中国成衣品牌营销的延伸战略探讨

实施品牌延伸战略是20世纪90年代以来西方高级时装业降低市场风险、拓展企业生存空间的重要方式，理解和学会运用这一思想对中国进入WTO后的服装企业真正融入并迎接世界市场竞争的挑战具有重大意义。本文从品牌延伸战略对服装企业发展的一般影响及基本方式出发，结合我国服装成衣工业经营现状，综合论证了我国服装企业实施品牌延伸战略的意义及具体途径。

Brand Outstretched Strategy Marketing of Chinese Apparel Enterprises

It is an important way to adopt the brand outstretched strategy to reduce market risk and extend the enterprises' market space for westward fashion enterprises in 1990's .There will be great signification for Chinese apparel industry to comprehend and bring to bear this theory after entering WTO. This strategy brings our country harmony with the world competitive market, and to receive the challenge of world competitive market. This article tries to start with the common effects and basic manners of the brand outstretched strategy, to integrate Chinese apparel industry managing status quo. The significations and approaches to adopt the brand outstretched strategy for Chinese apparel industry are argued.