基于SWOT矩阵模型的江苏省服装品牌创新策略  

SWOT Matrix Model Innovation Strategy Study of Jiangsu Clothing Brands

作　　者：崔业松 董培琪 张竞羽 Cui Yesong;Dong Peiqi;Zhang Jingyu(Jiangsu Yalu Brand Operation Limited by Share Ltd.,Taicang,Jiangsu 215400,China;Textile and Garment College,Jiangnan University,Wuxi,Jiangsu 214122,China)

机构地区：[1]江苏雅鹿品牌运营股份有限公司,江苏太仓215400 [2]江南大学纺织服装学院,江苏无锡214122

出　　处：《针织工业》2018年第8期49-54,共6页Knitting Industries

基　　金：国家自然科学基金青年科学基金项目(61503154);江苏省普通高校专业学位研究生实践创新计划项目(SJZZ16-0211);江苏省研究生教育教学改革研究与实践课题(JGLX16-047)

摘　　要：基于新常态下的经济形势,纺织服装制造业面临改革升级需求。文章首先介绍江苏地区纺织服装企业的发展现状,然后运用SWOT分析方法对江苏地区服装品牌内部的优势、劣势,以及外部环境中存在的机会和威胁进行详细分析与总结,指出江苏服装品牌存在的问题,进一步指出品牌创新是服装品牌发展的必然趋势。并将品牌创新与SWOT矩阵模型相结合,分析4种主要战略模型对应的不同的创新策略,说明新常态下江苏服装品牌的创新策略及适用原则,包括生产方式和组织形式创新、商业模式和营销方式创新、科技创新、品牌文化创新。Under the new normal economic situation, textile and garment manufacturing industry is facing the needs of reform and upgrading. This paper introduces the development status of textile and garment enterprises in Jiangsu, analyzes and summarizes in detail the advantages and disadvantages of the internal clothing brands in Jiangsu area, as well as the opportunities and threats of the external environment by using the SWOT analysis method. It points out the problems of Jiangsu clothing brands, and further concludes that the brand innovation is the inevitable trend. Combining brand innovation with SWOT matrix model, the different innovation strategies of the4 main strategic models are analyzed, and the innovative strategies and applicable principles of Jiangsu clothing brands under the new normal of China＇s economy are illustrated, including innovation of production mode and organization form, innovation of business mode and marketing mode, scientific and technological innovation, and brand culture innovation.

关 键 词：SWOT模型 江苏服装产业 服装品牌营销 品牌创新 商业模式创新 

分 类 号：TS941.8[轻工技术与工程—服装设计与工程]