西部羊绒业自主品牌竞争力研究

发布时间：2018-11-26 12:12

【摘要】：近年来,面对经济全球化、市场国际化的营销环境,西部羊绒业自主品牌发展迅速,核心竞争力大幅提升,逐渐成为宁夏优势特色产业和支柱产业之一。但由于西部羊绒业自主品牌工艺水平低,设计理念相对落后,加之区域经济落后,本地市场消费能力有限,市场认知度较低,其自主品牌发展面临着越来越大的风险。因此如何缩小西部羊绒业自主品牌与国内外知名羊绒品牌的差距,提升西部羊绒业自主品牌竞争力,成为当前迫切需要解决的问题。为更好地提升西部羊绒业自主品牌竞争力,实现从地方性品牌向国内知名品牌,最终向国际品牌的转变,政府应继续强化集群式品牌发展,培育强势自主品牌,制定可持续发展的品牌策略,加大企业品牌宣传与市场推广力度,加强自主品牌营销创新能力。
[Abstract]:In recent years, in the face of economic globalization and the marketing environment of internationalization, the western cashmere industry has developed its own brand rapidly, and its core competitiveness has been greatly improved, which has gradually become one of the dominant characteristic industries and pillar industries in Ningxia. However, due to the low technology level and relatively backward design concept of the western cashmere industry, as well as the regional economic backwardness, the local market consumption capacity is limited, and the market awareness is low, the independent brand development is facing more and more risks. Therefore, how to narrow the gap between the western cashmere independent brand and the well-known cashmere brand at home and abroad, and how to improve the competitiveness of the western cashmere industry has become an urgent problem to be solved. In order to improve the competitiveness of the western cashmere industry, to realize the transition from the local brand to the domestic famous brand and finally to the international brand, the government should continue to strengthen the cluster brand development and cultivate the strong independent brand. Make brand strategy of sustainable development, increase enterprise brand propaganda and market promotion, strengthen innovation ability of independent brand marketing.
【作者单位】：宁夏大学经济管理学院;
【基金】：2012年宁夏回族自治区科技支撑计划项目“宁夏羊绒产业自主品牌形象认知度提升研究”(项目编号:4120095)的部分研究成果
【分类号】：F426.8;F273.2

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