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在“新常态”经济环境下,温州市委市政府提出“建设时尚之都”。基于这个视角,从温州民营轻工生产企业入手,着重探析此类时尚案例。从企业品牌入手,展开深入分析,剖析温州民营轻工企业品牌竞争提升过程中存在的弊端,并提出温州民意轻工企业品牌竞争力提升策略,同时也为其他企业发展提供借鉴。
In the “new normal ” economic environment, Wenzhou municipal government proposed “building fashion capital ”. Based on this perspective, starting from Wenzhou private light industrial enterprises, focusing on such fashion case. Starting from the brand of the enterprise, the paper analyzes in depth the defects of the private light industry in Wenzhou in the process of upgrading the brand competition and puts forward the strategy of improving the brand competitiveness of light industry in Wenzhou. At the same time, it also provides reference for the development of other enterprises.