宁波职业技术学院学报
寧波職業技術學院學報
저파직업기술학원학보
THE JOURNAL OF NINGBO POLYTECHNIC
2014年
4期
72-74
,共3页
服装企业%现代消费文化%品牌发展
服裝企業%現代消費文化%品牌髮展
복장기업%현대소비문화%품패발전
Clothing enterprises%culture of modern consumption%brand development
我国目前服装消费文化中主流消费文化以质量型消费为主，并呈现消费升级和向享受型消费过渡的态势；亚文化消费中享受型消费和数量型消费并存；服装消费社会阶层分隔不明显；多样性消费持续存在。服装企业品牌发展的过程中，要把控质量不断总结经验，明确品牌定位，以开放的眼光和开放的心态提高品牌的竞争力。
我國目前服裝消費文化中主流消費文化以質量型消費為主，併呈現消費升級和嚮享受型消費過渡的態勢；亞文化消費中享受型消費和數量型消費併存；服裝消費社會階層分隔不明顯；多樣性消費持續存在。服裝企業品牌髮展的過程中，要把控質量不斷總結經驗，明確品牌定位，以開放的眼光和開放的心態提高品牌的競爭力。
아국목전복장소비문화중주류소비문화이질량형소비위주，병정현소비승급화향향수형소비과도적태세；아문화소비중향수형소비화수량형소비병존；복장소비사회계층분격불명현；다양성소비지속존재。복장기업품패발전적과정중，요파공질량불단총결경험，명학품패정위，이개방적안광화개방적심태제고품패적경쟁력。
At present,in the clothing consumption culture of our country, the mainstream consumption culture is given priority to with the latter consumption, and present a trend of consumption upgrading and transition to enjoying type consumption; subculture enjoying type consumption and quantitative consumption in consumption coexist; social stratum separation is not obvious in clothing consumption; diversity consumption continues to exist. In the process of clothing enterprises development, we should sum up the experience and improve the quality of products, clear brand positioning, with an open eye and an open mind to improve the competitiveness of the brand.
