从“中国制造”到“中国创造”――全球化时尚体系下塑造中国品牌策略  

From “Made in China” to “Created in China”--Strategies for Shaping Chinese Brands in the Global Fashion System

作　　者：于芳[1] YU Fang(School of Arts and Design,Chongqing University of Arts and Sciences,Chongqing 406120,China)

机构地区：[1]重庆文理学院美术与设计学院,重庆406120

出　　处：《浙江纺织服装职业技术学院学报》2020年第2期68-71,82,共5页Journal of Zhejiang Fashion Institute of Technology

摘　　要：全球化潮流下,经济的快速发展使中国成为世界时尚生产和消费中心,中国时装业也将从"中国制造"向"中国创造"转变。通过梳理近几十年来华人设计师的品牌塑造经历,指出全球化时尚体系下塑造中国品牌的策略。在政府支持和行业基础支撑下,中国设计师需要融合传统中国精神与西方现代时尚,创造出具有中国特色的先锋时尚品牌,才能吸引国内外消费者,并开拓全球市场。In the trend of globalization, the rapid development of the Chinese economy has made China a production and consumption center of world fashion, and the Chinese fashion industry will change from "Made in China" to "Created in China". By discussing the successful brand shaping of Chinese designers in recent decades, this article points out the strategies for shaping Chinese brands in the global fashion system. With the support of the government and the industry foundation, Chinese designers need to integrate traditional Chinese spirit with western modern fashion and create pioneering fashion brands with Chinese characteristics in order to attract consumers at home and abroad and open up global markets.

关 键 词：全球化 中国创造 中国精神 品牌策略 

分 类 号：F123.9[经济管理—世界经济]