关键词：服装；品牌；国际化；核心竞争力
Abstract
China has been called the "dressed state" the name, but also the world's garment production and exports of the first big country, but China's textile and apparel is not the power, because there have been no truly international brand. China exports a large quantity of clothing, rather than the major brands, but by low-cost, labor-rich and large-scale production. Brand names rule the roost in the international market, China's garment exports for the major international brands by the completion of production: OEM brand or in exchange for lower fees. But the clothing market with increasing competition forced the world-class brands continued to lower the costs, thus leaving domestic enterprises are also getting smaller and smaller profit margins, and some less developed countries by virtue of its abundant cheap labor, and processing base in the Mainland of China to replace the trend of . At the same time, many companies focus on the brand as a result of the neglect of own-brand development, combined with post-WTO international brands violently shaken, makes a lot of "Chinese famous brand" at risk, my clothing brand where the way out in the end? When the arrival of the new situation when our goal should be to further our country to become a world power in clothing, it is necessary to "go out ', take the road of internationalization.
Brand is a strategic asset, is the most competitive one of the core. Contribution to the international brand clothing enterprises in our country from behind one of the important ways the status quo. Faced with the rapid development of world economy and changes in the 21st century can be said that the business goal is to create strong brands. To achieve this goal we must first understand the composition of the characteristics of strong brands, which brand planning related to business strategy to create strong brands. Well-known U.S. brands DvadiAAaker expert believes that the reason why a strong brand value, can create huge profits because of strong brands with a high degree of visibility, perception of good quality, stable and loyal customer base, such as strong brand association four characteristics. To this end, this paper presents a strategy to build strong brands.
In addition, the article the use of pen and ink with a large number of case studies on China's clothing brand of the internationalization of enterprises to make a general analysis of the road, combined with "seven wolves," the actual situation of their idea of an international assessment. In this paper, case study analysis method, using a comprehensive summing up to solve the problem. As the results of this article, the article describes the implementation of China's international strategic brand clothing is a great potential for development of "seven wolf" strategy of international assessment and put forward recommendations for improvement.
