摘要
以概念"要素品牌化"的阐述为切入点,结合我国羊绒行业现状及羊绒产品市场需求状况的分析,探讨制约我国羊绒产业发展的原因,如缺少国际知名品牌、出口依赖强、价格波动性大、市场混乱以及消费者对羊绒制品的诉求未能得到满足等。认为对羊绒实施要素品牌化有其必要性与可行性,羊绒要素品牌化是促进我国羊绒产业发展的一种有效途径,在此基础上,提出通过构建品牌核心价值、加强羊绒产业链上下游企业间的沟通合作、塑造并有效传播品牌良好形象等来实施羊绒要素品牌化,为我国羊绒产业的发展提供借鉴。
This paper elaborates on the concept of ＇ingredient branding＇ as the breakthrough point, meantime, it analyzes the cashmere industry and the market demands status of cashmere products in China, then discusses restraints on the development of cashmere industry in China, such as lack of international famous brands, depending on export strongly, large price volatility, market disruption and consumer demands for cashmere products failed to meet, and so on. Therefore, the paper concludes that the implementation of ingredient branding of cashmere is necessary and feasible, and the ingredient branding of cashmere is an effective way to promote the development of cashmere industry in China. On this basis,some suggestions are proposed on the implementation of ingredient branding of cashmere ： to build the core value of brand, strengthen the communication and cooperation with upstream and downstream cashmere industrial chain, and create good image then disseminate it effectively to provide reference for the development of cashmere industry in China.
出处
《毛纺科技》
CAS
北大核心
2013年第11期57-60,共4页
Wool Textile Journal
基金
陕西科技厅科技发展计划项目(2012KRM122)
关键词
要素品牌化
羊绒
终端消费者
市场需求
ingredient branding
cashmere
end-consumers
market demand
