新常态下以打造品牌为核心的中国服装行业发展战略—以广东省为例摘要在新常态下，中国服装企业正面临出口吃紧，有效需求与有效供给不足，旧有的比较优势不在等挑战。改革开放以来, 服装行业作为中国传统的支柱产业, 以物美价廉占领了国外市场。而今，快速增长的中国经济已然成了过去式，创新驱动与结构转型已经到来。在这一过渡时期, 包括服装行业在内的轻工业面临着巨大下行压力。广东服装业作为我国服装出口企业的龙头，面临着最为紧急最为严峻的形势。本文综述了广东省纺织服装业的现状, 以及广东省纺织服装出口的困境, 重点阐述了服装品牌战略, 并就如何发展广东纺织服装以适应新常态提出了看法。关键词服装行业；品牌；发展战略AbstractUnder the "new normal", China's textile and garment enterprises are facing such difficulties as economic growth rate decline, exchange rate fluctuations, and gradual loss of traditional comparative advantages. Since the reform and opening up, as the traditional pillar industry of China, the textile and garment industry is famous for its high quality and low price. However, at present, the domestic economy is saying goodbye to high speed growth, entering the new norm of structural transformation and innovation driven. In the new and old kinetic energy conversion stage, the real manufacturing industry, including textile and clothing industry, faces great difficulties and downward pressure. Among them, the export of Guangdong's textile and clothing is also affected by various factors at home and abroad, and the export of textile and garment industry is facing severe challenges. The purpose of this paper is to analyze the general situation of Guangdong textile and clothing industry, and the difficulties in the export of Guangdong's textile and clothing industry, and focus on the clothing brand strategy, and put forward how to develop the development strategy of Guangdong textile and clothing indus...
