摘要
我国服装品牌建设起步较晚,服装企业在品牌经营过程中也存在一些问题,因此,我国至今仍没有真正意义上的时装品牌。造成这种情况的原因主要有:企业商标法律意识淡薄、营销网络不完善、品牌经营意识淡薄等。针对这些问题,企业应采取以顾客价值取向为中心、加强品牌的法律保护、加强广告宣传、保证产品的质量和信誉,并建立品牌管理系统、进行品牌经营等可实施性的策略。
My late started building brand apparel, clothing enterprises in the brand management process, there are still some problems, so China still does not have a real sense of fashion brands. This is due mainly include： corporate brand awareness of the law weak, imperfect marketing network, brand management and lack of awareness. In view of these problems, the enterprises should adopt a customer value orientation center, strengthening the legal protection of brands, strengthening advertising, product quality assurance and credibility and brand management system, a brand management and the implementation of the strategy can be.
出处
《哈尔滨商业大学学报（社会科学版）》
2007年第6期104-106,共3页
Journal of Harbin University of Commerce:Social Science Edition
关键词
服装企业
品牌
顾客价值
clothing enterprises
brand
customer value
