摘要
在品牌建设多元化背景下,技术品牌已引起学术界和产业界的高度关注,但对其深入探讨的却不多,尤其是对服装技术品牌的研究尚未形成完整的体系。文章以江苏省服装产业品牌建设为对象,在分析技术品牌的现状及存在问题的基础上,采用文献研究法和定性分析法,探讨技术在服装品牌建设中的地位与作用,阐明技术与服装品牌核心竞争力之间生态关联,以及相互依存螺旋上升的良性循环模式。继而提出构建服装技术品牌的四方面建议,进而诠释了围绕"技术"整合各种品牌要素,规划和设计服装技术品牌建设的方略,为服装品牌文化建设提供新的视角,为服装技术品牌建设提供参考。
Technology brands have aroused high attention from academia and industrial circle under the background of brand building diversity. However,few researchers explore technology brand deeply. Particularly,the research on garment tehcnology brand fails to form a complete system. This article focuses on the brand building of garment industry in Jiangsu province, and applies literature research and qualitative analysis to study the status and significance of technology in garment brand building on the basis of analysis of the situations and problems in the technology brand building. Then,the article clarifies the ecological interrelation between technology and core competitive power of garment brand,and the positive spiral rising cycle mode. Moreover,this article advises four suggestions to build garment technology brand,further explains the strategy of integrating every brand element around technology,planning and designing garment technology brand building. This provides new views for garment brand culture building,and the reference for technology brand building in garment industry.
出处
《丝绸》
CAS
CSCD
北大核心
2016年第11期35-40,共6页
Journal of Silk
基金
江苏省社会科学基金(14YSB003)
江苏省高校哲学社会科学基金(2015SJB573)
关键词
技术驱动
技术品牌
竞争力
服装
对策
technology-driven
technology brand
competitive power
garment
countermeasure
