东华大学学报（英文版）2007，Vol.24Issue(3)：408-412,5.
Focus Shift in Brand Promotion in China's Garment Industry
Focus Shift in Brand Promotion in China's Garment Industry
LI Ling-shen 1GU Qing-liang2
作者信息
- 1. Glorious Sun School of Business Management, Donghua University, Shanghai 200051, China
- 2. China Textile & Apparel Press, Beijing 100027, China
- 折叠
摘要
Abstract
After an introduction to the history of brand promotion in China, the paper points out that China's garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with the transition in the industry from comparative advantage to competitive advantage. After analyzing the relationship between independent innovation and brand building with the Smiling Curve, we can get the result that the key to China's garment industry is two-fold: brand promotion by means of independent innovation and competitive advantage in the international garment industry chain.关键词
garment industry / competitive advantage /brandingKey words
garment industry / competitive advantage /branding分类
管理科学引用本文复制引用
LI Ling-shen,GU Qing-liang..Focus Shift in Brand Promotion in China's Garment Industry[J].东华大学学报（英文版）,2007,24(3):408-412,5.
