摘要
芦淞服装市场已成为我国南方重要的服装集散中心,与国内其他大型服装批发市场相比,它最显著的特征是以低价位带动的大交易量,随着市场竞争的加剧,只有发挥芦淞服饰品牌效应、打造本土湘派服饰才能提升竞争优势。文章阐述了芦淞服装业的发展历程,剖析了芦淞服装业发展过程中存在的问题,并提出了芦淞湘派服饰的品牌营销策略,包括创建“湘派”服饰、促进形成产业集群和实施整合品牌传播等。
Lusong garment market has become an important garment distribution center in southern China. Compared with other large garment wholesale markets in China, its most remarkable feature is the large volume of trade driven by low price. With the intensification of market competition, only by exerting Lusong garment brand effect and creating local Xiangpai gar- ment can promoting competitive advantage.This paper expounded the development process of Lusong garment industry, ana- lyzed the problems existing in the development process of Lusong garment industry, and put forward the brand marketing strategies of Lusong Xiangpa garment, including the establishment of "Xiangpa" garment, the promotion of the formation of industrial clusters and the implementation of integrated brand communication.
作者
彭穗
徐亚纯
彭勃
黄奕愷
PENG Sui;XU Ya-chun;PENG Bo;HUANG Yi-kai(Hunan University of Technology,Zhuzhou,Hunan 412008,China)
出处
《企业技术开发》
2019年第9期77-80,共4页
Technological Development of Enterprise
基金
湖南省教育厅课题“株洲芦淞湘派服饰品牌营销策略研究”(10C0610)
湖南工业大学项目“基于‘蓝墨云班课’的市场营销课程体系改革研究”(湖工大教字[2019]6号A18)
关键词
芦淞服装
湘派服装
品牌营销
Lusong garment
Xiangpai garment
Brand marketing
