西部羊绒业自主品牌竞争力研究  

Research on Western Cashmere Industry Independent Brands Competitiveness

作　　者：周光明[1] 

机构地区：[1]宁夏大学经济管理学院,宁夏银川750021

出　　处：《中国流通经济》2013年第12期76-80,共5页China Business and Market

基　　金：2012年宁夏回族自治区科技支撑计划项目"宁夏羊绒产业自主品牌形象认知度提升研究"(项目编号:4120095)的部分研究成果

摘　　要：近年来,面对经济全球化、市场国际化的营销环境,西部羊绒业自主品牌发展迅速,核心竞争力大幅提升,逐渐成为宁夏优势特色产业和支柱产业之一。但由于西部羊绒业自主品牌工艺水平低,设计理念相对落后,加之区域经济落后,本地市场消费能力有限,市场认知度较低,其自主品牌发展面临着越来越大的风险。因此如何缩小西部羊绒业自主品牌与国内外知名羊绒品牌的差距,提升西部羊绒业自主品牌竞争力,成为当前迫切需要解决的问题。为更好地提升西部羊绒业自主品牌竞争力,实现从地方性品牌向国内知名品牌,最终向国际品牌的转变,政府应继续强化集群式品牌发展,培育强势自主品牌,制定可持续发展的品牌策略,加大企业品牌宣传与市场推广力度,加强自主品牌营销创新能力。Facing the marketing environment of economic globalization and market internationalization, the western cashmere industry independent brands have been developed rapidly; their competitiveness has been improved; this industry has been one of the featured and pillar industries of Ningxia. But because of the low level of technology, the lagged behind idea of design and the underdeveloped regional economy, the consumption capability in the local market is very limited; the market acknowledgement is very low; and the development of the independent brands are facing increasing more risks. So, how to narrow the gap between the development of western cashmere industry independent brands and that of other famous brands and improve the competitiveness of western cashmere industry independent brands is the problem demanding urgent solution. To better improve the competitiveness of western cashmere industry independent brands and realize the transition of western cashmere brands from local brands to the domestic well-known brands and eventually to the international brands, the government should continue to strengthen the development of clustered brands, cultivate more strong independent brands, develop the sustainable brand strategy, enhance the strength of brand publicity and marketing.

关 键 词：自主品牌 竞争力 羊绒 西部 

分 类 号：F713.50[经济管理—市场营销]