摘要
为了提升纺织企业品牌竞争力,通过分析品牌竞争力在纺织行业中的作用以及构建和维护品牌竞争力所面临的挑战,结合具体案例探讨提升纺织企业品牌竞争力的六大策略。指出:纺织企业应通过加强品牌故事和文化塑造、持续投入研发和创新、强化数字化转型、培育国际市场竞争力、注重可持续发展、加强供应链管理等措施,增强品牌忠诚度和产品竞争力,精准定位目标市场,有效拓展国际市场,满足市场和消费者的需求变化,提高企业的生产效率和灵活性,提升客户满意度,实现企业可持续健康发展。
To enhance the brand competitiveness of textile enterprises,by analyzing the role of brand competitiveness in the textile industry and the challenges faced in building and maintaining brand competitiveness,six major strategies for improving the brand competitiveness of textile enterprises in combination with specific cases are discussed.It is pointed out that textile enterprises should enhance brand loyalty and product competitiveness,accurately position target markets,effectively expand international markets,and meet the changing demands of the market and consumers,enhance the production efficiency and flexibility of enterprises,improve customer satisfaction,and achieve sustainable and healthy development of enterprises through measures such as strengthening brand story and cultural shaping,continuous investing in research and development and innovation,intensifying digital transformation,cultivating international market competitiveness,emphasizing sustainable development,and improving supply chain management.
作者
周小飞
黄华
ZHOU Xiaofei;HUANG Hua(Wuxi Hongda Texparts Technology Co.,Ltd.,Wuxi 214161,China)
出处
《纺织器材》
2025年第5期61-65,共5页
Textile Accessories
关键词
纺织企业
高质量发展
品牌竞争力
数字化转型
可持续发展
供应链管理
满意度
textile enterprise
high-quality development
brand competitiveness
digital transformation
sustainable development
supply chain management
satisfaction
