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除了成熟的品牌经营管理,经典或创新的设计理念,过硬的产品质量和良好的终端形象之外,拓宽销售渠道和多品牌、多产品发展是纺织服装企业的可持续发展战略中的重要组成部分。文章结合行业和市场现状,就此提出建议,帮助纺织服装企业的决策者更全面地了解自身的发展现状和发展机遇。从统计数据出发,分析了中国纺织服饰的消费现状,比较了纺织服装行业各个细分市场的情况,比较了3种所有制类型的企业在行业和市场中的不同角色;介绍了中国纺织服装企业地区分布的不平衡,阐述造成这种地域差异的原因;分析了本土品牌的市场特征及消费群特征,同时,比较了各个细分市场的市场规模、市场集中度、利润率等。
In addition to the mature brand management, classic or innovative design concepts, excellent product quality and good terminal image, broaden sales channels and multi-brand, multi-product development is an important part of the sustainable development strategy of textile and garment enterprises . Based on the current situation of the industry and the market, this article puts forward suggestions to help decision-makers in textile and clothing enterprises understand their own development status and development opportunities more fully. Starting from the statistical data, this paper analyzes the consumption status of Chinese textile and apparel, compares the situation of various market segments in the textile and apparel industry, compares the different roles of the three types of enterprises in the industry and the market, and introduces the status of China’s textile and garment enterprises Distribution imbalance, explain the reasons for this regional differences; analyze the local brand market characteristics and consumer characteristics, at the same time, compared the market size of various market segments, market concentration, profit margins.