“一带一路”倡议背景下中国服装品牌国际化策略研究  

Research on the internationalization strategy of Chinese clothing brands under the background of"the Belt and Road"initiative

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

机构地区：[1]绍兴文理学院元培学院,浙江绍兴312000

出　　处：《丝绸》2021年第3期1-7,共7页Journal of Silk

基　　金：浙江省哲学社会科学规划课题项目(19NDJC129YB)。

摘　　要：随着经济全球化的发展,"一带一路"相关政策为中国服装品牌国际化带来了新的机遇和挑战。如何借助"一带一路"的相关政策优势实现品牌国际化的愿景成为当下中国服装品牌值得思考的一个问题。文章运用SWOT分析法对"一带一路"倡议背景下中国服装品牌国际化的优势、劣势、机遇和挑战进行分析,在此基础上提出了相应的策略建议:中国服装品牌可采取组合式的品牌发展策略,在成本优势和技术基础上,提升品牌自主创新设计能力,加快自主品牌高端化进程,积极弥补品牌自身缺陷,密切关注国际市场动向,把握发展机遇,实现中国服装品牌国际化的战略目标。With the advancement of economic globalization,"the Belt and Road"policy has brought new opportunities and challenges to the internationalization of Chinese clothing brands.How to realize the vision of the internationalization of Chinese clothing brands taking the policy advantage of"the Belt and Road"has become a question to consider.This study analyzes the strengths,weaknesses,opportunities and challenges of Chinese clothing brands in terms of internationalization under the background of"the Belt and Road"initiative with SWOT analysis method,and puts forward strategy suggestions on this basis:package-type brand development strategy is recommended for Chinese clothing brands,and it is suggested to take advantage of cost advantage and technology to enhance the independent innovation design ability of the brands,speed up premiumisation of self-developed brands,actively take measures to remedy brand defects,pay close attention to the international market trend,and grasp development opportunities,to realize the strategic goal of Chinese clothing brand internationalization.

关 键 词：中国服装品牌 “一带一路” 品牌国际化 发展策略 SWOT分析 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]