| Focus Shift in Brand Promotion in China＇s Garment Industry |
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| 引用本文： | 李陵申,顾庆良.Focus Shift in Brand Promotion in China＇s Garment Industry[J].东华大学学报(英文版),2007,24(3):408-412. |
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| 作者姓名： | 李陵申 顾庆良 |
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| 作者单位： | [1]Glorious Sun School of Business Management, Donghua University, .Shanghai 200051 , China [2]China Textile ＆ Apparel Press, Beijing 100027, China |
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| 摘 要： | After an introduction to the history of brand promotion in China, the paper points out that China＇s garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with the transition in the industry from comparative advantage to competitive advantage. After analyzing the relationship between independent innovation and brand building with the Smiling Curve, we can get the result that the key to China＇s garment industry is two-fold： brand promotion by means of independent innovation and competitive advantage in the international garment industry chain.
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| 关 键 词： | 服装工业 中国 轻工业 经济发展 发展状况 |
| 文章编号： | 1672-5220（2007）03-0408-05 |
| 修稿时间： | 2007-03-22 |
Focus Shift in Brand Promotion in China's Garment Industry |
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| LI Ling-shen,GU Qing-liang.Focus Shift in Brand Promotion in China''''s Garment Industry[J].Journal of Donghua University,2007,24(3):408-412. |
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| Authors: | LI Ling-shen GU Qing-liang |
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| Abstract: | After an introduction to the history of brand promotion in China, the paper points out that China's garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with the transition in the industry from comparative advantage to competitive advantage. After analyzing the relationship between independent innovation and brand building with the Smiling Curve, we can get the result that the key to China's garment industry is two-fold: brand promotion by means of independent innovation and competitive advantage in the international garment industry chain. |
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| Keywords: | garment industry competitive advantage branding |
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