宁波知名服装品牌国际化经营策略研究——以雅戈尔、杉杉、培罗成等服装品牌为个案

在国际金融危机背景下，宁波服装品牌逆流而上，在国际化经营的道路上积累了许多宝贵的经验。服装品牌属性从工业属性、工艺属性到理念属性的嬗变；服装品牌定位从年龄定位、职业定位到品味定位的拓延；服装品牌形象从名流、民族到国际的优化；服装品牌传播路径从地域传播、广域传播到国际传播的反思与重构；服装品牌战略从单一品牌、多品牌到品牌群的重新布局。这些成功的策略为宁波服装企业赢得了声誉，也为中国服装品牌的国际化积累了经验。

A Study on Strategies of Brand Internationalization of Ningbo Famous Garment Brands A Case Study of YOUNGOR, SHANSHAN and PROGEN

In recent years clothing brands of Ningbo have accumulated much experience in the field of international management when fighting against global financial crisis. Many attributes of clothing brands experienced respectively dramatic changes. They established philosophical attribute, tasteful position＇, international image, spreading abroad and brand cluster. These successful strategies has brought business honors to the whole Ningbo clothing industry and amassed experience of brand internationalization management for other Chinese clothing enterprises.