“一带一路”倡议下中国服装品牌可持续发展策略研究  

Research on the sustainable development strategy of Chinese clothing brands under the"The Belt and Road Initiative"strategy

作　　者：陈丽丽[1] CHEN Lili(Shaoxing University Yuanpei College,Shaoxing,Zhejiang 312000,China)

机构地区：[1]绍兴文理学院元培学院,浙江绍兴312000

出　　处：《毛纺科技》2020年第12期93-97,共5页Wool Textile Journal

基　　金：浙江省哲学社会科学基金项目(19NDJC129YB)。

摘　　要：为了探究"一带一路"倡议下中国服装品牌的可持续发展策略,针对我国服装企业面临的产品附加值低、品牌竞争力弱、耗能污染严重、劳动力成本增加、欧美市场缩小、贸易保护主义抬头等问题,综合已有文献的研究成果,提出以下策略:企业应以"一带一路"背景下中国企业国际形象的提升、国家提供的政策指导和资金投入、国际交流合作加强为契机,借助丝绸文化提升服装品牌内涵及服装品质,实现全产业链绿色生产并向"一带一路"沿线产业转移、利用互联网进行线上营销、将出口重心向"一带一路"沿线转移等策略。In order to explore the sustainable development strategy of Chinese clothing brands under the "The Belt and Road Initiative", aiming at the problems faced by Chinese clothing enterprises, such as low added value of products, weak brand competitiveness, serious energy consumption and pollution, increased labor costs, shrinking European and American markets, rising trade protectionism, etc., the following strategies were put forward based on the existing research results. Under the background of "The Belt and Road Initiative", the international image of Chinese enterprises was improving, the policy guidance and capital investment were provided by the state, the international exchanges and cooperation were strengthening. Hence enterprises should take the opportunity to enhance brand connotation and improve clothing quality by means of silk culture. Furthermore, the green production should be realized, the industry chain should be transferred to the industries along "The Belt and Road Initiative", online marketing should be taken by use the internet, and the export focus should be shifted to the countries along "The Belt and Road Initiative".

关 键 词：“一带一路”倡议 服装企业 品牌升级 可持续发展 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]