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企业品牌的培育和创建需要长时间、持续性、大规模的人、财、物投入,而浙江纺织企业规模普遍较小、实力有限,单个企业培育自主品牌难度很大,即使有一定品牌经营基础的骨干企业,也面临着品牌国际化的艰巨任务,难以形成与国际知名品牌相抗衡的竞争力。鉴于此,如何在着力培育一批具有国际影响力的企业自主品牌的同时来进行纺织服装产业的集群品牌建设成为一项很值得探讨的课题。
The cultivation and creation of corporate brand takes a long time, sustained, large-scale investment of people, money and goods. However, the scale of Zhejiang textile enterprises is generally small and the strength is limited. It is very difficult for a single enterprise to cultivate its own brand even though it has some brand management foundation Of the backbone enterprises, but also face the arduous task of brand internationalization, it is difficult to form a competitive edge with internationally renowned brands. In view of this, how to build a cluster brand in the textile and apparel industry while fostering a group of independent brands with international influence has become a topic worth exploring.