略的争论,依据企业成本优势、产品优势、品牌优势与竞争力的内涵,分析并得出了我国纺织服装企业具有成本优势和品牌劣势,选择贴牌战略是国际化经营的必然选择的结论。还阐述了实施贴牌战略所带来的各种益处。
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| 关 键 词： | OEM 企业竞争力 贴牌战略 纺织企业 服装生产 中国 |
Brand-sticking strategy of international management in China''s Textile & Garment Enterprise |
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| Chen Ying et al. Brand-sticking strategy of international management in China''s Textile & Garment Enterprise[J]. Shanghai Textile Science & Technology, 2003, 31(3): 1-3 |
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| Authors: | Chen Ying et al |
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| Affiliation: | Chen Ying et al |
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| Abstract: | Based on analysis of cost advantage, product advantage, brand advantage and competences of domestic enterprises , a conclusion is drawn that the textile & garment enterprises of China are enjoying cost advantage but facing brand disadvantage at the same time. To follow the way of brand-sticking ( based on OEM) is a tendency for China' s tex-tile and garment marketing globalization. |
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| Keywords: | OEM Enterprise Competence Brand-sticking strategy Textile enterprises Garment production China |
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