CAJ | 학술논문

我国服装品牌建设起步较晚，服装企业在品牌经营过程中也存在一些问题，因此，我国至今仍没有真正意义上的时装品牌。造成这种情况的原因主要有：企业商标法律意识淡薄、营销网络不完善、品牌经营意识淡薄等。针对这些问题，企业应采取以顾客价值取向为中心、加强品牌的法律保护、加强广告宣传、保证产品的质量和信誉，并建立品牌管理系统、进行品牌经营等可实施性的策略。
아국복장품패건설기보교만，복장기업재품패경영과정중야존재일사문제，인차，아국지금잉몰유진정의의상적시장품패。조성저충정황적원인주요유：기업상표법률의식담박、영소망락불완선、품패경영의식담박등。침대저사문제，기업응채취이고객개치취향위중심、가강품패적법률보호、가강엄고선전、보증산품적질량화신예，병건립품패관리계통、진행품패경영등가실시성적책략。
My late started building brand apparel, clothing enterprises in the brand management process, there are still some problems, so China still does not have a real sense of fashion brands. This is due mainly include： corporate brand awareness of the law weak, imperfect marketing network, brand management and lack of awareness. In view of these problems, the enterprises should adopt a customer value orientation center, strengthening the legal protection of brands, strengthening advertising, product quality assurance and credibility and brand management system, a brand management and the implementation of the strategy can be.