新常态下服装品牌差异化创新策略应用  

Strategies and Applications of Differentiated Innovations of Clothing Brands Under the New Normal

作　　者：桑盼盼 沈雷[1] 张竞羽 SANG Panpan;SHEN Lei;ZHANG Jingyu(Key Laboratory of Eco-Textiles,Ministry of Education,Jiangnan University,Wuxi 214122,China;Clothing College,Shandong University of Art and Design,Jinan 250300,China)

机构地区：[1]江南大学生态纺织教育部重点实验室,江苏无锡214122 [2]山东工艺美术学院服装学院,山东济南250300

出　　处：《服装学报》2018年第5期460-465,共6页Journal of Clothing Research

基　　金：国家自然科学基金青年科学基金项目(61503154);江苏省产学研前瞻性联合研究项目(SYB201320235);常州市智能化安全服装工程技术研究中心项目(CM20159009)

摘　　要：近几年数据显示,中国经济已经由高速增长阶段进入中速增长的变化转型阶段,称为新常态。通过论述经济新常态和品牌创新的特点,以小见大得出社会转型时期服装行业面临的威胁和机遇,指出差异化创新的必然性。依据相关的政策导向总结出服装品牌差异化创新方向,最后通过对江苏中孚达科技股份有限公司进行实战性分析,指出经济新常态下传统纱线品牌转型创新的方向,给中国服装品牌差异化创新提供现实指导意义。In recent years,economic data shows that China's economy has entered a period of transition from a high speed growth period to a moderate growth period,which is called"the new normal".This paper firstly discusses the economical new normal and the characteristics of brand innovations,so as to discover the threats and opportunities that facing to the clothing industry during this social transition period,and to point out the necessities of differentiated innovations.Then,according to the relevant polices,this article sums up the directions of the differentiated innovations.At the end,by the analysis on the Jiangsu CHAFTA Technology Co.Ltd.,this article points out the innovation directions of the traditional yarn brands under the new normal,which provides real guiding significances for the differentiated innovations of China's clothing brands.

关 键 词：服装品牌 新常态 中孚达 差异化创新 应用 

分 类 号：F407.86[经济管理—产业经济]