福建童装品牌化转型的必要性  

The Necessity of the Transformation of Fujian Chindren's Clothing Brand

作　　者：卢新燕[1] 童友军[1] 

机构地区：[1]闽江学院服装与艺术工程学院,福建福州350121

出　　处：《闽江学院学报》2013年第1期32-36,共5页Journal of Minjiang University

摘　　要：20世纪90年代,福建童装曾一度辉煌地占据了全国童装市场的大半壁江山。由于国内童装市场的竞争激烈,90年代中后期,石狮童装退出国内市场转向国外市场。随着外贸形势的日趋严峻,当福建童装不得不再次回归国内市场时,国内童装业已进入了品牌化经营的新时期,福建童装要再度夺回国内市场,品牌化建设是其必然之路。The 1990s Fujian children＇s clothes once brilliantly occupies the national children＇s clothes market more than half. Because of the domestic children＇s clothes market competition, the 1990s Shishi children＇s wear out of the domestic market, to foreign trade market, along with foreign trade situation is severe, the Fujian children＇s wear from the foreign market once again turned to domestic market, domestic children＇s wear has entered the brand management in the new period. Fujian children＇s clothes back again in the domestic market, the brand construction in Fujian Province has become the inevitable road rise of children＇s clothes.

关 键 词：福建童装 品牌建设 转型策略 

分 类 号：TS941[轻工技术与工程—服装设计与工程]