龙头家纺品牌发展战略研究  

Brand development strategy of the Leading Textile Co.Ltd.

作　　者：袁炜 

机构地区：[1]上海纺织(集团)有限公司,上海200336

出　　处：《上海纺织科技》2012年第10期1-2,14,共3页Shanghai Textile Science & Technology

摘　　要：针对龙头家纺重组后旗下民光、凤凰、钟牌414、皇后4个品牌的发展需要,利用消费者调查问卷进行调查,并综合分析品牌历史、发展过程、现状和行业的历史、现状,叙述了上述品牌经营中存在的不足,提出了龙头家纺品牌战略,以及加强企业品牌理念、加大品牌宣传力度、增加产品线、改善企业硬件和人力资源等一系列行之有效的解决办法。A brand development strategy of Leading Textile Co. Ltd. is proposed, after a consumers＇ investigation of the requirements for the brand development following the reorganization of the 4 brands of Minguang, Phoenix, Bell 414 and Queen of Leading Textile Co. Ltd. as well as the summarization of their brand developing history, present state and existing weak points. It aims at enhancing the brand concept and advertisment and improving the hardware and software and personal resouces.

关 键 词：装饰用纺织品 品牌 发展战略 

分 类 号：TS106.7[轻工技术与工程—纺织工程]