摘要
从建设我国纺织服装产业强国的角度出发，阐述了纺织服装企业实施品牌战略的重大作用与意义，分析实施品牌战略所涉及的品牌含义、特征及价值的内涵意义，并从品牌的战略与定位的选择、品牌建设与管理等方面，提出了纺织服装企业实施品牌战略、加强自主品牌建设的对策．
From the point of construction of Chinese textile and garment industry, the significance and the value of the textile and garment enterprises＇ implementing brand strategy was expounded and the rational analysis of the meaning, characteristics and significance involved in implementation are pwfforward. At the same time, constructive countermeasures in brand strategy, positioning, brand building and management for the enterprises to implement brand strategy and strengthen their own brand building.
出处
《西安工程大学学报》
CAS
2009年第5期31-35,共5页
Journal of Xi’an Polytechnic University
关键词
纺织服装企业
品牌战略
品牌建设
textile apparel enterprise
brand strategy
brand building
countermeasures
