“一带一路”倡议背景下中国服装品牌国际化策略研究

陈丽丽

摘要： 随着经济全球化的发展，“一带一路”相关政策为中国服装品牌国际化带来了新的机遇和挑战。如何借助“一带一路”的相关政策优势实现品牌国际化的愿景成为当下中国服装品牌值得思考的一个问题。文章运用SWOT分析法对“一带一路”倡议背景下中国服装品牌国际化的优势、劣势、机遇和挑战进行分析，在此基础上提出了相应的策略建议：中国服装品牌可采取组合式的品牌发展策略，在成本优势和技术基础上，提升品牌自主创新设计能力，加快自主品牌高端化进程，积极弥补品牌自身缺陷，密切关注国际市场动向，把握发展机遇，实现中国服装品牌国际化的战略目标。

关键词： 中国服装品牌;“一带一路”;品牌国际化;发展策略;SWOT分析

Abstract： With the advancement of economic globalization， "the Belt and Road" policy has brought new opportunities and challenges to the internationalization of Chinese clothing brands. How to realize the vision of the internationalization of Chinese clothing brands taking the policy advantage of "the Belt and Road" has become a question to consider. This study analyzes the strengths， weaknesses， opportunities and challenges of Chinese clothing brands in terms of internationalization under the background of "the Belt and Road" initiative with SWOT analysis method， and puts forward strategy suggestions on this basis： package-type brand development strategy is recommended for Chinese clothing brands， and it is suggested to take advantage of cost advantage and technology to enhance the independent innovation design ability of the brands， speed up premiumisation of self-developed brands， actively take measures to remedy brand defects， pay close attention to the international market trend， and grasp development opportunities， to realize the strategic goal of Chinese clothing brand internationalization.

Key words： Chinese clothing brands; "the Belt and Road"; brand internationalization; development strategy; SWOT analysis

中国共产党十一届三中全会以来，改革开放打开了中国经济飞速发展的大门。纺织服装业作为中国的支柱产业，服装品牌经历了从OEM到ODM、再到OBM的三个阶段，越来越多的中国服装品牌开始拓宽国际市场，向国际化目标进军。随着“一带一路”倡议的推进，中国服装品牌国际化的格局迎来了新的变化。如何把握这一机遇，实现品牌国际化的愿景，成为中国服装品牌新的思考。

“一带一路”是指“丝绸之路经济带”与“21世纪海上丝绸之路经济带”，其沿线共涉及65个国家和地區，经济总量约为21万亿美元，占世界经济总量的29%。“一带一路”倡议的相关政策为各行各业带来了新的发展机遇，尤其是与“丝绸之路”发展及文化历史背景相契合的纺织服装产业。……