| 序言 | 第1-7页 |
| INTRODUCTION | 第7-9页 |
| CURRENT SITUATION OF THE CHINESE CLOTHING INDUSTRY | 第9-13页 |
| IMPORTANCE OF CLOTHING IN CHINA'S HISTORY | 第9页 |
| CLOTHING INDUSTRY IS ONE OF THE PILLAR INDUSTRIES IN CHINA'S ECONOMY | 第9-10页 |
| CHINA'S CLOTHING INDUSTRY IS FACING UNPRECEDENTED CHALLENGES | 第10-13页 |
| Clothing export confront international trade frictions | 第10-11页 |
| Government prefer high value-added products to avoid trade frictions | 第11页 |
| Low price is no longer comparative advantage | 第11-12页 |
| SMEs can not adapt to market changes by doing OEM | 第12-13页 |
| NECESSITY OF ESTABLISHING OUR OWN CLOTHING BRANDS | 第13-19页 |
| WHAT IS BRAND? | 第13页 |
| BRAND CAN BRING COMPANIES HIGHER PROFIT | 第13-16页 |
| BRAND IS MUCH MORE COMPETITIVE THAN PRICE | 第16-17页 |
| BRAND BUILDING CAN BRING COMPANIES LONG-TERM COMPETITIVE ADVANTAGES | 第17页 |
| BRAND BUILDING IS HELPFUL IN INDUSTRIAL STRUCTURE ADJUSTMENT | 第17-18页 |
| BRAND BUILDING IS A NATION'S DEMAND | 第18-19页 |
| BRAND VALUE LIES IN QUALITY AND CULTURE | 第19-23页 |
| QUALITY CONTRIBUTES BRAND VALUE | 第19页 |
| QUALITY OF CLOTHING IS NOT INDEPENDENT | 第19-20页 |
| IT IS NECESSARY TO IMPROVE THE OVERALL QUALITY OF ALL RELATED INDUSTRIES | 第20-21页 |
| CULTURE IS THE CONNOTATION OF BRAND VALUE | 第21-22页 |
| BUILD INTERNATIONAL CULTURE BASED ON NATIONAL CULTURE | 第22-23页 |
| ADVICES ON CREATING SELF-OWNED CLOTHING BRAND | 第23-28页 |
| AIM AT LONG-TERM VALUE INSTEAD OF SHORT-TERM PROFIT | 第23-24页 |
| HIGH PRICE DOES NOT EQUAL TO HIGH BRAND VALUE | 第24页 |
| LONG PROCESS OF BRAND BUILDING CONTRIBUTES TO THE BRAND VALUE | 第24-25页 |
| DESIGNER BRANDS AND BOGUS FOREIGN BRANDS | 第25-26页 |
| CONSTANT INNOVATION GIVES BRAND ACTIVITY | 第26页 |
| AFTER-SALE SERVICE IS ALSO A PART OF BRAND VALUE | 第26-27页 |
| "MADE IN CHINA" IS AN OVERALL BRAND | 第27-28页 |
| EXPERIENCES FROM LI-NING(CASE STUDY) | 第28-37页 |
| INTRODUCTION | 第28页 |
| CREATE BRAND VALUE BASED ON PERSONALITIES AND SPORTS SPIRITS | 第28-29页 |
| BUILDING UP BRAND NETWORK SIZE WITH GOVERNMENT SUPPORTS AND RETAIL NETWORK | 第29-31页 |
| SUCCESSFUL MARKET POSITIONING | 第31页 |
| IMPORTANCE ATTACHED TO PRODUCT DEVELOPMENT | 第31-34页 |
| BRAND PROMOTION AND SPONSORSHIPS | 第34-35页 |
| CONFUSION OF BRAND IMAGE AND PRODUCT POSITION | 第35-37页 |
| SUMMARY | 第37-38页 |
| REFERENCES | 第38-39页 |
