Focus Shift in Brand Promotion in China's Garment Industry

被引：0

作者：

李陵申

顾庆良

机构：

[1] Beijing 100027

[2] China China Textile & Apparel Press

[3] Glorious Sun School of Business Management Donghua University

[4] Shanghai 200051

来源：

Journal of Donghua University(English Edition) | 2007年 / 03期

关键词：

garment industry; competitive advantage; branding;

D O I：

10.19884/j.1672-5220.2007.03.023

中图分类号：

F426.86 [];

学科分类号：

0202 ; 020205 ;

摘要：

After an introduction to the history of brand promotion in China,the paper points out that China’s garment industry is undergoing the change from branding manufacturing to innovation.The shift is going along with the transition in the industry from comparative advantage to competitive advantage.After analyzing the relationship between independent innovation and brand building with the Smiling Curve,we can get the result that the key to China’s garment industry is two-fold: brand promotion by means of independent innovation and competitive advantage in the international garment industry chain.

引用

页码：408 / 412

页数：5