消费升级背景下汉麻纺织品的品牌设计研究  

Brand Design of Chinese Hemp Textile under the Background of Consumption Upgrading

作　　者：陈望之 马建伟[1] CHEN Wangzhi;MA Jianwei(College of Textile and Garment,Qingdao University,Qingdao 266071,China)

机构地区：[1]青岛大学纺织服装学院,山东青岛266071

出　　处：《西部皮革》2024年第7期135-137,共3页West Leather

摘　　要：汉麻纺织品有着天然抑菌、透气吸湿、舒适耐用等特性,受到广大消费者的青睐,拥有较大的发展空间和市场容量。文章针对当前汉麻纺织品品牌存在产品系列较少、消费者认识不够、营销水平有待提高等问题,通过对汉麻纺织品牌的发展归纳,探究消费升级背景下其对汉麻纺织行业的影响,提出了汉麻纺织品的品牌发展方向。该研究工作可为汉麻纺织品企业的品牌升级提供有益的借鉴。Chinese hemp textile has natural antibacterial,breathable and hygroscopic,and comfortable and durable characteristics,and are favored by a large number of consumers,with great development space and market capacity..Focusing on the main problems of fewer product series,insufficient consumer awareness,and marketing level to be improved,this work summarizes the development of Chinese hemp textile brand,explores its impact on the textile industry under the background of consumption upgrading,and puts forward the development direction of Chinese hemp textile brand.It can provide useful reference for brand upgrading of Chinese hemp textile enterprises.

关 键 词：消费升级 汉麻纺织品 品牌 

分 类 号：TS105.1[轻工技术与工程—纺织工程]